Sometimes it’s difficult to see the path through the shrubs. Without evaluating your position from afar, you can easily get lost. This is how your customers feel if they don’t understand your messaging, or what it is that you actually do. What may seem simple or easy to understand for you, may not make sense to your customer, so it’s important to sit back, evaluate, and ensure your messaging is clear enough to follow.
If you are ready to expand your sales and find new leads, it’s time to evaluate both what you say, and how you say it.
So, why is messaging important?
The reality is, if your audience doesn’t understand why they should do business with you, or how you can help them, they won’t buy from you. Without clarity in your message, you will continue to be “just another” business that shows up on your audience’s social media feed or in their inbox. Strong messaging gives the consumer a reason to buy from you. Communication is the key to business success, so it’s important to present yourself in a positive light, whether that be through an email, phone call, or social media post, and leave the customer understanding exactly what you were asking of them.
First, understand your audience
Before composing your business messaging or communications, it’s important to understand your audience. Without them, you don’t have a business, so you must act with them in mind. It’s important to understand your audience and their needs – Who are they? What do they value? What problem is your product or service solving for them? How do they communicate? Your messaging will change depending on the answers to these questions.
While you may believe that your business exists to serve “everyone”, this is simply not the case. Every business needs core customers to survive; those groups of people who are more likely to need what you’re offering, and more likely to connect with your brand than the brands of your competitors. Your message should seek to speak to this group of people first. Find clarity around their online behaviours, preferred social media platforms, and how they respond to different types of content, and you will find clarity on how you should speak to them.
Does your message serve your goals?
Before you write your next newsletter, blog, or sales advertisement, think about the end goal. Are you writing to convey a sense of trust, to offer a discount, or to share your latest article? If you don’t understand the reason behind your communication, your audience won’t either. It’s wise to pause and revisit each piece before you hit the “publish” button. Think like your customer and ask yourself what they would do if they read your email, post, or new blog. Does it meet your goals? Does it make sense? Would you feel inclined to make a purchase, or reach out for more information?
It’s also important to consider if your messaging is in line with your businesses brand. You can learn more about branding here.
Where are you delivering your business messages?
There are a number of ways you can promote your business and its offerings, and each outlet can serve to reach different goals depending on where your audience is in the buying process. If you wish to develop rapport with a new customer, you might send them a follow up email or link to a relevant article that will teach them more about their new purchase. If you wish to advertise a new promotion to previous customers, you may send them a small discount via your email newsletter. Wherever your message is, whether that be on your website landing page, your blog, your social media page, or a recent case study, you must ensure that it is consistent with how you want to be perceived, and that it gives clarity around your offering and the benefits of buying from, or working with, your business.
GippsTech’s services expand far beyond designing and building websites. We can help you ensure that every aspect of your branding and digital presence is working to help you achieve your business goals.
If you’d like to find out more about improving your messaging, you can book in for a free consultation with a member of our team. We’d love to hear more about your business, and what you want to achieve.
Copywriter - GippsTech
Zoe Hyde is the copywriter for GippsTech and the programs which it delivers: Work My Own Way and Startup Gippsland.
She is an author of “Uncage the Lion Within”, and has spent years blogging and writing within her own business and as a freelance writer.
Zoe is passionate about building positive relationships with GippsTech clients to create beautiful and professional copy for their website, which reflects their authenticity and who they are. She enjoys speaking to unique audiences and capturing the tone and mission behind the brand or person.
She understands how to ask the right questions and develop rapport with clients in order to truly capture and step into the brand to ensure the written copy speaks from the heart.