“We like to give it away… especially when it doesn’t cost the company anything.”
We like to give it away… especially when it doesn’t cost the company anything. I was taught this business lesson years ago by a colleague/mentor and it stuck with me. For this exact reason, I’m going to give it away today, to you, in this blog. Stick with me and I’ll tell you how to truly CONNECT with your audience when using written word, versus simply throwing a pile of verbs and nouns out there hoping it sounds “good”.
The first, and best, guidance I have on this is really simple – be real
Now, I’m not going to turn this into a therapy session and start talking about emotions or meditation. But, hear me…people (which includes you and me, by the way) do not want to hear a company’s bragging session, or over-hyped chest beating about how they will “crush the competition”.
Nope, I need genuine, real messaging from a company, or at least a respectable attempt at it. And I always, always write content for my own clients from this position. Again, my goal is to show you how to CONNECT with your audience, not just tell them about a discount, and in order to connect as humans we need to show some level of vulnerability and reality.
To use a technical term, this outspoken messaging style is referred to as push marketing.
We as consumers have a limited tolerance for this type of communication and we wear out. We typically respond more positively, in the long run, to pull marketing where the benefits, features, solutions are positioned to draw customers in the proverbial door versus shoving them roughly through.
Our tolerance for the typical, hack-ey, promotional-based marketing is fading, in my professional observation.
I attribute this to the evolution of consumerism, and of the consumer. To state the obvious…
We digest information differently today compared to 6, 12, 20 years ago, and we digest MORE information today comparatively.
So, to stand out from the noise and to make your messaging more sticky, you must provide your audience with some degree of relatable humanity:
- TEACH. TEACH. TEACH. Take the time to teach your audience about how your products and services impact their daily life. Relating brings connection.
- Perhaps something as simple as highlighting your community involvement.
- Or share with your customers WHY you appreciate them as customers.
- How does their support impact you and your employees?
- Retell a personal story of a recent struggle or hardship in life and think of how that affected your business, for better or worse.
Just let your guard down occasionally and work in a streak of realness. Show your humanity, we could all use it these days…
Cheers, talk to you soon!
Co-owner, Writer, Consultant
3:20 Designs is a full-service digital marketing firm in Dallas, Texas. Our goal is to equip business owners with all-inclusive services allowing them to focus on what they do best!