How to communicate effectively with customers

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This article was published 03/06/2023 (868 days ago), so information in it may no longer be current.

Every leading company knows that a foundational element of their winning game plan is a sound communications strategy. You can only develop an effective communications approach once you know how your product provides unique value to your customers (as defined by them), pricing your product appropriately, and enabling an effective method of delivering your product to your customer.

Too often companies fall into the “shiny object” trap of focusing on the latest social media or digital marketing craze for their communications, rather than first taking the time to carefully craft the right type of message that speaks to their customers (both current and new). When it comes to advertising, every leading company knows what to say (value in your message), how to say it (tone of voice and emotional/rational approach), and where to say it (choice of media).

The recommended approach to crafting your message that applies to any industry, begins by first identifying your unique value to share. This must be more than a simple features and benefits statement. When you learn what your customers value, extract these nuggets that speak to the problem your product solves or the opportunity that you help them take advantage of.

Next, determine the tone of your message. Key considerations include whether you have a serious corporate tone or if you are going to inject humour into your message? Are you self-effacing about your company and product? A study from the University of Western Ontario found that companies that use humour are more profitable. Don’t look for what is funny and just replay it. Look for something true and say it in a funny way so it becomes memorable.

There is also the age-old dilemma about using a factual message or an emotional message. In my business experience, and from a recent consumer behaviour class I was teaching, I believe that if you win the heart, the mind will follow. This does not mean you should only depend on an emotional message. Facts must also justify an emotional position that leads to customers placing you high on their internal trust list based on everything you do for them.

Finally, determine how to deliver your message. Do not select a platform simply because you like it or use it. Select a platform that your customers are using and where your message fits. A 2020 study by IPSOS found that marketers misinterpreted the amount of time people actually spent with various media. Marketers’ estimates were off dramatically in terms of thinking people were spending so much time on subscription TV, the Internet, digital platforms, and on social media sites. It turns out people spend significantly less time on these platforms than marketers think. Never select a platform and try and shoehorn it into your strategy. Select the platform that will best deliver your message to your target. Then determine what you can afford to spend in terms of the number of ads you need to run.

Respect your current and potential customers and avoid producing corny ads that demean their collective intelligence. I am sure we can all think of those ads that make you groan, or worse — cringe, and that detract us from that company. When people experience a good advertisement, regardless of where they see it, your customers will remember it when they need to purchase your product.

For example, assess the strength of a Super Bowl ad by trying to recall a featured product. You may remember elements of ads; however, my bet is that you are hard-pressed to remember the exact product. One ad that was well-received was “Terry Tate — office linebacker” where this large man tackled his coworkers in an office setting. You might think that this was for a company like Staples; but it was for Reebok. When polled shortly after the game, most viewers struggled to recall that the ad was for Reebok. While the ad was funny, it was ineffective because people did not remember the product.

When companies advertise in the Super Bowl, they spend money creating the spot in addition to the millions to buy the airtime for the ad placement. If you do not have this kind of budget and time, what will you say, how will you say it, and where will you say it, so that people remember you? Your winning game plan will answer these questions and separate you from your competitors by being the one valuable solution your potential customers remember.

Tim’s bits: There are so many components to creating a successful ad campaign. Every leading company knows they must first mine the consumer insights to properly determine what to say and how to say it. With so many ad messages bombarding people each day, you want to stand out in the short term and the long term. Think about the most memorable ads you have seen or heard and there is always an element that makes you take notice and remember the ad. Uncover that gem as part of your winning game plan.

Tim Kist is a Certified Management Consultant, author- ized by law, and a Fellow of the Institute of Certified Management Consultants of Manitoba.

tim@tk3consulting.ca