Part of the Who are You series
Being in danger is when you find out who cares. But that response can change quickly when an individual feels duped.
Remember the story about the little boy who cried, “Wolf?” A shepherd boy pretended a wolf threatened his sheep. When villagers ran to help, the little boy laughed.
- Then a wolf really did appear.
- No one answered the boy’s latest cries of “Wolf!”
- The villagers? They did not care.
Business communication can have that effect. Consumers receive so many false cries, they simply do not care to read more.
Who Are You and Why Should I Care?
The first Who Are You series post offered ideas for defining who you are as a business. The second post suggested ways to identify what makes you different.
Now, it is time to use those ideas to communicate who you are to consumers. The last response you want is for them to think – who cares – about your business communication.
The following are three simple steps for communicating who you are as a business and why consumers should care.
Step #1 – Ask questions.
Picture your arrival at a conference. The second you cross the room’s threshold, a salesperson races up to you, barking at you about his company’s latest product.
- He tells you all about its features.
- And starts slamming the competition,
- Telling you all the reasons his product is better.
When he finally takes a breath, that’s when you let him have it.
You ARE the competition. Oops.
Hindsight is a wonderful teacher. Had he asked questions instead of assaulting you with words, he may have discovered who you were. Even if you weren’t his competition, who wants a full-frontal attack?
Asking questions delivers multiple benefits.
- Shows consumers you care about their input.
- Helps you identify consumers’ wants and needs.
- Assists you in tailoring your business communication.
Ask questions so you can explain who you are in the context of how you can help.
Step #2 – Focus on You (not I).
I know. I know. You’ve heard it 100 times. Maybe 1,000 times. The use of YOU is a powerful communication tool. However, even YOU falls short in certain context.
What is your reaction when you read an ad that screams?
YOU NEED TO ACT NOW!!! Is your first thought, “No, I don’t!”
Focusing on you before I shows you care about your audience. That speaks volumes about who you are as a business.
While focusing on YOU in business communication helps, consistently demonstrating that focus is essential. Establish caring through your actions and business culture.
- Ask for feedback and act quickly to resolve missteps.
- Make sure customers feel supported and never blamed for problems that crop up.
- Show through every act taken on behalf of your business that you want to help.
Consider the following examples.
Business Communication #1 – Internal employee communication
Business Communication #2 – Marketing blog post headline
In the above examples, slight changes to the text highlight how the information benefits the content recipient.
Convert self-serving business communication to you serving others. Share on XStep #3 – Say Thank You.
Such a simple phrase, yet so often forgotten. As simple as the phrase is to say, it falls flat when rattled off in automated regurgitation.
Thank you for calling. Your call is important to us. The next available representative will be with you in approximately 17 minutes.
- It is easy to forget this simple phrase in a long business relationship or ongoing project.
- Don’t forget.
Who Are You?
When you show you care, consumers want to learn more about your business. The fact that you do care sets you apart.
Three simple steps promote who you are as a business and why consumers should care about what you offer.
- Ask questions and listen.
- Craft business communication from your audience’s perspective.
- Show you are thankful for their attention.
Who cares about your business communication? Hopefully, the very audience you are trying to reach.
Resources
The following are articles you may find helpful in developing business communication consumers care about.
- 10 Ways to Make Customers Fall in Love with Your Business
- Love Your Customers, Not Your Product
- 5 Ways to Get Your Customers Talking
Please share in Comments your thoughts and ideas. How do you communicate who you are as a business?
Note: This post originally published on February 22, 2016. This August 13, 2022 version updates it.
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Note: The next post is another Who question – Who is your audience?
We will explore diverse levels of your audience and what motivates them to care about your business.
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Thankfully, these are lessons learned long before I started my own company. By learning from the one small firm and one large firm that helped me form my own business philosophy.
Those types of experiences are invaluable, Roy. I have had the pleasure of working with some great mentors who completely understand the value of good business communication. Thanks for sharing your thoughts, Roy.
To asking questions I’d answer listen carefully, quietly. Which you certainly imply. Good points all… and ‘you’ is probably still the most powerful sales tool/word in the universe.
Good point, Anne. No point in asking if you aren’t going to listen. 🙂
Hi Cathy. That’s great advice. I’m sure everybody has read similar advice before, but we need to be reminded often because they are the little things that are easily forgotten in the rush to get our message out. I have been reading several bloggers lately who are usually good about making it about their readers, but lately have fallen back on talking about why they are so great. I’m sure we all do that from time to time, so thanks for the reminder.
Thanks, Ben, for weighing in with your thoughts. Lord knows when you have a healthy ego (such as my own), 😉 I appreciate being reminded to rein it in. I appreciate you dropping by, Ben, and taking the time to comment.