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How to Write for Your Customers

Updated: 3 May 2016
How to Speak to Your Customers

Business is hard and complex, with a million things to know and juggle at any one time. So talking to your customers should be the easy part, right? Using simple language is straightforward, no? Speaking to your customers is just, well speaking, isn’t it?

If my experience working for a whole host of communication and publishing companies is anything to go by, then no not really. We want to show we’re professional, intelligent and experts at what we do. But, for some reason, simple language is often the last resort chosen to achieve this.

But wanting to be a clever company doesn’t mean we have to baffle customers with complex jargon either. It’s just confusing and makes us wonder what they’re even selling us. And even worse, it can create a barrier between us and their ideas, values and products that we’d otherwise love!

  1. Say It Clearly

Keep It Simple Stupid or K.I.S.S is a popular business term that says simple processes and systems are much better than complex ones. And it’s the same for language. So let’s use simple language. The simplest of words are often the most powerful. They are relatable and help to create engaging content that is understandable.

If you’re wanting to maximise the marketability of your products and services, then why not turn to your marketing first? The words you use and the way you say them can have a massive impact on whether your target customers choose you.

  1. Keep Your Brand Consistent

When you’ve got simple and clear words, it’s time to communicate them. A lot. Consistently. Once you’ve got the style and tone right in a way that speaks to your customers openly and transparently, then why change it?

We’ve all heard ‘if it ain’t broke, don’t fix it’ and it’s the same for brand messaging. All businesses need to evolve and adapt to the changing business landscape. Adopting digital marketing is a good example of this. And of course, you want to emphasise the benefits and features of your variety of products and services. But how you say it doesn’t have to change.

  1. Know Your Values

Let’s face it, who wants to feel like they’re being spoken to by a robot? A cold, hard, scripted machine that hides behind a corporate cloak of persuasiveness designed to push the hard sale tactic. Nah, not one of us.

If we think about the last purchase we made and the reasons for choosing a certain company, we may:

  • Have listened to friends and family’s recommendations,
  • Received great customer service and are a returning customer
  • Or were so struck by their marketing that they were at the forefront of our minds when we needed the product or service they’re selling.

And it’s that last one that we’re looking to maximise. If you’re an SME, the chances are you’re looking to acquire new customers. And what better way than to show your audience what your business values are and what benefits the products and services can offer you.

That way, you start to sound more like a human looking to engage and relate than a machine looking to make a quick sale.

If you’d like to communicate simpler and avoid confusing your audience, contact us today for a free consultation. 

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