Today, it’s easier than ever to communicate with your customers. And consumers are feeling the love – perhaps too much love.
For instance, every day I receive countless promotional emails, often multiple ones from the same companies. True, the products vary and the expiration dates change, but the emails keep coming. Every week, numerous direct mail postcards find their way into my mailbox. Again, the same companies are surfacing multiple times. Web ads are even more overwhelming. The minute I go online, ads are constantly popping up.
We are definitely in the age of information overload. As a small business, you need to be out there, promoting your brand and making sure your business is heard. But the question is: How do you make your services and products not fall victim to the delete button or trash can?
The answer involves knowing your audience and choosing your words wisely. For the purposes of this column, we are going to address your word choices. (We will address your audience in a future column).
Your language needs to be succinct and perhaps most important, understandable to your customers. If your audience is older, don’t sprinkle in too many tech words that may not be part of their vocabulary. Conversely, if you are reaching out to a younger age, know the current lingo and make sure you can speak their language.
Keep your message short and to the point. If you’re holding an upcoming event, focus specifically on that occasion. If you are planning a spring sale, lead with that information for your online blog or coupon. Stick to one point and remember that your customer’s time is valuable.
Sell with images. The saying, “A picture is worth a thousand words” is certainly true and easier to comprehend in today’s world of constant messaging. Large photos with short descriptions will capture your consumer’s attention quicker than paragraphs of descriptions. If you’re tech savvy, consider a short video for your web site.
Your customers will thank you for your consideration. And before you know it, they will be rewarding you with sales.
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