Every communication you send to clients and prospects, from direct mail pieces to simple email, says something about your business. Do you maintain a consistent brand across all your business communications? Are you proofreading for typos? Do you communicate too much or too little, too frequently or not frequently enough?
All these factors tell your prospects and existing customers something about the value and trustworthiness of your business. What do your communications say about your business? Here are some things to consider.
Are you a Reliable Communicator?
Do you or your sales people work tirelessly to get that first face-to-face meeting with a prospect, only to lose the sale by appearing unreliable in the follow up correspondence? The failure to send exactly the information promised, when promised, may make the prospect feel that he or she can’t depend on your company. The same is true of scheduled correspondences like monthly or quarterly newsletters. Sending out your October newsletter in December gives the impression that you don’t have your act together.
Are Your Business Communications of Value?
Don’t waste your customer’s time with pointless communications. Is the information in your newsletter really newsworthy? Announcing a new product or service that may be of interest to them will be appreciated. Announcing that the annual company picnic was a great success won’t be. That goes for prospects too. Sending pertinent information about an upgrade or discount on a product or service they’ve expressed an interest in will be appreciated and may convince them to buy. Repeatedly asking if they’re ready to buy based on the same information you provided months ago will likely lose you the sale and may relegate any future emails to the prospect’s spam folder.
Are Your Communications Well Crafted?
Make sure that all your communications are consistently branded, current and accurate. It’s important to make sure that everything you publish is well written and free of errors. Nothing calls your credibility and professionalism into question faster than errors in spelling and grammar.
Email messages should be short and to the point, while case studies, white papers, reports, and other similar documents can be much longer. Be sure to break up blocks of text into smaller bites and use bullets and lists, headings, sub-headings, bold text and graphics to dress up your message. Regardless of length, content that is clear, concise and is visually appealing is more likely to be read.