We all worry about whether our customers and prospects “get” our product or service. Whether they understand how it can make their lives easier or help them make more money, or give them more time to spend with their family and friends. We also worry (or know, thanks to the analytics) that we’re driving away customers because our website is difficult to navigate; our customer-service teams can’t answer their questions; or they had a bad experience with some part of our business that has nothing to do with marketing or sales.
There are two primary steps to reduce the speed bumps (friction) in your messaging and customer experience. Once you’ve taken those two steps, you’ll be on the path to creating evangelists for your brand. And there will be one (or more) fewer pain points for you to worry about.
Creating clear, consistent messages and fewer barriers to great customer service starts with a conversation with your team about the things they think you should START doing, STOP doing, and CONTINUE doing. That enables us to identify opportunities and understand everyone’s perception of what your unique story is…or should be. After talking about your objectives, we start building a story that makes your customer the hero of the story and you the guide.
We’ll talk about a number of things, including:
- What You Want People Saying About You.
- Your Primary Company Goals.
- Your Key Communications Objectives (and, if necessary, get them aligned with those company goals).
- Customer Needs You’re Addressing.
- Words to Focus on When Communicating.
- A Visualization of Your Commitment to Customers.
Once we’ve done that, I’ll work with you to create a storyline that can be shared across platforms, a story that your employees will embrace and share with your customers. We’ll develop an integrated communications plan that could include:
- Updating your website to make it friction-free for existing customers and prospects.
- Developing proactive messaging on sensitive topics for your customer-facing teammates.
- Building a content plan that could include blog posts on your own site; guest posts on other people’s platforms; or video that highlights both your brand manifesto and your customers’ success as they use your product or service.
- Reviewing your customer letters (those computer-generated ones you haven’t thought about in years) to make sure they reflect your brand message.
- Revising your marketing collateral to make the customer or prospect the hero, telling them how your product will transform their lives.
- Creating a sales-presentation template that will ensure your salespeople and account executives have a framework that communicates your unique value proposition.
And much more…
But we can start small, with a phone call. I want to keep this page (relatively) short so if you’d like to learn more, just fill out the form below and we’ll get together by phone and talk about how I can be your guide to creating a crystal-clear message about how you help your customers and prospects have a better life by using your products and services.