5 Myths of Business Communications

Take a moment and think about all the words you send to your prospects and clients – all the content of your website, brochures, e-mails, letters, fliers, blogs, etc., etc., etc. Imagine all the vowels and consonants you’ve used to describe what you do piled high into an ever growing heap of words. Mind-boggling, isn’t it? In business, we communicate…a lot.

The ability to clearly describe what you do, how it is different from everyone else and why your prospects should buy from you is an essential part of the success of any business. From the smallest e-mail to the most expensive advertisement every piece of communication is an opportunity to form an impression in your customer’s mind (A.K.A. your “brand”).

But are we really clear when we write our business communications? Do we accurately convey the points we are trying to make so our prospects and clients can “get” our message? Take these 5 common myths of business communications and test your CQ (communication quotient).

Myth #1 – The more information I can cram in, the better.
Have you ever tried to find a needle in a haystack? It takes a lot of patience. Unfortunately, patience is not something readers of your business communications will have. Simply put, if your message is buried in mounds of text no one will take the time to search for it. Effective business communications focus on a singular message and eliminate everything else.

Do you pass the test?
Show your business communication piece to a stranger and give them only 5 seconds to look at it. Can they tell you the main message?

Myth #2 – If I use big words, people will think I’m smarter.
Prodigious colloquy induces an antipodal consequence. Using big words is like a guy with an expensive sports car – it can be perceived that you are trying to compensate for something. Instead, go for short, clear, easy-to-understand words that you would use in everyday conversation. Your tone will be friendlier and your readers will be more receptive to your message.

Do you pass the test?
Give your business communication piece to a 4th grader. Do they understand every word?

Myth #3 – By using buzzwords, jargon and acronyms I’ll prove my industry knowledge.
You might as well write in Ancient Greek because that’s about how many people will actually understand what you’re trying to say. Acronyms are especially deadly, so if they’re necessary – take the time to spell them out. As for buzzwords and jargon – save them for the water cooler.

Do you pass the test?
Have a friend from an opposite industry read your marketing material. Do they understand it?

Myth #4 – I’ll use adjectives like “best”, “excellent” or “outstanding” to set myself apart.
Have you ever been stuck at a party with a person who just won’t shut up about how great they are? Not only is it annoying – it actually turns you off. Instead of bragging about yourself, gather testimonials and allow your customers to boast on your behalf. You’ll find prospects intrigued and eager to learn more.

Do you pass the test?
Ask your best clients to give you a quote about their experience working with you. Did you replace your boastful comments with their testimonials?

Myth #5 – I’ll write in first person so it won’t be boring.
Most of your readers will have one question in their mind when reading your document – “What’s in it for ME?” That means, using the Y-O-U word – not the I (or W-E) word. Yes, there are times that a compelling narrative story can make an impact. But in general, business communications should be about the client – not about you.

Do you pass the test?
Take a piece of business communication and change “I” and “we” to “you” (also, change the tense of the verbs, etc.). Give both versions to a friend and ask them which is more compelling.

Hopefully by now your pile is a little lighter and your message a bit clearer. By taking the time to crystallize a clear and conversational message you engage your audience with your message. This can lead to longer loyalty, more referrals and ultimately increased revenue – and who couldn’t use that?

 

The ABC’s of Marketing Terms

In the marketing world, everyone has their own personal definitions for the various terms we run into – and I’m no different.

Here are my interpretations of various words you may run across:

Advertising – Any activity that either 1) introduces your product/service to people who have no idea who you are, or 2) reminds people who know who you are that you still exist. Also known as the Pick-Up Line.

Branding – The art and science of making an impression.

Customer – A purchaser who you try to get to 1) purchase from you again, and 2) tell their friends to purchase from you.

Dissatisfaction – The result of not meeting expectations because you either 1) overpromised during the sale and couldn’t deliver or 2) you didn’t listen to the client’s needs or 3) a situational snafu occurred and you didn’t make up for it.

Experience – The perception the customer forms while purchasing or using your product/service. Remember: Your customer’s perception is your reality.

Focus Group – A potentially unreliable way to gather information about your product/service that is better than having no data at all. Due to group psychology it’s difficult to get objective feedback. Instead, listen to and reward your clients who complain.

Guerrilla Marketing – A term originally coined by Jay Conrad Levinson that has come to mean a cheap, generally unconventional marketing technique that yields a high return on your investment (so, duh – this should be part of your campaign too!)

Headline – A pithy phrase whose purpose is to call attention to the rest of the article and have people keep reading. In reality – we are all so busy nowadays that your headline may be the only thing that is actually read.

Idea – A solution to a problem. Although they may be wacky, quirky, outrageous, abnormal or otherwise off-the-wall the goal is to be effective, not cute or crazy.

Jargon – Words specific to an industry that ignorant people use to try to make themselves seem smarter. Little do they know that using jargon in their marketing copy is a sure-fire way to confuse the heck out of their customers.

Knowledge – Complete understanding of a subject which results in the belief that everyone knows/feels what you do. Smart companies try not to be too knowledgable.

Logo – A graphic image that represents your company. Note: a logo alone is not a brand (see branding)

Marketing – A series of activities executed on a continuing basis whose goal is turning people who have no idea who you are into people who may consider purchasing from you when the time is right.

New Media – The latest craze that “all the cool marketers are doing.” Come on – there’s no pressure. Just try a blog. I swear you’ll like it. Not your style, maybe a social networking site? Uploaded video? Podcast? RSS? We’ve got a ton of new ways to get your message out now that high-speed internet is available to the masses.

Opinion – The way someone looks at the world based on their individual experiences and belief systems. Like bellybuttons (or other parts of the human anatomy) everyone’s got one and we seldom think about how it got there. In terms of marketing – it’s a good practice to listen to opinions so you can continue to improve and exceed your customer’s expectations.

Prospect – Someone who is vaguely familiar with your product or service and you are engaging in the marketing process. Also known as your date.

Quality – One way to compete – the other is price. To be effective – you can’t do both.

Referral – A sale that occurs as a result of word of mouth. Due to the high conversion rate (chance of becoming a client) it’s a smart strategy to get clients to spread the good word.

Sales – The process of turning a prospect into a paying client. First you must propose by asking for the sale, then you enter into a formal agreement where you are partners – for better or worse. Also known as the marriage.

Tactics – Techniques for turning strangers into paying clients.

Unique Selling Proposition (USP) – A statement that showcases how you stand out from your competitors. A critical component to a successful marketing strategy.

Value – The ratio between price and quality. Different for every individual at every single transaction. Sometimes, people are willing to pay more for higher quality. Other times, price is what matters.

Word of Mouth (WOM) – Exceeding customer’s expectations to the point where they run and tell all of their friends how wonderful you are.

Xenophobia – Fear of strangers. Probably a fear that marketers don’t have. (Come on, it’s an “X” – I’m scrounging here.)

You – The prominent pronoun in marketing copy. If you see “I” – it’s time for a re-write.

Zealot – A customer who is so enthused about your product or service that they voluntarily sell it to everyone they can. Smart companies work hard to keep zealots zealous.

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Andrea Morris is the Chief Idea Officer of Write Ideas Marketing and specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

What’s in a name?

One of my close friends is an architect. I love having her outside perspective when I’m explaining what I do – she almost can’t conceive the life of a copywriter.

The other day she invited me to a party to celebrate one of her friends getting a great job in San Francisco. I jumped at the chance to be in a room full of non-entrepreneurs.

As I socialized, I found a running theme when I described what I do. Here’s the gist of the conversation:

“Yep, I’m an architect too – just like everyone else here. So what do you do?”

“I’m a copywriter”

“Oh, OK.” (insert perplexed look here) “So are you a lawyer that helps people get a copyright?”

At this point I paused – learning that I certainly needed to reword my title. I tested different responses….

“…I’m a freelance writer”

“What do you write about?”

“I write all the words that go on the promotional pieces for a business. Things like websites, fliers, brochures, advertisements – things like that.”

Although this was better – it wasn’t quite there.

Then I hit it.

“…I’m the Chief Idea Officer of Write Ideas Marketing”

“Wow. Really? What does that mean?”

“I help come up with creative ways for companies who have a great product or service get the message out.”

“Sounds like you have a fun job.”

“I do.”

So the question I’m posing to all you fellow copywriters out there is this – how do you introduce yourself at a party? How do you explain your profession so people “get” what you do?

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Andrea Morris is the Chief Idea Officer of Write Ideas Marketing and specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

The History of “We’re Never Too Busy for Your Referrals”

Thanks to Rick Dassler who posted a comment about the history of the phrase “We’re never too busy for your referrals.”

Looks like he has dibbs on the phrase I came up with to replace it – glad it works for you. This idea’s on the house. 😉

Annoying Business Buzzwords and Phrases

When I hear one of these phrases, a part of me cringes. Are people still talking like this? Are they listening to what they’re saying?

“We offer excellent customer service” – OK, what else do you do. Excellent customer service is standard nowadays. This phrase does NOTHING to set you apart. Plus, “excellent” is such a vague term with little metric value (see post on boastful superlatives).

“We are never too busy for your referrals.” – I would hope not – your chances of closing the deal on a referral are much higher than a cold-call. Who in their right mind would be “too busy?” Are you attempting to solicit your current clients to send you referrals with this message? If so, you might want to try mentioning how your service will be different. Maybe something like, “We treat your referrals like family.”

“This is a ‘turnkey’ solution.” – Enough of the buzzwords. They are fads. They get old. They do not make you seem smarter. Check out Scott Ginsberg’s blog for more annoying buzzwords .

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com