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4 reasons why your business communications is not working
As I mentioned in my first business fails post, I’ve been operating a small creative company for quite a few years now. I don’t do the glitzy, high-end work you see in movies or telly. My work involves day-to-day materials for business communications. Marketing or corporate collateral, in other words. These could be printed or electronic.
Producing collateral can be exasperating and draggy. A frequent reason for delay is the hesitation of clients in deciding the textual content, as in, what’s to be written about in the collateral. Now, you can have the most talented copywriter on hand, or go as far as to hire a consultant. Many people still falter when it comes to deciding what to put into words about one’s company. In many cases, a combination of different concerns, some personal, some ludicrous, results in ambiguous, ineffective materials produced. I get blamed in plenty of these situations. In a way, I am responsible, in the sense that I didn’t work harder to convince these clients to reconsider.
But enough of stories. Here are four of the most common business communication fails I’ve either been part of, or see other companies committing.
1. YOU TELL NOTHING
“Welcome to XYZ Company. We are established in 2010. We sell so-and-so & so-and-so. We believe in providing only the best products at the best prices, and we operate based on total customer satisfaction.”
Yes … … and so?
For various reasons, such as information leakage to competitors, many businesses are wary of releasing information to the public, even for marketing efforts. This is prudent, except that frequently businesses trim away so much information, they remove their identities as well. So you are XYZ Company. So you sell this and that. And so? Why should I buy from you? Why should I even remember your existence in an economy with tens of thousands of companies? Foremost requirement. No matter how cautious you are with introducing yourself, always include a unique reason to justify a relationship with you. And nope. Top quality, best prices, bah humbug. These are not reasons. These are overused catchphrases. You want to be a winner, demonstrate how you have an unique winning edge.
2. YOU TELL TOO MUCH
The antithesis of (1). You are so-and-so company. You were established by a resourceful, intrepid, ex-WWII veteran, who saw immense opportunity while careening through the jungles of strife torn tropical Malaya. Throughout the years you continue to crave the best methods to produce, whatever you are producing, and today you are, you are, you are … …
*Blink*
Yes, storytelling does generate impact. A good story sticks to the mind better than raw data. But please, in appropriate situations and quantities only. It should be no more than a terse prelude to the important stuffs, which remain WHO you are, WHAT you sell, and WHY I should buy from you. Now you might argue that having a famous personality or a business magnate in the company assists the selling process, thus the need to blare that. Indeed, these might help in some cases. But ultimately, how long would it be before your clients revert to the basics? In a nutshell, short and sweet. And relevant too.
3. YOU ARE TOO LOUD
Beethoven’s Number Nine is less grand. I’m referring to companies that believe the way to success is to inundate their collateral with endless grandiose statements, claims, testimonials and accreditations.
What these companies do not understand is that few people are truly stupid. Or, stupid for long. When you trumpet your own praises that way, how long is it before scepticism seeps in, if not downright disbelief? Things very soon get colourful too when other evidences do not correspond with your claims. Wow, you claim to have the endorsement of ministers and tycoons, but, er, your office is in a building marked for demolition? You claim to have managed multi-million (billion) projects, but you don’t even have a full-time clerk? Or a functioning coffee machine?
Never assume your potential clients are stupid. Remember too that speculation and double-guessing are highly addictive pastimes.
4. YOU HAVE NO CALL TO ACTION
The contact section of any collateral is the easiest to generate. You just need to plunk in the physical addresses, phone numbers and electronic addresses into the overall template. Or is it? After serenading your worth and the beauty of your services, is it sufficient to just leave raw information, expecting potential customers to take the lead in contacting you?
CALL TO ACTION?
It could be as elementary as, CALL **** **** TODAY, NOW, RIGHT AWAY!!! Or something a bit more sophisticated, such as a brief paragraph on how your consultation process is. Whichever form, there should be that bridge for interest to transit to action. An active, prominent bridge, with huge beckoning neon lights.
Let me add too that no call to action is going to work, unless you have a receptive system for it. So common sense applies. Proper contact details. No email accounts read only once a week. No FREE email accounts too, really makes people wonder when you claim to be a huge corporation, but use a HOTMAIL account. If possible, have a dedicated sales phone line too. One of the pains of life is to call a number and explain to a surly staff why on earth you called. Or worse, having to enter an entire array of lottery numbers into a system, before you get to speak to a human.
And oh, newer communications mode help. Whatsapp, Facebooks, Skype, whatever. A little frightening for me, but I think these are requisites nowadays especially for tech companies.
P.S. Stuffs
This page by The Business Communication has a comprehensive listing of communication models. These are the (horrid) academic stuffs I had to slog through in school. Can get hard core. But if I were to summarise, I would say the crux of communication is to always consider every element as a whole. Not just the sender, but from the sender to the channel to the target. The fails above all result from a self centric mode of communication i.e. you tell only what you wish to tell and expect everything else to be magic. That mentality alone deserves failure.