Many attempts to communicate are nullified by saying too much - Robert Greenleaf
Persuasive communications boils down to putting the right messages in the right places in the right tone.
Differentiating your business from the competition is a key way to persuade and finding your key point of differentiation makes your communications so much easier to grasp and compelling in converting prospects to customers.
It may be that your current communications or messaging or placement or tone is wrong. I look at whether your product or service offering is right in light of the marketplace. To do this I usually doing some initial research and map your competitive market offerings.
An essential part of communicating and differentiating your business today is having a concise, clear, compelling story to tell your customers. The fact is, we are often too involved in our own business to step back and see what our market story should be.
Telling your business story well should make your customer go ‘ahhh, I get what they’re about’. It’s not about pages of bullet points and industry terms. It’s about having a snappy story that makes sense, that connects and if you do it right, has some emotional appeal. Something that overides reason. When you get it right, the rewards are great. And you stand on a whole other level to your nearest competitor.
A brand is the set of expectations, memories, stories and connections that drive a choice. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
I work with SMEs and start-ups all the time on branding challenges. Here I’ve written 2 blogs on whether Branding is relevant to SMEs and 10 Steps to building an SME Brand.
I specialise in helping small businesses tell their business story and bringing their business brand to life.