Samantha Reid | Gallery Design Studio Editor + Copywriter
So, what does your company do?
Though simple, this question can make or break relationships with potential and current clients. Although describing your services may seem like one of the easiest tasks for a marketing team, every time this question is asked, you have an opportunity to paint a picture of what you can do for your client.
In 2017, more than half of US businesses (54%) adopted new sales methods. Business leaders know the brief moment you have to explain exactly what your business can offer is a precious commodity.
However, one single sentence won’t sell all clients. When surveyed, 78% of clients “perceive a relationship between themselves and a company that uses custom messaging”. Customizing your messaging will increase your ROI and expand your company’s growth.
According to a recent Forbes’ article, many businesses struggle to explain their services, not only to potential clients, but also investors, colleagues and peers. The following steps will help you create client-centered messaging so you can articulate exactly what your business can provide to prospective clients and increase your customer base.
3 steps to clearer messaging:
1. Identify your customer's problem
A key component of communicating with clients is first and foremost being able to identify their current and future needs. When speaking with someone, listen carefully and repeat their concerns as you understand them. Your ability to center your clients’ needs is the first step in effective messaging.
2. Explain your plan to help them
Once you’ve identified the ongoing issues, you can talk about how you plan to solve them. Oftentimes CMOs skip step 1 because so much of the mental focus is on “what I can do for you.” Nearly two-thirds (66%) of US adults identify a good customer experience with feeling that their time is valued. Show them you value their time and concerns. Support your proposed business plan with demonstrative understanding of clients’ unique concerns to illustrate your ability to tailor your services to the individual needs of your customers.
3. Describe a successful ending to their story
Now it’s time to drive your point home. Based on your experience, envision an optimistic and realistic end result for your client. Don’t promise anything you cannot deliver, but do paint a picture of how their business will grow after use of your services.
Now that you know the 3 steps to clear messaging, check out the tips below to make sure your messages are fully understood by the most important demographic: your future client base.
1. Put your customer's needs first! Easier said than done.
Although this seems obvious, many business owners have specific visions of what they can do to help their client. After all, the capacity for envisioning success is a requirement for all business leaders. However, some messaging focuses less on what the client needs, and more on what various services you offer. It is vital that your message directly addresses the client’s concerns.
2. No jargon
Remember – they are hiring you because you are the expert! However, use of jargon (industry buzzwords) can actually hinder your business growth. In one study, 72% of American workers identify using jargon as a habit. However, some clients may not know the phrases, and will not ask for clarification. Listen carefully when your clients speak, and you will quickly learn their preferred communication style.
3. Keep it simple
As mentioned earlier, business leaders are visionaries. For many, it’s easy to get carried away with describing the multitude of services you can provide a client. However, clients can become overwhelmed or worried that you are up-selling them before they’ve seen results. Keep proposals and plans specific, realistic, and succinct. This will eliminate any potential miscommunication or confusion between you and the client, as well as establish clear and concrete objectives.
With all these steps and tips, you’re ready to create more effective messaging. Remember that this is a skill you will continue developing—give yourself time and patience to get better at it. Also, practice alone, in front of a mirror, or with a friend or colleague. Get comfortable adjusting your business description based on the clients’ needs. So, the next time you are asked what services your company offers, you’ll be able to confidently use the steps and tips above to craft a client-centered message.
About Gallery Design Studio
We're passionate about helping B2B businesses with their ongoing marketing communication design needs. We help our clients transmit complex information clearly, concisely and in a visually engaging way. Relentlessly curious, we're inspired by experimentation, and always looking for better ways to serve our clients.
We’ve collaborated with transformational businesses and government agencies such as The NYC Law Department, CIT Bank and Questback.
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About the Writer
Samantha is a copywriter at Gallery Design Studio. Samantha is passionate about using precise and evocative messaging to connect with clients. She has written for journals, online publications and blogs.