Communicating Value with Every Contact

[Note: This article appeared in the Herndon Dulles Chamber of Commerce newsletter.]

As business people, we all want to build relationships and gain customers, but we face some formidable challenges when approaching marketing communications. Our potential customers are busier than ever, and they are jaded about marketing. How can we stay in contact with them and keep our names in front of them without alienating or annoying them? This article shares an approach to customer communications that can help position you and your business as relevant, timely, and valuable.

Wooing the cynics. Today's consumers are more sophisticated, discerning, and cynical than ever. At home, work, and everywhere else, they are surrounded by marketing messages and must make judgments about which deserve attention. Publicly available information helps marketers call them by name in pitches tailored to individual tastes and buying habits. These innovations have arguably benefitted consumers as much as they have overwhelmed and alienated them, but one thing is clear: It now takes a lot more than a generic pitch to get the attention of potential customers. As a marketer or business, in order to be "heard," you must show that you understand consumers' needs and have something valuable to offer.

Make value your message. If the challenge is to reach out effectively to prospective, current, and past customers without making them feel "sold," the solution is this: Provide free value with every marketing communication, whether through a Web site, a newsletter, an e-mail, over the phone, or in person. When you consistently provide valuable information, you position yourself as a helpful expert and a good company with which to do business. In time, your unique value will become your differentiator-the thing that makes your business appealing.

Providing valuable information in your communications can also make your contacts more likely to pass that information-and your name-to another potential customer, giving you more exposure in the marketplace.

Centering your communications on the concept of value can also give you an advantage in sales negotiations. It is better to focus these conversations on the value you offer than on the price you charge. If your sales leads already associate you with value and expertise, your negotiations are likely to be easier.

Seven ways to add value to your communications

1. Know your audience. Even if you lack the time and resources to undertake a comprehensive market segmentation, some simple notes about your constituents can help you develop value-based communications tailored to their needs. How would you group your constituents? What distinguishes each group's needs? What do you have to offer each group that can help meet its needs, and what do you hope to get in return? Record this information and refer to it frequently. It will help you focus on providing information that will be useful to each group.
2. Give them what they need. Provide information that solves a problem or makes things easier for your constituents. If their business cycles are predictable, give them tips on managing the busy times and making the best use of slower times. If one of their major challenges is staying abreast of industry trends, give them a news digest with your expert analysis. If there are certain questions they often ask you, share the answers in your communications. Not sure what your potential customers are looking for? Look at the terms they search for on your Web site (if your site offers search), survey them, or ask them informally what kind of information they find most useful.
3. Use the right media. Do your prospective clients rely more on electronic or print media-or are they a "high touch" population that prefers personal communication? Do they routinely surf the Web to find information, or are they more likely to read e-newsletters or feeds delivered directly to their e-mail in boxes? Are they more likely to see your article in a local newspaper or your presentation at an industry conference? Before you communicate, decide what medium will carry your message most effectively to your desired audience.
4. Time it right. Knowing how to time your communications is a function of knowing your audience. Don't do a major mailing when they are busiest and least likely to pay attention to you. Maintain consistent contact, but don't be overly aggressive or "spam" your constituents with too many e-mails. Try to reach out with a useful tip or a bargain when you know your constituents are apt to need your services-close to tax time, for instance, if you are an accountant, and close to major holidays if you are a personal shopper.
5. Present content in the right format. A large part of offering informational value is delivering content in a format that is useful to your audience. Your content can be great, but if no one reads it, it has no value for them or for you. On the Web, effective delivery involves information architecture, information design, graphic design, and usability. In print, presentation involves word count, layout, design, and production values, among other variables. In all media, be mindful to write in the right "voice" for your specific audience. Audience surveys, informal focus groups, and Web metrics can help you find out more about what your constituents like and respond to, as well as what they would like from you in the future.
6. Address real marketplace issues. If there is a major story in your industry or an economic trend that affects your business or customers, talk to them about it. If you are a mortgage broker, you might want to address rising interest rates by talking about new products that can help people refinance at a more favorable rate. If you are a printer and the price of paper has gone up again, let your contacts know about the cost efficiencies of high print runs and some of the more affordable paper options. If your industry has experienced significant mergers and acquisitions, new legislations or regulations, or even a high-profile scandal, let your contacts know what it means for them. Even if the issue is negative, consumers will appreciate your willingness to address it head on and give your take.
7. Have a plan. A communications plan helps focus and coordinate all your communications-online, print, and in person-to support your overall business strategy and goals. A plan will also help you make sure you address every dimension of value listed above, maximizing the effectiveness of your communications.

Whether you are a big company or a small business, for-profit or nonprofit, the best step you can take today to improve your communications is to commit to delivering value in every contact you have with customers or constituents.

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Jacqui Olkin is principal consultant at Olkin Communications Consulting, which provides strategy, creative services, and project management for Web and print communications. E-mail her at Jacqui@olkincommunications.com, call 571-643-6020, or visit www.olkincommunications.com.