Commentary

Client Communication: Cut The Clutter And Maximize Your Message

Aggregated. Summarized. Concise. These terms are referenced more often than not with regard to digesting news. Then there’s the issue of what digital platform you’re using to consume information. Smartphone? Tablet? Desktop computer? 

There is too much material available to digest and too many ways to access this news. Even with apps and tools like Summly , Wavii and Zite that consolidate stories and provide news bites, many people still feel overwhelmed by the endless stream of information. 

Therefore, how do you convey your business messaging to your customers when brief is viewed as best? How do you stand out in a deluge of emails and platforms? How do you ensure that your customers don’t tune you out and adhere to the JOMO philosophy (aka the anti-“FOMO”) when it comes to your business communication?

Here are six ways to cut the clutter and maximize your message: 

  • Many Platforms, Any Time – Cater to your clients’ non-stop, on-the-go schedule by offering information tailored to viewing on devices that your clients are using (optimized mobile delivery for webcasts, websites and social feeds) and at various times (live and on-demand events and webcasts). If your customers can’t view your message one time, they may begin to disregard your messages every time.However,don’t create offerings just because it may be a current trend. Analyze the marketplace and speak with your customers before communicating on a new platform. 
  • Limit Length and Link – Sometimes just seeing pages of text can be overwhelming, even if you are interested in the story. Consider limiting the length of your emails or newsletters to clients à la Groupon’s former CEO. Also, think about posting a short phrase or introduction to your story/additional messaging that will entice readers to read on. Then, link to more information. Sometimes it’s okay to bury the lead! 
  • Vary Content Type – If you’re like me, websites that don’t vary their page displays or types of content put me to sleep. Include photos, videos and slide shows to help communicate more effectively with your customers. 
  • Fresh, Timely Content – Posting fresh content and information that is aligned with current news and events will encourage customers to engage with your brand more often. Curate content that will help your clients troubleshoot their business challenges and provides an easy-to-implement solution. 
  • Give Your Customers Control – Provide your customers with the option to receive information. If customers have a choice in the matter, they may be more likely to sign up for your company newsletter or to receive special promotions. Incentives on the front end don’t hurt either. Offer a discount or free gift to draw more customers. 
  • Pick Up the Phone – Despite the many other methods available, sometimes, you just need to pick up the phone. Email, social media and instant messaging can often cloud the tone of your client communication and don’t always offer that relationship-building aspect of a phone call. Plus, you may save yourself and your client some time by placing a call instead of email chains back-and-forth. 

When you’re communicating with your clients, really think about how you like to receive messages, news and other information. Be concise, but fresh and interesting, and vary your content on the platforms your clients use most. Don’t talk atyour clients, but to them and with them. It doesn’t hurt to pick up the phone now and then either. You may just learn a better way to communicate. 

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