| As children, we learned the adage, "It's what's on the | | | | - you are usually more interested in what you have to |
| inside that counts." While that theory teaches a | | | | say than your customers are. Most clients won't read, |
| valuable lesson to youngsters, it doesn't tell the whole | | | | hear or understand your message the first time |
| story. As far as your business goes, there's something | | | | around. So emphasize your main points on multiple |
| else that matters just as much as your service or the | | | | occasions. As a rule of thumb, if you're tired of your |
| quality of your product. It's your image: how customers | | | | message, it's probably just starting to sink in with your |
| view your company. | | | | customers! |
| Look at a few of today's top corporations: Starbucks, | | | | 6. Be consistent. |
| Nordstrom and GE. Companies with stellar images | | | | - Confirm facts. (You would be surprised how many |
| illustrate that it's not enough to be the best. Your | | | | people skip this step.) |
| customers must also see you as the best. Before | | | | - Use spell-checker, but don't depend on it! Or you may |
| buying from you, clients must view your company as | | | | end up with sentences like these (taken from actual |
| one that: | | | | communications): |
| - Understands their problem or need | | | | - "Our massage treatments help relive your pain." |
| - Is competent to help them | | | | - "I know judo, karate, jujitsu and other forms of marital |
| - Speaks their language | | | | arts." |
| - Deserves to be trusted | | | | - "We proudly feature some-day shipping." |
| You may fit that mold, but do your customers think | | | | - Typos can cause customers to question your |
| so? If not, it doesn't matter what the truth is. That's | | | | credibility, so proof your materials carefully. |
| because, to reach your potential, clients must hold the | | | | - Make sure the image your clients see in one vehicle |
| same opinion of your company that you do. But here's | | | | (e.g., your Web site) coincides with what they see in |
| the good news - you can significantly improve your | | | | another (e.g., direct mail). Notice the font, logo and |
| image in 8 simple steps: | | | | colors. Most collateral should keep the same general |
| 1. Assess your current image. You may also use the | | | | look-and-feel. |
| terms "brand" or "reputation." In any case, compare | | | | - Remember, a beautiful home is not built in a day, and |
| how customers see you right now with how you want | | | | neither is your image. You must invest years of hard |
| them to see you. Find out their honest opinions by | | | | work to develop an admirable brand, so keep it up. |
| conducting a survey or asking clients directly. | | | | 7. Give your customers a reason to interact. |
| 2. Put yourself in your customers' shoes. What do your | | | | Communication is a two-way street, and clients who |
| clients really need or want, and how can you give it to | | | | feel involved are more likely to be loyal. |
| them? | | | | - Reality TV typifies this concept. Have you (or your |
| 3. Speak your clients' language. | | | | teenager) ever posted a comment on a TV show |
| - In today's world, you must stand out - or you won't | | | | message board? You would be amazed at how |
| get noticed. The average person is exposed to 300 to | | | | invested viewers become in a weekly reality program. |
| 5,000 marketing messages per day. You have less | | | | And interactive tools only enhance that loyalty. |
| than 3 seconds to catch their attention. Take yourself | | | | - Another example: Many e-commerce Web sites |
| as an example: How many direct mail pieces do you | | | | now offer customer reviews. |
| actually open? How many newspaper articles do you | | | | - How could you incorporate interaction into your |
| read from beginning to end? People pay attention to | | | | communications? Perhaps you should answer a |
| what interests them, so make yourself interesting. | | | | "question of the month" on your Web site, or include a |
| - Get rid of acronyms and jargon unless you know | | | | coupon with your direct mail piece. Use your |
| your audience understands them. Just because you | | | | imagination, and add "customer-to-company" |
| comprehend it doesn't mean they will. | | | | communication to your plan. |
| - Talk in terms of problem/solution. Remind customers | | | | 8. Live up to your promises. Image is (almost) |
| of their problem or need. Then show how your | | | | everything, but your service still matters. Don't get so |
| company is the solution. | | | | caught up in promoting what a remarkable company |
| 4. Toot your horn loudly! Go ahead, it's okay to brag. | | | | you are that you stop doing what made you that way. |
| Tell customers about awards you won, notable | | | | Remember, your brand will make or break you. The |
| accomplishments and testimonials from satisfied clients. | | | | opinions of your customers can mean the difference |
| Let them know about promotional offers, and give | | | | between failure and topping your revenue targets. |
| them advice in your field of expertise. Constantly | | | | Which will you choose? If you implement the steps |
| communicate what sets your company apart. The | | | | shown here - while still offering your clients impeccable |
| more good your customers hear, the quicker they will | | | | products and service - nothing can stop you. You'll |
| forgive a rare bad experience. | | | | have customers for life! |
| 5. Tell them until you're blue in the face. It's a hard truth | | | | |