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