The ABC of communication is – Always Be Communicating.
This is the fundamental action part of any business — you should always be communicating.
You may have one core message or several messages. You should always communicate them to your prospects. Use any form of communication – ads, emails, social media or even SMS – but make sure you disseminate your message every day.
When you do it, you:
- Hammer your core message into your prospects’ minds
- Add value to both your current and prospective customers
- Get continuous feedback from customers
The core message should represent who you are, what problems you solve and why you are doing it. Tell this continuously and you will see a significant surge in business growth.
What happens if you don’t communicate every day?
You may have the best product/service in the market. But, only you know it. How do you make your customers know it?
It is by creating marketing messages and communicating them to people.
But doing it once in a while will not be enough. Because nobody cares about you and your business.
Remember that people are preoccupied with their own lives all the time. They’re so preoccupied that they forget to perform their own daily activities. They don’t come out unless there is something refreshing. Something that helps with their immediate problems.
Basically, they show interest only when there is something for them.
So, when you have a product/service that solves their immediate problems, tell them. Tell them every day.
The more you communicate:
- The more chances you have to impress your prospects’ minds
- The ahead you are of your competition
- The more sales you make
And how do you communicate?
Using traditional media channels – Print, TV, Radio — is expensive for many businesses. Also, people have developed selective attention. They quickly ignore commercials.
Whereas, digital media channels are easy, affordable and more profitable.
Digital media platforms help you create channels to communicate directly with prospects. Here, people follow you, read your messages and communicate with you directly.
Digital media allows you to communicate with people in two ways:
- Email:
- Social media
Email is still a personal medium of communication. Similar to traditional letters. Email helps you connect with your customers personally. You can talk to prospects, build relationships, and make sales through this channel.
Social media channels – such as LinkedIn, Twitter, Facebook, Instagram and Medium – help you build your brand. There you get better visibility for your messages, and your fans propagate your messages.
In comparison, email marketing helps you sell better. Statistics show that you get a return on investment (ROI) of $36 for every $1 spent on email marketing. So, building your email list should be a crucial part of your marketing strategy.
When building your brand on social media, choose any 2 channels first. Look for which two channels are a better fit for your product/service.
One Message
This is crucial.
Whatever business you are in, you need to communicate one core message.
This one core message differentiates your business from others. It could be your tagline. For example, KFC has the tagline “finger lickin’ good“. People literally do that at KFC restaurants. BMW has the slogan “The Ultimate Driving Machine”. That’s what BMW is known for – the driving pleasure.
The core message you craft will have to reflect the ultimate benefit for customers.
Remember, you are an entrepreneur. You cannot afford to communicate occasionally. You need to do it every day. And get the right people to do it.
And when do you communicate?
Always.
