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Several years ago, I was volunteering in my son’s kindergarten class. The room was filled with the noisy energy of more than 20 five-year-olds. When the teacher wanted the children’s attention, she spoke quietly yet firmly, so quietly in fact, that the parent volunteers in the back of the room could barely hear her. The teacher never raised her voice yet in less than a minute, the room was quiet. Parents marveled, joking that they had to yell to be heard at home. The teacher responded, “I speak softly so the children have to listen.”
In this age of sensory and information overload, how can you “speak softly” to communicate effectively? Here are three key concepts:
- Deliver an important message. Every time you communicate with prospects and customers, deliver a message that is important to them. Focus on what they need, not what you need. Talk about benefits not features to ensure that your marketing communication is customer-centered.
- Deliver a succinct message. It’s human nature to tune out someone who drones on and on without making a point. Don’t fall into this trap and lose the attention of your audience. Have a succinct marketing message that clearly explains the customer pain points your product or service addresses, your solution and what makes your solution better than that offered by your competition. Your marketing message is the verbal representation of your brand. Use it consistently and often, just as you do your company logo.
- Deliver your message with confidence. You don’t need to barrage your customers and prospects with content to get through to them. This sends the signal that you really don’t know what is important to your clients. Make the effort to determine who your audience is, the best way to reach them and what content is relevant to them.