Writing and communication isn’t everyone’s strong suit. In fact, a lot of entrepreneurs and small businesses that manage their own marketing often struggle with finding the right words to convey to their audience. They have snippets and ideas of what they want to say but have trouble putting those thoughts into strong and cohesive sentences.
And so what ends up happening sometimes is that the message they convey to their customers is muddled and confusing. This is especially true for social media, where sometimes even the slightest change in wording and tone can spell danger for any company or enterprise.
That’s why we’ve put together this shortlist of tips on how you can communicate clearly and more efficiently through your digital marketing channels. To do that, we recommend pondering and asking yourself these three basic questions.
1. Who’s this for?
Refining your customer avatar is essential in making sure that the message you’re communicating through is crystal clear.
It’s not enough to have a rough demographic of your customer’s age, gender, and location. Think clearly about your product or service. Who would be the best person to buy your product? What are their likes, their dislikes? What lifestyle choices do they make? Are they single? Married? Do they have children? How old?
The clearer the picture you have of your ideal customer you have in mind, the better. This exercise helps you imagine how you would talk to your ideal customer, and what kinds of words you’d use to better relate to their experiences. Clarity in your messaging begins with clarity on your customer. Which brings us to our second question…
2. What problem do you solve, and how does it benefit your customers?
Most businesses have a rough idea of what it is they do. For example: “We can help fix your pipes and your plumbing,” or “We serve the best fried chicken in the city!”
The problem is that sometimes these ideas are very general. They try to cast a wide net on the marketplace by being inclusive of as many people as possible. The problem with this, though, is that it doesn’t appeal to anyone in particular.
The way to fix this is to go deeper. Be specific. Let’s revisit one of those previous examples with a better version.
“Are you tired of hearing that leaky faucet drip? Or what about that toilet that’s always getting clogged? We’re the Pipe Masters and we can make it so that you’ll never have to stress over any plumbing-related problems ever again!”
This one works better because it highlights the specific pains that homeowners experience. Focusing on the problem in your messaging helps clarify to your audience just what it is, exactly, you offer. It lets them know, “If you keep having to deal with excessive utility bills because of bad plumbing or pipes, we can help solve that problem for you permanently.”
The second half of the coin that can be found in this sentence is the benefit that the customer receives when they sign up for your service: relief from worry and stress.
Talking about the problem opens a gap in your audience’s mind about the things that are troubling them. And then talking about the solution and benefits bridges that gap and brings them closer to where you are.
The next question, however, closes the gap completely and invites them to the other side.
3. What are their next steps?
The internet and social media are places filled with distraction. It’s not enough to just pitch your thoughts and ideas to your audience. Once you’ve gotten their attention, you still have to pull them in. How?
By giving them their next steps. Often referred to as the Call to Action, this is the part where (after you’ve stated the problem and presented your solution), you invite them into a conversation. This is where you take their hand, shake it, and lead them through the door.
Whether it’s as simple as like, follow, and share, or whether it’s clicking on the link to purchase on your website, make sure you give your customer a suggestion as to their next step (especially if they’re interested).
Are you ready to deliver a clear and well-crafted message to your ideal customer?
Take some time to think about and clarify your answers to these three questions. And then put them on a sticky note and attach them onto your screen. That way, every time you’re about to create content for your social media platforms, you’ll know exactly what to say and how best to say it.