Small Biz: Don't just walk the walk - talk the talk
Five easy steps to getting your business message clear
By Fern D. Nissim
It is a challenge to keep all the messages straight in today's complex world. But somehow, through the clutter, as a business manager or owner, you need to keep a clear focus on what the message really is for your business.
You can't be all things to all markets. You may think you are clearly stating your message - but others may not hear it. You must first figure out what it is you should be saying that best represents what you are delivering. It's not only about having the best product and service... you need to be able to talk about it in easily understood terms. Here are some basic steps to "talking the walk."
First answer these questions. Do you have a clear idea of what your product or service offers? Think about the clients you service. Is there more than one answer? Is there a different benefit for different customers? Break those out separately. One size may not fit all.
Think about it. What does your organization or business stand for? When you or your associates speak to the prospect or client, is the "benefit" articulated? Are you still talking about all the features you offer instead of the benefits that will be received? There is a big difference in the way the recipient hears that. People don't want to hear about what you can do for them as much as how it will impact their life. Reverse your thinking and see it from their perspective. Does what you are saying really reflect what you are doing for your customer?
Test it out. Once you can pin down the basic message(s), you can incorporate that into every aspect of your business. It may sound simple, but it is not. You will be surprised how the message that is getting out there may be interpreted in lots of ways. Think of all the people on your team that may be presenting a separate message and confusing it because it is being filtered differently and not clear to them. This is how misperceptions begin and perpetuate. Question your team members individually and find what their "talk" is for your product or service.
Build it in. Now that you have a better idea of what you want to convey to the market, and what your team is saying in reality, it is time to incorporate the message into every aspect of your business. Don't assume your team or staff can read your mind. Start with training them to stay on message. Clearly express to them what the message is. It should imply what the customer gains by doing business with you. It should reflect the culture and integrity of the company or organization. Be sure everyone understands what the talk should be. Have them practice until it is undeniably a part of all they say when speaking about it.
Make it visual: They say a picture speaks a thousand words. Be sure your picture is sending out the message you want and that it conveys it. Is it reflected in the visual appearance of everything that represents your company? Is it part of all the media, web site use and promotional efforts? Does it represent the uniqueness of your product and service and the quality of your company? If not, then you have more work to do.
By clearly defining your talk you will be sending a powerful message to your staff, colleagues your prospective customers, but most importantly yourself. You will empower yourself and others to present a clear and memorable package of walking and talking your business to success.
Fern D. Nissim, certified marketing director and founder of Round Pond Group LLC (roundpondgroupllc.com)
a management consulting firm in Central Massachusetts that offers a full circle of solutions to businesses and nonprofit organizations.
WBJ Web Partners
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