Communicating is easy, but true connection is hard. Our world is noisy and there are so many distractions demanding our attention. How do we give our business the best chance to be heard? You need to say the right thing to the right people at the right time. That’s strategic messaging. Sounds simple, right? Even when you get all those things to align, you still need something else to cut through the noise. Showing your true self, being honest and authentic is the best way to create a connection. If you’re not sure where to begin, I can show you.
HOW TO BUILD AUTHENTIC CONNECTIONS
When you want to connect with people and help them understand your brand, you must be authentic. Authentic connection allows others to truly understand who you are as a company and those companies that care about the people they are serving have mastered this messaging. They know who they are and what they stand for.
PROVIDE A SOLUTION
When you can make a real connection, you are no longer selling someone your service, you are providing them with a solution to solve their problem. That’s all any business owner wants to do; use their talents to provide solutions. We didn’t get into business for marketing or sales or operations, but we have to do all those things to be able to connect to the people we want to serve. Sales can be uncomfortable, but if you take the time to do the hard work and figure out your messaging, and say the right thing, your sales process turns into a simple conversation.
STAND UP AND OUT
You’ve got to stand out. You’ve got to be different. You’ve got to stand for something. Most brands stand for quality, but what else? You can’t serve everyone, so who do you serve?
It’s okay to have a specific stance or be for a specific group of people. You have to be okay with not everybody liking you. You want to make sure that the people you’re attracting are truly in it for the right reasons. People want to support companies who they know have good people behind them. When you can authentically communicate who you are, people will fall in love with you. They share how amazing your company is with their friends. They become your ambassadors and tell your story for you. That’s free marketing.
SAY THE RIGHT THING
To connect with your consumers, you’ve got to say the right thing at the right time. You have to truly understand how your ideal client needs to hear the message. That’s how you’re going to create a conversion. Figure out what is important to say, and how to say it concisely. That’s what we do at Mkg Dept. We help people say the right thing. There are many sensitive topics in our world. How does your brand communicate your values, when the world is on fire? It’s tough, but you have to be very strategic. You have to be kind and listen to what your people need from you.
TELL YOUR STORY
We all have a story to tell. Your story is the hardest one to tell. We have this revision cycle that keeps on going and it just never comes out. We never seem to be satisfied with it or we’re afraid of what people will say about our story. You’ve just got to get it out of your brain and on to paper. Put your story out into the world and see what happens. Your story will bring so much value to your potential customers. What is your “why”? Your consumers want to know that there is a real person with real feelings behind your brand. This is how you will connect with them.
Feedback is the best way to understand what your audience is thinking. Get on a coffee call with someone and ask them for feedback on a message you’re using or a story that you’re telling. Those are valuable golden nuggets they are giving you while also connecting with you. Once you adjust your message from what they tell you, you’re going to be able to tell a story that’s very direct and targeted to the people who need to hear it. Feedback is a great way to learn and to improve upon what you’re doing.
STEAL LIKE AN ARTIST
There is no original idea. It’s all been said before. But as I often tell my husband, sometimes it takes someone else saying it, for it to click in your mind. You may not have been the first person to say a particular message, but by delivering it to the right people at the right time, you can cut through the other distractions and reach the people you’re targeting to create a genuine connection. It’s okay if it’s been said before, say it in your own way and when your audience needs to hear it.
When creating your messaging, the goal should always be to connect, and to make that connection authentic to your voice and to your brand. We should be aiming to stand out, to say the right thing, and to tell our story. Once you are able to authentically connect with your audience, you will create a league of people who are dedicated to supporting your brand!