FREE TRAINING: WRITE A BETTER WEBSITE
Nine lessons to help you write a website your customers want to read
7 essential communication fixes for your business
Let’s start with a warning.
Everything your clients know about your integrity comes from you.
Your words hold the secret to effective branding and marketing. Because by sending the right messages at the right time, you make your customers feel they’re in safe hands.
Should be simple, right?
After all, you send messages all the time:
But here’s the thing to bear in mind if your business is losing customers.
Every single thing you write has the power to attract, bore, or scare. And sometimes, you bore or scare customers without realising.
So, let’s identify, and fix, the seven common ways that your copy is working against you
As a service provider, you always have an eye out for new business because customer churn is a reality.
Those “newsy” emails from old customers take up time you can’t spare. They’re old customers and they’re done with your service. Right?
So you avoid eye-contact with those emails for as long as you can. When the guilt gets too much, you punch out something and hit send. Job done.
The poor client opens their email to this:
Or at least, this is what the client understands if you haven’t replied with the same warmth and interest as when you were working together.
Why does this matter?
Well, according to research, 80% of your future profits will come from just 20% of your existing customers.
These are dream clients who:
When a client emails you with news, it shows you’ve touched them on a personal level. This is exactly what you want.
Indifference is one of the main reasons customers leave one company and go to another. In fact, a whopping 68% of clients will leave you if they think you’re not interested in them.
My “You-Me-Us” technique builds relationships into your business strategy. You can write an effective response in just three paragraphs, using your natural tone, warmth, and style.
Paragraph 1: Acknowledge their news in a conversational brand-appropriate tone. This tells them you’ve read their email fully.
Paragraph 2: Mention the latest development/product in your business and weave in some benefits, preferably related to a point they’ve mentioned in their email. Keep it to one paragraph, otherwise, it becomes an overt sales pitch.
Paragraph 3: Turn your attention back to your client by making a reference to a single interesting point from their email, and then end with an invitation for them to contact you or go to your website for more information about whatever you mentioned in point two.
Master these three paragraphs and you’ve nurtured the client relationship and created a sales opportunity at the same time.
Yes, you’re supposed to let your personality show on social media.
But not by forgetting that everything you write is a sales pitch — even when you’re not directly selling something.
By insulting a follower, G. became that weird shopkeeper who stands in their doorway hurling abuse at passers-by. Everyone who’s seen this post has formed an impression of G.’s brand.
Imagine a shopkeeper belches loudly in your face. Will you feel better if they:
People like people who apologize when they’ve made a mistake.
Keep it short and simple. Keep your resentment out of it because angry words live forever online and people always find them.
If you have a business link in your bio, everything you post reflects on your integrity.
People come to your site with certain expectations. They expect:
Placeholder text, dead links, and “Coming Soon” pages create the impression you don’t take your business seriously.
If your website stats show decent incoming traffic but people aren’t staying or calling, check your website.
Have a site audit now, and then again every year, to make sure your site works as expected:
People will forgive a terrible design but they won’t forgive bad content.
Your compelling copy has inspired people to get in touch. They love that you’ve got Live Chat and the button is green, inviting them to ask
So they do.
And they wait for a reply.
And wait. And wait. And wait.
Finally, they stop waiting and go to your competitor instead (unsubscribing from your list as they go).
Technology failures happen to the best of us, which is why it’s important to have contingency plans in place. Not just before a major product launch, but every day.
If your delivery system doesn’t work, your efforts in product development, sales and marketing are for nothing.
Important: Log out of your admin panel when you test your system. Admin privileges make you blind to what the customer’s going through.
Automated systems are great when they work, but they can break relationships if they don’t come through.
Some consultants wait two full days, on purpose, to answer customer emails because they think it makes them look busy and in demand.
In reality, the customer’s beginning to write them off.
Research shows that 43% of customers expect an email response within a day, and 44% of customers expect a response in four hours or less.
Expected response times on social media are even faster.
While you need to protect yourself from tech overload, you also need to meet customer expectations – it reflects on
Bonus Tip: If you have a spam filter, know that it’s a booby trap and will suck in genuine messages from real prospective clients. Check your spam box regularly so you’re not losing customers just because you don’t know they’re there.
Getting people to subscribe to your email list is a big deal. It’s your private members’ club where all the good things happen.
Things like that exciting writing retreat you’re selling. It’s been six weeks now and the pre-written welcome sequence has finished, but so many people haven’t purchased.
You get antsy and start deriding your audience: Don’t you want more money??? Don’t you know words are dollars and you’re throwing yours away? Perhaps you’re copying an influencer who knows his audience so well that those emails work for him.
Your emails get more desperate for a sale. People edge out of the door and instead of PayPal chiming, your email dings with unsubscribe notifications.
You’re losing customers.
People signed up to your email list for your intrinsic value. Give them more of what attracted you to them in the first place:
People don’t buy because you tell them they must. They buy because they see for themselves that they must.
It’s better to have a small, engaged group of followers than a huge one that largely ignores you.
A good social media strategy helps you treat your social feed like a business. You use it efficiently to attract and maintain followers who want your service.
Plan your social media goals so you don’t wander the social plains in a daze, eventually losing hope and surrendering to whatever
When you’re busy with a huge list of things to do, it’s not always easy to “think customer.” But building relationships is easier than looking for new customers.
Make customer relationships a part of your mindset. You now know where and how customers form their impressions – use these areas to reinforce your integrity and draw people to you.
Which one are you going to get started with first?
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