Do you have the ability to connect personally with your clients? It’s easy to fall into the trap of treating all customers the same. We think it saves us time to send out a mass message blast or pitch ourselves the same way to every person we meet, but that generalization could be a missed opportunity and relationship. If you’re finding that your marketing campaign results aren’t what you’d hoped for, a simple shift in your communication strategy might be all you need.

Your Brand Is Here To Solve A Problem

Every client has unique needs, challenges, and desires. When you address these, you want to first capture their attention by creating awareness of their issue. This gives you that all important segue to build trust and loyalty, but the way you communicate your brand’s message is just as important as capturing their attention in the first place. Have you shown how you make a difference for them on a personal level? Are you specific about how you can help them?

4 Types of Communication

Connecting with your audience can happen in many different ways, especially with the advancement of social media and the potential it now brings to the table. You’ll usually end up using these four key types of communication throughout your interactions in order to get your message across:

1. Verbal communication, which involves the way we speak aloud and communicate our messages through words. In marketing, verbal communication can be conveyed through tone during phone calls or in-person interactions.
2. Non-verbal communication includes body language, facial expressions, and tone of voice that accompany verbal communication. Half of communication is conveyed through body language, so it’s not to be dismissed in those face-to-face meetings or conference calls.
3. Visual communication leverages imagery to convey messages. Think about the design of your marketing materials or the images you use in social media posts. Visuals can send a message just as strongly as other types of communication when used thoughtfully.
4. Last, written communication involves any written word, like emails, press releases, and reports. Personalizing written communication can be highly effective in delivering what your audience expects, especially through targeted email marketing campaigns.

You can break down possible and preferred communication styles, plus specific messages, for individual clients by identifying and addressing their problems first. If you don’t know what they are having problems with, ask them. 

Use their responses and reactions to your content to guide your communication strategy as you go. Positive responses and increased engagement are indicators of what works, while a lack of response can prompt some needed adjustments. 

Building Real Connections

Consider the impact you feel when someone speaks directly to your own needs. If your brand is talking to the busy mother, perhaps she’s balancing dinner prep with running a small business. How can your product or service offer her relief or convenience? For the business owner that’s grinding through 90-hour workweeks and is looking to reclaim some personal time, how can you offer support that allows them envision a more balanced life?

Communicating To Your Individual Customer

Whatever hits your audience’s inbox should be something that they expect, anticipate, or get excited about. Regardless of the style of communication you choose—urgency, scarcity, social proof, authority—you want the message to hit home with whoever is reading it. Otherwise, you’re throwing spaghetti at the wall to see what sticks.

Pro tip: If you have yet to integrate your email list into a Customer Relationship Management system (CRM), we’re using GoHighLevel to deliver your brand’s personalization and segmentation needs. Curious? Let’s chat.

The Result of Personalized Communication

You want to convey that your brand will help customers in some way, shape, or form, find balance. When you tailor your communication, you make this feel like a possibility, and that personal touch elevates the connection with them from sale to an actual bond. That’s good news for the both of you.

Build Relationships With Your Customers

The next time you draft an email or plan a marketing campaign, take a moment to think about who you’re trying to help. Craft messages that speak directly to them as individuals, not just as part of a larger target market. When you press send, you’re opening a line of personal communication that can lead to long-term growth for everyone.

Whether you’re refining an existing approach or starting fresh, we’re here to help you reach your marketing goals. Let’s revamp your communication strategy and start connecting more personally with your audience today. Just fill out the form below and we’ll get back to you soon.