Do you need customers? Of course you do! Everyone in business needs customers to survive and thrive. You have a great product or service. You know how to run your business efficiently so you can be profitable. Now, how do you reach those customers with a business message that works?

Here are some tips for improving your business message, whether you are speaking with customers in person or on the phone or you are engaging them with written content.

For written and verbal communication:

Focus on the human recipient of your message. We all tend to get consumed by our electronic devices. When speaking with someone in person, put it down and look up. Focus on the human in front of you. When communicating electronically, remember your message is not just words on a screen. Those words are reaching an actual human being on the other end.

Speak to your audience’s needs and wants, rather than only to your capabilities. You’re understandably excited about all your business has to offer. Think first, though, about what your customer needs or wants and how you can speak to that in your business message.

Keep your message authentic. Stay true to who you are and what your business is. It’s easy to try to be all things to all people but that’s not what your customer wants. They want to know you have something to offer that is unique, that they won’t get anywhere else.

Follow up. Particularly important after meeting new people, following up keeps you and your business top of mind when the need for your service or product arises. Stay in touch and your customers will think of you when they’re ready to purchase.

For verbal communication:

Watch your body language. No matter how clever or on point your words may be, your body can betray you! Always be aware of your facial expressions (smirks, rolled eyes) as well as what your body is saying. Unfold your arms, keep your hands out of your pockets, and maintain an open, welcoming physical stance when speaking to others in person.

Speak clearly and slowly. You’re excited about your business and want to tell your potential customer everything about it as quickly as possible so they can take it all in. Take a breath. Slow down. Speak clearly and make sure that all your words are in plain language. There may be terms that are specific to your industry that your customer won’t understand. If they have to ask you to repeat yourself, it can be frustrating for everyone. Clear, concise words delivered in a reasonable pace will serve you and your customer well.

Maintain appropriate eye contact. It’s natural to get nervous when speaking with a potential customer. Hold your head up and connect at eye level to show your sincere interest as you deliver your business message. For written communication:

Edit for clarity and conciseness. Written content can get bogged down in an overuse of words. Before sending that email or posting that article on your website, read through it one more time to see if you can make it a little more concise. Are you using five words when one will do? Are you writing short sentences and paragraphs so there is plenty of breathing space in between?

Proofread! Errors reflect on you and your business. Look at your content closely before letting your customers see it. Better yet, enlist the help of another set of eyes to read and proofread your written business message. It’s easy to see what we want to see when we are the creators of that content!

For all messages, make it REAL:

Show Respect. Respect is more than manners, although those are important as well. In your communications, show respect for the other person’s time, needs, wants, and concerns.

Display Empathy. Try to gain a better understanding of the other person, to know a little more about who they are, their situation, and what they need so your business message is appropriate and effective.

Pay Attention. Put down the electronic device and focus on the human you are trying to engage with your message. 

Listen with Intent. Listening is more than hearing. Listening takes effort. Make that effort to truly listen to what the other person has to say to you before responding with your business message.

Need help with your business message? In business since 2014, WordsWorking LLC provides writing, editing, and workshop leadership to help make sure your words are working for you! 

Contact Pat Fontana at pat@words-working.net or 919-306-4242.

Thanks for reading!