In the two preceding posts, we’ve taken a look at good vs. bad advertising (Old Spice vs. Charmin), creativity, empathy and taking risks (You’re not you when you’re a commodity).
In this third and last post, we talk about status quo and the lessons from advertising that apply to client communications.
We've always done it this way.
In industries with a strong tendency towards status quo and commoditization, there exists a tremendous opportunity to shake things up and stand out. Ironically, the reasons commonly heard from people who do not want to rock the boat, are the very reasons why one should.
What are the lessons to retain from this?
If you are in any position where you are facing customers and clients, you should think about the way you communicate to them in the following terms:
What is my message?
Does it stand out against a sea of commodity providers?
Does it reflect what my company is and address my clients’ fears and aspirations?
What do my clients truly think about it (aka put yourself in their shoes)?
How can it be improved?
What is my competitors’ messaging like?
If any of these questions make you feel funny inside, congratulations! You’ve just made the first step towards building a better business. You intuition telling you that something needs to change is worth taking the time to explore possibilities and see where your messaging and communications can be improved.
If you recognize the need to change the way you communicate, what is the first step you can take to enact that change?
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