It’s not what you want to hear

I started my career at British Airways in the days when it was the ‘world’s favourite airline’. I loved working there and loved talking about how great it was. How I must have bored people!

If we’re not careful, it can be the same with business. We love what we’re doing and want to tell people about it, but other people don’t always want to hear. Perhaps they have different interests and needs.

That’s why, when producing promotional material, it’s best to consider what customers find exciting rather than what interests us. Something which appears mundane to us, such as a way of reducing costs, could excite our customers considerably and that’s what we should focus on.

We can only find out what our customers are interested in by building relationships and developing conversations. We can do this through activities such as web site forums, printed and online newsletters, questionnaires, surveys and, of course, speaking directly on the phone or face-to-face.

Perhaps our interests are the same as our customers, perhaps not, but we have to find out. Once we know, we can tailor our communications to meet what they want.

After yesterday’s blog, have you started or reviewed  your communications plan?

z2zine next week: Finding your voice

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