Getting your message across to your ideal client can be more difficult than you might imagine. In fact it’s very easy indeed for your ideas to go entirely unnoticed. Which is why having a strong sense of identity, and a coherent, self-contained story to tell across all your communication platforms, can help you as an entrepreneur and a small businesses owner to stand out and be remembered.
For entrepreneurs and small business owners, succeeding in striking a chord with your audiences can be a key step to success. Whether you’re aiming to communicate with your customers, your co-workers, your target clients, your suppliers or your service providers, having your points understood clearly is crucial, and telling the right story can make all the difference.
What’s the point?
Regardless of the vehicle you are using to get a particular message across to an audience, even if it’s to just one individual, it helps to have a clear and precise idea of which single point you are aiming to make above all others. In fact with marketing content, it often helps to keep your story as closely aligned to this one particular message as possible.
Deciding what your central point should be, offers valuable clarity to your story but the process isn’t always so straightforward. It helps to consider not only your audience, but also your aims; and then to reflect on the simplest way to speak directly to a particular issue. Depending on the circumstances you’re working under, you can bring other ideas, other key points into focus, to help you tell your story before returning to and reiterating the central message.
Getting to, and sticking to the point you’re aiming to make, has always been important in the context of communication but in this day and age its significance seems only to be increasing. The range of media platforms we all use and are exposed to has more or less exploded in recent years, and information is now being transmitted on a massive and unimaginable scale every minute of every day.
The upshot of all this, is that we as human beings can’t possibly take on-board every marketing message, every sales pitch, every call to action we come across. And that puts ever-more pressure on entrepreneurs and small business owners (aiming to be heard by a given audience) to make your messages more memorable, more eye-catching and more to the point than those of your rivals.
Narrative Vs facts
Your clients are more inclined to engage with, and better able to understand a particular point of view if they can relate to it, which is why telling a story is so central to effective marketing. Simply presenting facts or data-points is never likely to make for a compelling story and it’s even more unlikely to stick in the minds of your intended audiences.
Being correct and coherent in a particular regard isn’t enough; you need to make the people receiving your communications feel something, in order for them to really relate to the information you’re presenting and what it is you’re suggesting. So rather than spending your time explaining exactly how your solution works, you should focus much more on convincing people of why it matters and why it can make a real difference. You need to make them feel it!
Know your audience
Explaining concepts on the basis of feelings is not easy, and it requires a good understanding of your audience and something of the way they see the world, or at least how they feel about the issue you’re focussed on. There are plenty of different ways to get to know your audience better, and it will be worth every effort if you succeed in improving your understanding of the people you’re targeting. Your messages can be made more precise, more compelling and more effective in communicating even complex matters.
Plus with social media outreach and search engine marketing becoming ever-more important for growing businesses, a sound knowledge of your audience can also help you find where your target customers and potential clients are spending their time online. This in turn lets you pin-point the right individuals to reach out to and means your messages are more likely to make their way to the right kind of people and communities.
Sharability and credibility
Whether you’re working in social media circles or not, sharability is a huge asset for any message you’re keen to see become widely understood and appreciated. This again brings us back to the idea and the importance of narrative and of telling a striking story with purpose and a point. This is what sharability is all about and whether it happens gradually or seemingly in an instant, a sharable idea is one that people can relate to right away and pass along to their peers who might feel the same.
For the meaning of any message to stick with a given audience and stand the test of time, it also needs to be credible and rely on promises that can be kept, and concepts that carry weight in the real world. It’s great to create messages that stand out and are memorable, but not if they will reflect badly on you or your business in the long run.
Making your messages count
From a business to consumer perspective, most communication is primarily about effective advertising in one form or another, while for business to business (B2B) operators the priorities tend to be quite different. A B2B entrepreneur or service provider can take advantage of opportunities for more regular and personal interactions with clients but getting the right messages across remains crucially important.
By keeping in mind some key ideas and the stories you’re most keen to tell, you can succeed in persuading clients and contacts of the effectiveness and reliability of your service over time, and in ways that are impossible to forget or easily overlook. With practice and the right priorities, you can in fact become your own best and most convincing advertisement. It doesn’t require over-the-top claims or histrionics, just precise answers to specific problems and a simple message told with clarity and control at all times.
*If you’d like to share your experiences with getting ‘your story’ out there, feel free to leave a comment below!