An important topic came up this week with more than one client, and – as I sit with it – I realize how often this same concern has come up with others over the years. I am constantly encouraging small business marketers to find a way to communicate with their audiences. Not just once, but regularly. However, it is often the question of what to say that first time that stops them. It is not at all uncommon for small businesses to say NOTHING to their audience as they try to find the perfect thing to say. Let’s not do that anymore. As a unit. Let’s agree to it. Here’s why!
Saying “the perfect thing” to your audience doesn’t exist.
Saying “the perfect thing” to your audience doesn’t exist. #communications #marketingtips #biztips #smallbiz #smallbusiness #smb #business #entrepreneur
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It is hard enough to know what to say to one person in any relationship – personal or professional. As much as you can get to know a person, it is rare to have a situation where you have said exactly the perfect thing and to have a way to measure and know for sure that the thing you said was the best possible thing of all things to say.
The only way you can have those moments is by really getting to know the person. By having conversations. By getting it wrong sometimes and getting it right other times. You learn about them through that process, and – over time – you can start to predict what they need.
It is the same thing with your target markets for your business, but with a complication: It is not just one person that you are talking to when you market. You might send a message that will be received by many people. All of them will interpret your message differently based on their experiences, their view points, or even what happened that day.
As a business owner, you can look for trends. You can try different ways of communicating or bring up different topics, and you can look for those trends that show what the audience prefers. You can also ask them directly what they want through surveys, polls, or simple questions. Putting something out there and giving your audience a chance to react or respond to it is the only way you can actually know what your specific audience values.
Humans adapt. Your audience won’t think the same exact thing forever. This makes it even more important for you to keep communicating with them and gauging their reaction. Those businesses that stay in communication with their audience are much more likely to know when their audience is adapting and be able to get ahead of the curve. When you know what the audience thinks, you have a better opportunity to send relevant messages in the future.
Your audience won’t think the same exact thing forever. #business #smallbusiness #smallbiz #smb #biztips #entrepreneur #marketingtips
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Does this all sound scary? Do you wish you could just know how to say the perfect thing? Be honest about that! There is nothing wrong with telling your audience you want to know how to approach them and to ask for their feedback to help you do that.
So, if you have been waiting to communicate because you are trying to think of the perfect thing to say, let this be your sign! Get out there and talk to your audience. It has to start somewhere!
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