BrandingWire: Communicating with Customers
Posted by Becky Carroll on December 14, 2007
We communicate with our customers in many ways. In fact, customers pick up communication clues from not just our words, but also from tone of voice, demeanor (yes, a smile can be heard!), and body language. In certain settings, the sense of smell plays a large part, even impacting long-term memory. In written communications, words aren’t everything – pictures and color make up a large part of the story. One of the masters of using non-verbal communication was one of my favorite directors, Alfred Hitchcock:
“Dialogue should simply be a sound among other sounds, just something that comes out of the mouths of people whose eyes tell the story in visual terms.” Alfred Hitchcock
This brings me to the latest BrandingWire challenge about color. Rachel is a color consultant for business and helps organizations use color as an effective tool in their marketing arsenal. She is relatively new to the market of color consulting, and she wants to spread the word about what she can do (and keep in mind that she is moving states within the year!). She also writes a blog about color called Hue.
The new BrandingWire model is to leave the case study open for others to share their advice, expanding it beyond our original “posse”. There are already several comments on Rachel’s challenge, including mine today. Here were my suggestions for Rachel:
1. Do some quick research with small businesses in your area; you can use them as a “proxy” for what small businesses in other areas might think.
Talk to those who see the inherent value in being color-conscious and those who don’t. What were the drivers and motivators behind the color decisions made by the savvy businesses? What helped them make the choice to use color in marketing?
Talk to those who don’t yet know the value using color can bring them. What are their thoughts/concerns/objections? Understanding your customers and potential customers is a key step towards business success for you! This will also help you with Chris Brown’s suggestion of finding the right client.
2. Your blog is potentially a very powerful tool for your business! You have a strong writing style and good insight. However, I am not convinced it will appeal to your potential customers – yet.
You can make your blog content more relevant by adding insights at the end of each post with how it can apply to small business. This would help your potential clients to see that they could use these concepts in their businesses, and by the way, Rachel seems like she really gets how I could do that!
Feel free to go to the BrandingWire site and add your own ideas for Rachel. There are also many other great ideas in the comments, so grab a cup of coffee and take a few minutes to peruse the thoughts of some smart bloggers. (Photo credit: nruboc)