Repetition makes the message resonate…doesn't it? Many business owners live by the decree that you must talk to shoppers all the time, or over-communicate, to really reach them.
Any business' success is tied to public awareness. Through repetition—or over-communicating—you can establish that awareness
It makes sense. Think about some of the brand messages that come to mind right now. How did they get there? Through constant communication and repetition.
Many say it works. Others caution that communicating too much with shoppers can backfire, hurting the brand, product or service. The good news is there is a right formula to communicate often without overwhelming shoppers. Read on.
Perfect your message
Any business' success is tied to public awareness. Through repetition—or over-communicating—you can establish that awareness and even solidify it. But your message needs to be carefully constructed and deployed properly for the greatest impact. Here's how you do that.
1. Develop an idea of what your brand or service is all about, the aspect you want customers to always think of when they think of you.
2. Deconstruct and reconstruct that idea into a succinct message made of the fewest words possible. Think of taglines and jingles, and always use friendly, simple words shoppers will understand easily.
3. Attach the message to all your communication, from introductory content at your business to email correspondence to order fulfillment and customer service communiques.
4. Repeat, repeat, repeat.
Reach shoppers at the right times
But, isn't that list more about brand building than over-communication? Yes and no.
The succinct message does strive to occupy space in customers' minds, like any good brand would. But it does double duty when you include it in every instance in which you communicate with shoppers. So reach them on your website or where ever you engage with new customers. Tell shoppers what your business is about and how it serves their wants and needs.
Yes, it's a lot of communication, but it's also a way to clearly demonstrate your dedication to your shoppers
Then, when they're shopping with you, reiterate your brand message and give them easy ways to reach you. Provide them with a phone number, email address, social media account, etc.
Once they buy, message shoppers again, telling them about their order status and why it was a good decision that they ordered from you.
After that, let them know when their order ships, check in again once the tracking number shows delivery, then check in again a few days later to see if shoppers are satisfied and if there's an opportunity for another sale.
Keep repeating your brand message during all these interactions.
Yes, it's a lot of communication, but it's also a way to clearly demonstrate your dedication to your shoppers and keep embedding your brand message. Hopefully that helps them repeat your brand message in their own heads and to other people. That's when over-communicating works.
Stay in shoppers' good graces
But can't over-commutating annoy shoppers? Totally! So once you have your message down and know when and where you'll share it, keep these tips in mind to keep your messaging from spiraling horribly downward.
Customers need information, and you need their ear to get your message to them, but they like choices and need to feel they're in control
1. Remember your business goals in all that you communicate and work to limit communications to just that purpose.
2. Share information about yourself and your business story, but don't stray into personal matters potentially divisive among your customers.
3. Give customers as much communication as you would like. Become your own customer to get control of what you'll say, when you'll say it and how often.
4. Give shoppers the opportunity to opt out. Hopefully your well-crafted communication method keeps their interest, but if not, let them say, "no thanks."
5. Use occasional surveys to ask if they like the information you provide and ask if there's anything additional they like to know (or anything less).
6. Develop a messaging timetable so customers can anticipate when they might receive your next update.
Customers need information, and you need their ear to get your message to them, but they like choices and need to feel they're in control.
It all boils down to respecting your shoppers' time. Yes, you want to jump in front of them and drive home your messaging and brand, but you must be strategic in when and how you do it. But if you can develop a rhythm that suits your shoppers, they'll remember you for your method and your message. And when that happens, you will have over-communicated in just the right way.