Why Direct Mail Marketing is a Brilliant Investment

When email marketing began around 1978, its low cost, speedy delivery, and great response rates made marketers wonder if direct mail would disappear forever.

Today, that couldn’t be further from the truth. An overload of digital messages has caused open and click-through rates to decline substantially, and many spam filters and firewalls block emails altogether.

At the same time, a volume decrease in traditional mail has allowed direct mail marketing to rise to the top of the mailbox, being noticed, read, and responded to more frequently.

Need proof? Here are some stats to consider:

  • According to the Direct Marketing Association’s 2017 Response Rate Report, direct mail offered a 5.1 percent response to house lists and a 2.9 percent response to rented lists across all direct mail formats. (In comparison, the 2017 response rate for all digital channels combined was 2 percent.)
  • Eighty-five percent of consumers will open a piece of mail that catches their attention, and more than 40 percent of recipients read the entire piece.
  • Ninety-two percent of Millennials are persuaded to make a purchase decision based on direct mail as opposed to 78 percent who are influenced to purchase through email marketing. Sixty-three percent of these direct mail responders said they had made a purchase in the last three months.
  • Consumers of all ages are 22 percent more likely to purchase products promoted through direct mail than they are products advertised through email.
  • Eighty-two percent of Millennials say they read direct mail they get from retail brands, and 54 percent said they enjoy looking through print catalogs they receive in the mail.
  • Forty-nine percent of Millennials use print coupons at retail stores, with three out of four making use of grocery inserts found in direct mail or the newspaper.
  • Branded products, on average, get a 1,300 percent ROI from direct mail.
  • Direct-mail packages generate 78 percent of all donations made to nonprofits.

Direct Mail’s Superior Advantage 

If digital marketing is easy and inexpensive, why does print marketing continue to dominate?

Studies show that the physicality of print creates a “deeper footprint” in the brain: an enduring emotional connection for those who connect with it. In fact, MRI imaging showed a higher rate of brain stimulation for those reading content on paper, which shows our minds automatically perceive physical materials to be more genuine. One advertising study found that consumers recalled print ads better than digital ads and had more emotional responses to print as well. Heightened emotion leads to higher perceived values, increased product desirability, and greater follow through when it comes to inquiries and purchases.

Are you ready to craft the right message, for the right people, at just the right time? When you want to make strong connections with your prospects, an ink-on-paper sales letter or direct-mail package will help you spark interest, generate leads, and boost response rates.

Streamline the Process

Maybe you want to try direct mail but you’re not sure where to start. When you’re ready to move ahead, we’ll help you create stunning pieces that make your message shine. From initial formatting and to final ordering and delivery, we’ll do the heavy lifting and streamline the entire process.

Overcome barriers today with memorable, actionable mailings!

How to Produce Thoughtful Designs that Generate Big Results

Design is a process that turns an idea or a requirement into a finished product.

While many people believe designs just “happen,” that isn’t the case. Some designs may come together quickly, but generally, there are many stages along the way. Whether you need full-service graphic design or collaboration together along the way, it can be helpful to approach the design process in stages.

Want to produce more inspiring designs? Approach the process in a strategic, focused way. Here are four key stages:

1. Define & Research

At this stage, the design problem and the target audience should be clearly defined.

Preparation reviews information such as the demographics of the target market, the key concepts or language that connect with these people, and the focal message you want to share. The more precise you are in this pre-planning, the more targeted your design solutions will be. Here’s one inspiring example:

Three is a British mobile communications company that used its award-winning “Holiday Spam” campaign to feature travelers sending a flood of cliched holiday photos to people back home. The company appealed to new customers by offering free data services during holiday travel abroad.

Tracking mobile data of customers traveling abroad, Three’s research found that, during holidays, people used 71 times more data than they would have used if they had to pay extra (and this was mostly generated from holiday snaps on social media!). By featuring travelers “spamming” their friends with holiday snaps, Three successfully tapped into audience desires while driving awareness for free data services. This brought a 90% increase in their social conversation volume, higher brand metrics, and increased customer savings as people signed on for new service.

2. Ideate and Prototype

Ideation involves the generation of ideas through creative thinking and prototypes.

Idea generation may come through brainstorming, sketching ideas, adapting previous ads or designs, or by using creative design exercises. While many people rush through the brainstorming stage, ideation strategies are paramount because they allow designers to flow in a life-giving, streamlined environment, releasing ideas that are imaginative, strategy-driven, and smart.

From here, prototyping offers a workup of designs for interested clients. Prototypes give clients the ability to visualize and vet ideas before they are formally produced. The ideation and prototype stages are a critical juncture for printers and clients to collaborate, so the best possible outcome is achieved.

3. Select

During the selection phase, proposed solutions are measured against the original design objective.

Some solutions initially seem practical, but when compared to the original benchmark, you see that they aren’t a good fit. Once a concept gets closer to completion, cost, time, and media formats will sharpen focus and help you choose the most effective design.

4. Implement

At this stage, partners collaborate to bring ideas to life and to generate final delivery.

In print production, finishing techniques are imperative for beautifying your design. This stage includes the application of print finishing processes like folding, die-cutting, binding, varnishing, embossing, or foil accents. Finish techniques are a beautiful way to support and enhance your message and are best considered during the ideation stage so they can be efficiently melded into final print runs.

The Best Possible Product

Different jobs require the use of different techniques, but the strategic design process is generally the same.

This focused approach ensures your design will serve both economic and creative goals. The ultimate aim is to present information in the best possible way for your readers while equipping designers to unleash tremendous creativity in the process.

The Experts Weigh In: Two Strategies for Recession-Proofing Your Business

As COVID-19 shakes businesses around the country, today is a great time to reflect on the victories of those who’ve survived previous financial struggles.

In particular, the 2008 recession offers valuable lessons from entrepreneurs who shifted to either a “prevention” or a “promotion” focus. Here are two real-life success stories, with takeaways for your team.

Prevention Focus: The Montgomery Group

Ernest Montgomery is an NYU grad who launched a creative agency that produces advertising campaigns and manages its talent (photographers, stylists, makeup artists) in-house.

In 2008, Montgomery enjoyed modest success, booking clients like American Airlines and Pepsi. He rented a beautiful office on 7th Avenue in Manhattan, expanded his staff to 15 artists, and grew revenue to around $800k/year. But when the recession hit, he was forced to make some difficult decisions.

Choosing a primarily defensive strategy, Montgomery cut every expense he could think of. He abandoned offices and made his entire staff remote. He axed his web design budget and learned to build sites himself. And most dramatically, he permanently relocated to the Dominican Republic.

Why?

“A campaign that costs $100k to produce in Miami can be made for $65k in the Dominican Republic,” said Montgomery. “A location that costs $10k in Miami costs $500 here — and there is so much less red tape — street permits, blocking off traffic, all that.”

To this day, when Montgomery meets with clients he hops a three-hour flight into New York City, spends the whole day in the U.S., and takes the last flight home. To survive financial hardship, he advises companies to ask their clients, employees, and associate three questions:

  • “What can we do to make things feel better?”
  • “How can we survive this as a group?”
  • “What are we going to do differently once this is over?”

With a leaner overhead, companies are more nimble, with greater flexibility to follow the market and its new demands. And that defensive maneuver can give you an offensive advantage.

Promotion Focus: The Baker Hasseldenz Studio

Scott Baker and Mary Ann Hesseldenz are known for making custom luxury furniture for wealthy clients.

Before the 2008 recession, their Arizona studio catered to clients who were building new homes and wanted matching $17,000 couches or $5000 cocktail tables. But when the housing market tanked, they had to recalibrate.

The couple says they survived the 2008 crash by paying attention to trends and making quick adjustments. While wealthy people weren’t building new homes, they noticed there was still a thriving remodeling market. Their studio quickly shifted focus from high-end furniture to millwork and cabinets.

During the recession, the couple kept overhead low by hiring independent contractors and keeping workshop space minimal. Due to their quick thinking, the couple later noted that their income during the recession actually went up! A decade later, they’re up to $1 million in gross revenue: $500,000 in millwork, $300,000 in furniture sales, and $180,000 in interior design fees.

A promotion focus will look different for everyone, but it requires offensive moves. This may include diversifying your client pool, forging strategic partnerships with other companies, pivoting to a different product focus, doubling inventory where you find strategic buyer’s markets, or rolling out a creative new ad campaign.

A Time to Showcase Your Brand

Whether you take a prevention or a promotion focus, it’s important not to hide!

Today is the best day to showcase your brand and maintain relevancy. Take advantage of this season to build new systems and amplify name recognition. The objective during a crisis is to go beyond survival and to come out stronger.

Pack Extra Meaning into Your Message with Strategic Color Combinations

Of all the elements of design, color is probably the most challenging to understand. 

Color originates from a light source that is viewed directly or seen as reflected light. While colors can be displayed in spectrums, prisms, or contrasts, the power of colors is not only in their arrangement, but in the way we perceive them.

Want to add depth to your message? The colors you choose can add an extra layer of meaning.

Colors Prompt a Specific Response

According to Sally Augustin from Psychology Today, research shows that particular colors can prompt measurable responses.

Here are the impacts of five particular colors, and how you can use them to your advantage:

Green

Seeing the color green has been linked to more creative thinking—so greens are good options for pieces featuring innovation, creativity, artistic specialties, or proactive growth.

Red

People featured in front of red backgrounds are generally seen as more attractive when silhouetted against other colors, so reds are great for photo backdrops, booklet covers, headshots, and more.

Having a red surface in view also gives people a burst of strength, so reds are good choices for concepts related to fitness, acceleration, competition, and courage.

Violet

People tend to link greyish violet with sophistication, so these hues can be a good selection for places where you’re trying to make a stylish impression.

Try subtle violet/grey hues in designs for home apparel, personal products, product labels, and more.

Yellow 

Yellow is associated with joy, happiness, optimism, and energy.

This color stimulates mental activity and generates muscle energy. Yellows are great for stimulating appetite, implying freshness, or for conveying warmth. Yellow also screams for attention, so you can use it to grab interest. Avoid overdoing it by adding yellow in contrast with another color.

Blue

Did you know that people are more likely to tell you that blue is their favorite color than any other shade?

Blue is a great choice for design, especially with so many shades to choose from! Nature-themed blues can call forth feelings of calmness or serenity, and are perfect for striking a tranquil tone. Turquoise or royal blues can project stability and reliability, which is strategic for brands that want to communicate productivity or security.

One caution about blue: it is not very appetizing. In the world of cuisine, humans are geared toward avoiding blue as it is often a sign of poison or spoilage. Some weight loss plans even recommend eating your food off a blue plate to squelch hunger!

Color Your Communication

Color is a powerful communication tool and can be used to signal action, sway emotions, and even influence physiological reactions. 

The right use of colors can play an important role in conveying information, creating moods, and influencing the decisions people make. Be strategic and add extra meaning to your message with dynamic, powerful color combinations.

Prepare for Your Next Breakthrough by Prioritizing Self-Care

There are many seasons in life.

Some are exhilarating, others exhausting. Some bring immense growth, and others deplete you.

Just as there are seasons in nature, there is continual change in our daily lives. Many of us were caught off guard by the coronavirus, and our questions about the future can be more depleting than the uncertainty of this day.

But wisdom takes the long view, and that means prioritizing personal health so you can endure and thrive tomorrow.

From Crisis to Recovery

As you move from a season of chaos to a season of recovery, self-care is one of the most important things you can do. What might this look like? Here is a checklist to consider:

Set a Routine and Prioritize Consistency

Since so many things are out of whack, daily routines are more important than ever.

Create expectations for yourself and your family by involving them in daily cleaning, cooking, recreation, or school responsibilities. Make room for relaxing and fun activities, and build quiet space into your calendar. Posting a new weekly schedule for everyone can make life feel more fun, productive, and stable.

Spend Time Outside

Enjoy the outdoors every day, whether it’s a walk around your yard or sitting under an umbrella on your front steps.

The outdoors will refresh you. Even opening the windows can bring an invigorating breeze and a gush of energy.

Cultivate Joy

A lot of what we hear and see these days is scary and troubling, and there is power as we move in the opposite spirit.

Whether it’s a YouTube video or a hopeful song, find one thing each day that makes you smile, laugh, or feel good. To double the impact, share your positivity with others. A joy shared is multiplied!

Reach Out

Perhaps the last few months have left you so frazzled you haven’t made time for others.

Isolation is very dangerous, increasing your risk of mortality, prompting quicker cognitive decline, and inflating your pessimism about the future. People need people, and sometimes YOU need to be the one who makes the first move. Reach out to others through emails, video-conferencing, a driveway coffee date, or a long walk.

Control What You Can

While it is natural to worry about the future, anxiety can carry you away.

When uncertainty tempts you to fret, counteract that by concentrating on what IS in your control. Can you deep-clean your storage room, re-arrange furniture, or start a wood-working project? Bringing order to chaos is a wonderful antidote to stormy emotions.

Help Others

Research shows that helping others is a great way to help yourself.

When recovering from a season of stress, one of the best ways to recover is by lifting others up too. Can you donate money, supplies, or time to a non-profit? Deliver groceries or a “favorite” pampering item to someone who isn’t expecting it?

When you are stressed or afraid, one of the most powerful things you can do is to find someone who is worse off than you and serve them.

This Too Shall Pass

COVID-19 has prompted a season of isolation and stress like many have never known.

It is scary to think of living like this forever, but remind yourself that it WILL end, even if it takes a long time to rebalance. Just like seasons pass each year, this time of testing will pass as well.

There is no “right way” to take care of yourself, but it crucial that you do it!

Customer Service Stories to Make Your Heart Smile

“Well done is better than well said.” (Benjamin Franklin)

After months of social distancing, today, people are craving a personal touch more than ever. Companies that go the extra mile remind us of an important truth: people are valuable. Businesses that genuinely care about their customers will express it, and clients will reciprocate with a loyalty that lasts.

Looking for inspiration? Here are three heart-warming stories.

Lego Understands Children

Losing a toy can be devastating to a child.

Lego recognized this and personalized their response in an unforgettable way. When Luka Apps lost his favorite Lego figure (Ninjago’s “Jay ZX”) while shopping, he wrote an apology letter to Lego, begged for a replacement, and said his father had warned him about taking Legos outside.

Lego didn’t just replace Jay; they surprised Luka with something special. A customer service rep named Richard responded quickly, telling Luka he had talked to (Ninjago Spinjitzu Master) Sensei Wu:

“He told me to tell you, ‘Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu.’ Sensei Wu also told me it was okay if I sent you a new Jay and told me it would be okay if I included something extra for you because anyone that saves their Christmas money to buy the Ultrasonic Raider must be a really big Ninjago fan.

“So, I hope you enjoy your Jay minifigure with all his weapons. You will actually have the only Jay minifigure that combines 3 different Jays into one! I am also going to send you a bad guy for him to fight! Just remember, what Sensei Wu said: keep your minifigures protected like the Weapons of Spinjitzu! And of course, always listen to your dad.”

Richard’s response was so creative it went viral. Lego surprised Luke and won the hearts of families worldwide.

B. Dalton: Placing Customers Above Competition

Is your company truly focused on customer satisfaction?

B. Dalton (a bookseller later acquired by Barnes and Noble) was famous for its relentless customer care. One Christmas, a mother was shopping for a book her son requested. An employee scanned the computer and found the desired book was in stock but still packed.

After unsuccessfully searching the storeroom, the employee returned with an apology. Disappointed by her inability to help, the worker then called a competing retailer, reserved the book for the customer, and printed directions to the other store. Reader DD Moffitt was stunned by this consideration. While B. Dalton missed the sale that day, it gained DD’s loyalty for life.

Trader Joe’s: Turning a Problem into a Party

One evening, a mother and son were grabbing groceries at Trader Joe’s.

The boy (as boys are known to do) was bouncing off the walls. He ran loose from his mother, escaped to another aisle, and almost ran over an employee. The embarrassed mother moved quickly to apologize, but the employee said they were all used to it, and that shopping with children was kind of like “a dance party on the floor.”

With that, he started dodging and grooving and called several fellow employees to jam along.

They asked the shy child to join in the freezer section party, and soon the whole store was laughing. By making light of a tough situation, Trader Joe’s made this an unforgettable day.

It’s All About People

Business is about relationships, and customer service stories are wonderful because they illustrate kindness in action and spark new ideas.

Enjoy these illustrations and allow them to inspire you to take your own service to a higher level.

3 Strategies for Pursuing New Business Opportunities

In the weeks surrounding the onset of COVID-19, businesses worldwide have pivoted quickly.

Many have juggled shifting expectations by establishing remote work arrangements, securing supply chains, reducing employee workload, cutting costs, or applying for government support.

Now it’s time to move forward with a proactive business plan and to consider new opportunities. What will this look like for your business? Here are three strategies.

Strategy 1: Same Products, Different Channel

If the majority of your business takes place on-site, now a promotion focus through a different channel may be helpful.

In what ways can you offer the same (or similar) products and services through an online channel? Can you digitize any of your physical products? Can you offer webinars, online consultation, or build a technology-mediated delivery solution? From curbside pick-up to livestream shopping events, ramped up digital options are a low-hanging fruit every business should explore.

One florist facing delivery bans sold “virtual” bouquets for $70-$400 dollars. The recipient got a photo of their bouquet over email with the promise of a live delivery once businesses re-opened. When Chinese cosmetics company Lin Qingxuan was forced to close 40% of its stores, the company redeployed its beauty advisers as online influencers, and digital tools like WeChat engaged customers virtually. One large-scale livestream shopping event featuring 100 beauty advisers, helping Lin Quingxuan’s February sales climb 120% over 2019 sales.

Strategy 2: Same Infrastructure, Different Products

During a crisis, leaders must recognize opportunities and make the most of them. 

The COVID-19 season is a crucial time to consider new opportunities. While the need for some products and services has fallen, demand for others is high and even growing. Can your business deploy existing infrastructure to produce different products or offer new services?

In the spring of 2020, companies such as LVMH (perfumes) and Skyroro (rockets) switched to producing hand sanitizer within a few days. Manufacturers like GM, Ford, and My Pillow modified idle production lines to manufacture medical devices and face masks.

If people today see increased value in e-learning, improved individual health, or meaningful networking, how can your business identify and fill these needs? Disruptors often come from the bottom of the market to upend traditional retailers, or they create new markets and appeal to customers who have previously gone without a product.

Strategy 3: Same Products, Different Infrastructure

Perhaps your challenge is an increased demand for a particular product or service.

In this season, some companies may need to quickly augment physical systems, communication networks, or staffing to increase production or delivery capacity. And building new infrastructure often requires collaboration with external partners.

Employee sharing is one example of companies shifting infrastructure to meet needs. In Germany, McDonald’s staff have been permitted to work at Aldi stores while on-site dining is shuttered, and groceries are swamped. On the physical side, an adapted retail model may mean offer smaller stores (or “nodes” within large spaces) rather than crowd-based facilities.

Monitoring needs and forecasting future behavior are critical to adapting your infrastructure and remaining nimble.

Creativity Fuels Innovation

During a crisis, many things are out of your control.

But that’s ok because you can still shape your response! Focus solely on what you can control. Look for creative ways to adapt, and you will come out stronger in the years to come.  

 

Selling the Vision: The Passion Behind the Product

In 1948, Richard Stack started Dick’s Bait and Tackle with three hundred dollars borrowed from his grandmother.

As the store expanded into sports and retail, Richard and his son Ed learned many lessons. Ed says one impactful memory came during a moment that tested his father.

One day a little kid walked in the store and wandered over to the baseball section, then grabbed a glove and bolted toward the door. An employee nabbed him as he reached the parking lot and dragged him back inside. The employee was yelling at the child when Richard Stack intervened. He looked the little boy up and down and laid a hand lightly on his shoulder. From his ragged clothing, it was clear that this child came from a family with limited resources.

“Why’d you steal the glove?” Stack asked.

Tears streamed down the child’s face as he squeaked, “I just want to play baseball.”

Stack nodded. “You can’t steal,” he said. “No matter how bad you want something, you cannot steal it. I want you to promise me you’re not going to do this again.”

“Yes, sir,” the kid said.

“Ok,” said Stack.

Then he walked over to the baseball section of the store and had the boy pick out a ball and a bat to go with the glove.

“You go play baseball,” Stack said, “and stay out of trouble.”

Because Richard recognized the value of his own youth sports experiences, his business was always a major proponent of individual kids and youth sports initiatives. In the early 1960s, Richard went on to expand the Binghamton, NY Little League program from 60 kids to 240. And eventually, Dick’s Sporting Goods began donating over $20 million a year to school sports programs nationwide.

Casting Customers in the Starring Role

Every kid dreams.

Ed Stack says this is something Dick’s keeps in mind through all their business decisions today. When a parent comes in to buy his or her kid a baseball glove or soccer cleats, they are buying more than equipment; they’re buying a dream of joy or greatness for their child. And Dick’s expands that vision to entire communities, leading a “Sports Matters” giving campaign with this storyline: “Every Kid Deserves a Chance to Play.”

Selling a vision is very different than selling a product, and it’s much easier. A vision is about a customer who sees themselves as the main character of your narrative. Here customers see what they could achieve through the vision you create. This starts by highlighting the challenges or problems of their current situation: potential they could tap into, dreams they want to achieve, or opportunities they may be missing.

Inspiring brands always lead their messages with an idea. For Dick’s, a core idea is that sports make a huge difference in the life of a child. Whether your idea is a belief to change the world or to encourage social responsibilities, your core belief will draw like-minded people to your brand. And when this vision engages the customer, they begin to own it for themselves.

Selling the vision isn’t about functions or features; it’s about showcasing the possibilities. Instead of selling rain boots, sell a world without soggy feet. Instead of selling coffee subscription services, sell the aroma of blissfully fresh beans at the doorstep each month. Instead of selling bats and gloves, sell the dream of children who have a place to belong.

Paint a picture of the desired reality and offer a road map for achieving it.

5 Tips for a Successful Video Conference

Generation Z is the demographic cohort born between the mid-to-late 1990s and around 2010.

Affectionately known as “Zoomers,” Gen Z individuals are technologically advanced (having never seen a world without internet), perceive information best through visuals, and absorb tons of new information daily. Zoomers are quick to learn and adept with technology, which is something we’re all being challenged to do in this pandemic season!

Best Practices for Managing Meetings Remotely

Perhaps you’ve recently become a “Zoomer” yourself: video-conferencing for the first time or managing the majority of your business remotely.

Whether you’re a tech pro or you are brand new to online meetings, everyone faces video-based communication challenges. Here are a few tips to make your online meetings a bit better:

1. Put Your Best Foot Forward

Often when we’re at home, we get a bit slumpy with our hygiene.

Before your meeting, take a minute to freshen up and to inspect your viewing area. Make sure the light is shining toward you (not from behind you) and that you sit in front of plain walls or more simple backgrounds. Some platforms will also allow you to enable HD options and click a “touch up my appearance” feature, which can smooth out wrinkles and blemishes in a flattering way.

2. Test in Advance

Before starting your meeting, preview your audio settings.

If you’re just using your laptop speaker and microphone, there’s not much to adjust. But if you’ve got a mic-headset combo you’d like to use, make sure it’s the audio is selected for both the Speaker and Microphone options before you start your call.

3. Have Participants Mute Themselves

When people aren’t speaking, their microphones can pick up minor background noises like chewing, sniffles, or typing.

Even laughter from meeting participants can break up the audio flow, so ask people to mute themselves whenever they’re not talking.

4. Designate a Moderator 

The 2019 State of Remote Work report found that interruptions and being talked over are two of the biggest challenges for remote meetings.

To maximize group discussion, it’s best if a moderator calls on people individually and asks others to hold comments unless they indicate they’d like to speak. Some software has a “raise hand” feature, or you can establish on-camera signals that indicate when participants are ready to share. Chat boxes can also be used to type comments.

Finally, consider saving 10 minutes at the end of the meeting for additional comments or questions.

5. Have Some Fun

Part of the enjoyment of work is social connections.

“When you are used to being in person and have to be online, build in room for chitchat,” says Erica Kuhl, a consultant who has devoted years to nurturing online training communities.

Research shows that if employees don’t have a rich, welcoming online experience, their long-term engagement will drop significantly. Leave 15 minutes at the beginning of meetings for participants to introduce themselves, to share a personal highlight, or to enjoy some lighthearted banter. By building this in, you’ll have a more productive meeting overall.

Video Conferencing is Here to Stay

Now that we’ve gotten a taste for video conferencing, it may be here to stay.

Eighty percent of executives say video conferencing is taking over as the go-to form of internal team communication, and some predict that 50% of people will work remotely after 2020.

Being on top of your video conferencing game is essential, so use this season to master the technique, and you will reap the benefits in the future.

Marketing Messages that Connect During a Crisis

We are in a totally different world right now.

Many of us are working from home and the future seems hazy. Perhaps you’re struggling to make decisions about staffing or future projects. But like a forest fire restarts growth, crisis moments can bring a new birth for your business. And that starts with how you communicate with customers.

Others-Focused Communication

In our unending-news-cycle world, much of what we hear seems like noise.

But now, more than ever, it is crucial for you to connect with people in meaningful ways. Want to send business messages that are well received? Use an OTHERS-centered paradigm.

O = ONE

Write for one person.

When you craft a message, imagine yourself speaking to one specific client. Pick out a single buyer and pretend you’re writing only for them. This helps you ditch the sanitized corporate-speak and makes your reader the focus of your message (rather than you!).

People connect to messages that are specific, personal, and conversational.

T = TRANSPARENCY

Embrace transparency to become relatable.

People may admire you for your strengths, but they connect with you through your weaknesses. Vulnerability ushers in humility and makes you instantly relatable to your audience. Transparency means letting people know how your business is doing or what has changed for you during this taxing season. You don’t have to air all your dirty laundry, just take an open, communicative posture. Now is not the time to go silent!

H= HELPFUL

Speak to their needs, not your own.

What messages are most helpful to your customers at this time? While you could send a five-star handwashing tutorial, perhaps what is needed is advice to parents on talking to their kids, or how your company is adding flexibility to meet customer needs.

Don’t be afraid to push others to success. If your clients seem fearful or tentative, perhaps your encouragement will be the fuel they need to get back in the game or to push a stalled project to completion.

E = EMPATHETIC

Make their problem your problem.

Maya Angelou once said, “people will forget what you said, people forget what you did, but people will never forget how you made them feel.”  

How does your messaging make people feel? Does it sound hard or templated? Or does it communicate true concern and a willingness to help? Your tone should sound something like this: “If it’s your problem, it’s my problem too, and we’ll work together to find a solution.”

R = RELEVANT

Timing matters.

The relevance of your messaging applies not only to its topic but its timing. Sending pre-scheduled content with no regard to how it will land during hardships is a sure way to demonstrate you’ve lost touch with your base. Reach out to customers and find out how they’re doing, then adapt your messages accordingly.

S = SINCERE

If you say or do something, mean it!

This may seem like a no-brainer, but you’d be surprised how often people talk just to hear their own voices. Using content just to fill space will strike people as stale and insincere. Instead, go out of your way to be helpful and kind without seeking a reward for doing so.

What Social Distance Can’t Overpower

Since you may not see customers directly for weeks to come, today is the time to make your website and print materials as “social distancing” friendly as possible.

By focusing on others with a relatable, helpful approach, you’ll connect with people one by one in ways that are sincere and inspiring. And nothing is more effective than that.