I’m still amazed by the number of folks who are still trying to sell me something instead of trying to solve my problem. I think it’s because they are struggling with their story and finding the right voice to tell it on. The old school model of glad handling and feature benefit selling has gone by the wayside for the most part.
Let’s face it none of us wants to be sold. We want to have a conversation. Humans, by nature, are social by design and want to interact with others. Interaction is a two-way street where both parties are part of the conversation. It’s not grabbing attention, but earning and holding attention.
How do we do this? By acting and speaking HUMAN. Storytelling is an essential human activity and must be a vital part of your strategy.
I recently read an article in Chief Content Officer magazine by Kevin Lund and Eileen Sutton that talks about speaking human and gives us some tips on how to be successful at it.
Here are some highlights:
- Be Clear - No marketing speak. Use plain English with no jargon and more heart.
- Be Helpful - Be relevant to a specific issue. Show them how you add value.
- Be Concise - Keep it to the point. Less is better.
- Be Consistent - Use the same voice and tone throughout all channels.
If you can figure out how to make life easier for your customer, everyone wins.