Why do I need a professional writer to help me communicate in my business, you may ask.  I already know how to communicate, you may say to yourself.  Why do I need to communicate at all; my products or services speak for themselves, don’t they?

Communication is the transfer or exchange of information or ideas in order to build, maintain and grow relationships.  We’ve been doing it as a species ever since we appeared on this planet.  At first, communication was all about signalling danger,  propagation of the human race and the location and harvesting of food for our primitive ancestors.  That later expanded to storytelling through cave art.  Thus it began.

Face it, words and pictures are important.  It’s how we communicate.  It’s how we share our ideas, frustrations, opinions, beliefs and emotions with those around us.  It’s how we tell our story – and everyone has a story to tell.  We want to be heard.  We need to be heard! The words and pictures you use to communicate are, like it or not, a reflection of you and your organization.  Those words and pictures are often times the first impression you make on your neighbors and customers.  So, isn’t it important to choose the right message you want to convey about yourself, your business or your cause?  After all, you don’t get a second chance to make a first impression.

communication 2If you’re in business there are many different levels of communication – communication with employees, with suppliers, with existing customers and with potential customers.  While all those levels of communication are important let’s just focus on the last one – potential customers – for now.  You’re in business, whether for profit or not for profit, to “sell” your products or services to customers or consumers.  The goal is to entice the public into purchasing your products or utilize your services versus your competitor’s.  How do you accomplish this? You use words and pictures that accurately portray the benefits of your business and its products and services. That communication needs to set you apart from all the other voices out there vying for the public’s attention.  If you don’t tell your “story”, who will?

Then, once you successfully get them in the door that’s when your other levels of communication come into play.  You want that customer to become a repeat customer and tell his or her friends.  Your shelves need to be stocked with goods to sell so you need to have good working relationships with suppliers; those suppliers need to be able to understand the goods you need and be able to deliver them when you need them.  In addition, your employees need to feel worthy; they must feel like they are an integral part of your business (because they are).  If they are “invested” in your business, if they know what is expected of them and are taught good customer skills by you, the customer will keep coming back.

Dictionary Series - Marketing: communicationI’m a non-profit, you say, so I don’t need to worry about selling anything; good communication isn’t that necessary for me.  Nothing could be further from the truth.  You may not “sell” products but you certainly “sell” your cause!  If you are a non-profit you use words and pictures to define and refine your mission statement – your organization’s sense of purpose.  You even use communication to define your target audience – for whom do you provide services?  What is the message you want to get out?  Those words inform the general public and consumers on how your organization can help them.  Those words educate the public on how your organization makes a difference to them and their community!  If they don’t know you exist or what you do, how can you help them? How can you succeed in fulfilling your mission? Using the right words and pictures can further your mission of helping others or educate the public about an important issue.

The words and pictures used in your marketing material, your newsletter, your advertisement or your website is carrying your message.  It is your first impression … make it a good one!