March 20, 2013
At Ologie, we’re reminded time and again that communicating with a business audience is very different from talking to consumers. And this is important because just about every client we work with—organizations as diverse as banks, hospitals, and colleges—has to do both. (Chances are, you do too.) So, naturally, we’ve learned a few things about effective business-to-business communications. And even if you’re not a B2B marketer, you might be surprised at how they apply to your work as well.
Here are five quick tips for making your communications more powerful, B2B or not.
1. Simplify the Complex
Don’t hide behind jargon. Your potential clients want straight talk, simple terms, and no-nonsense explanations. Regardless of how complex your product or service is, avoid super-technical copy and elaborate details. Break your messages down into bite-size chunks that are easy to understand. Show them that you’re smart enough to keep it simple.
2. Focus on the Benefits
In any industry, it’s easy to get caught up in who you are and what you do: your products, your services, your offers, your approach, your capabilities. But your clients would rather hear about what’s in it for them. As you communicate, stay focused on the benefits—what you will do for clients. You’re bound to make more connections that way.
3. Consistency, Consistency, Consistency
Marketing is all about consistent execution, and nowhere is this more important than communications. Whether it’s your website, your collateral, or your PowerPoint presentations, create a clear and consistent image with a single powerful voice. You’re already up against plenty of competition. Don’t add to it by looking like two brands instead of one.
4. Make the Intangible Tangible
So much of what companies buy, sell, and trade today is completely intangible. And that makes it harder to talk about. So do your clients a favor by tying your message to something concrete. Use narratives, metaphors, analogies, and case studies. Lean on video, photography, and information graphics. Make what you do more tangible, and you’ll quickly transform your communications.
5. Be Bold and Behold
Many marketers assume that they have to be emotionless, or they won’t be taken seriously. Nonsense. Don’t underestimate your audience—even senior management. (Especially senior management.) Be bold. Take some chances. Use your communications to stand out in the crowd, and you’ll get your message across. Remember: the safe road doesn’t necessarily lead to success.