Information is not communication.

That was the message from a recent (and excellent) “Emotional Intelligence” seminar by Kevin Bullock from KB Concepts.

It’s an important message for business owners and is also crucial with in-house marketing. Many businesses assume that because they are sending their customers’ some information – they are therefore “communicating” with them. Job done.

Not so.

In order to communicate effectively you need to relate to your customers on an emotional level. You need to understand their needs, listen to them, empathise with their problems then converse in a manner that will connect with them on a personal level.

If you connect with your customers at this deeper level then you, quite simply, will reduce their natural defensiveness and they will be more open to buying from you.

Questions you need to ask:

• Have you asked your customers what they want?
• Have you surveyed their opinions on your survey or product?
• What do your customers really think of you?
• What is the perception in the market place of your brand?
• How do you compare with your competitors’ services?
• Do you listen to your customers and do you act upon those issues?
• Do you know how best to talk to your customers and the language or jargon you should use or avoid?
• Do you use the right copy (words) to communicate effectively and quickly with your customers?

These questions form the basis of a good marketing strategy. Only when you know where you currently are, can you then work out where you want to go and how you are going to get there.

If your business needs market research, interviews, focus groups, surveys and discussions with your customers then Emerald Frog Marketing can help.

We can structure your marketing plans to help your business understand its customers and give them what they want. And, as accredited copywriters, we will ensure the words you use in your communications deliver your message perfectly.

For more information on market research, marketing strategy plans and copywriting then contact us.