We’ve all heard the old saying ‘Life is like a wheel, what goes around, comes around’. What you send out eventually comes back around to you and usually to your blind side. In business this is so true to a major degree, but not always. Many times your efforts lack results or your message is not shared as you had intended. There are many reasons for this that they have been the source of many marketing books. Out of brevity, I won’t go there.
As some who know me, I have this perception that many of life’s core solutions revolve around three’s. In this issue about business communication, it rings true. To get a clear image of how to make sure what goes around, comes around in your business, I offer this simple, but effective visual thinking map.
At the top of our triad stands you, the core of your brand. Next along the triad is the mechanics, the method of delivery and closely followed by your customers. Simple enough layout to understand.
So how does this help you take control of your message and what people say about you or your offering? Not much as diagrams go, until you understand the questions you should be asking yourself at the tips of the triad.
Back at the top is you, your offering or as some would say, your brand. You have a very clear idea of what you do and how you do it, but often, we give control up to marketing and advertising firms who generate some branding message that may fall short of your expectations. The issue may be that the right message is not being not communicated. Ask yourself this question; what do I want my prospects and customers to know about me?
This is a fairly straight forward question. Your answer needs to be precise, clear and brief as possible. Such as; I offer this to my customer, I solve this problem for my customers or my customers should know this about me, it’s the most important issue. This is the “What for Who” part of your message. Hone it like a knife.
Now you have the start of a great conversation. Your side of the story. The second point along the triad is the mechanics. The “How” of the triad. Here you must find the best avenue or method to convey this message. Identify which mechanism works best to deliver your message directly to your type of customer who needs your service or product. Even though there are many avenues and channels to communicate through, marketing experts tell me start with the best and then fan out where and when needed. It’s best to always monitor this mechanism to make subtle adjustments along the way.
What do we have so far? We have a clear a precise message of who you are, what you offer and how it helps your prospect. Unclouded by flashy words, long meandering explanations and marketing hype. Just the core message. We also have determined the best avenue for that message given the conditions of your target customer. We have addressed two of the three points along the business triad. Onto the third and last point.
The last point is the customer or public. This is the “When, where and why” part of the triad. At this juncture you need to know what people are saying about you and your offering. Yes, you can’t control this, however, this important information to know so that you can adjust your message to stay relevant and on target. By knowing what customers are saying about you and your offering governs either the message, the mechanism or both. Ask your customers what they think about you. A better method is to have someone else ask your customers about you and your offering. This is mystery shopping and a great way to hear the customer’s side of the story.
There you have it, a basic business triad that addresses the core of business. As you may imagine, there are many more to explore. I hope to touch on more business triads in the near future, but for now, this is the thINKologist asking that you keep thinking visual so you can visualize your business success.