What language do you use to speak to your customers?
Posted by Amy Bell on 26 November 2018

When I ask, what language do you speak? I don’t mean language in the classic sense of English, Spanish or Chinese; although that is relevant and an important element of your business. I am referring to the words and phrases used to describe your products and services.

One of the biggest risks for a business is miscommunication, and in my experience, it can also be the most commonly made mistake. Miscommunication can lead to confusion about products and services, or to campaigns that don’t engage the audience or lead to sales.

Language of the communications business

So why, if we as owners and experts in our sectors, are we falling short? It’s simple, we use the wrong words.

More often than not, we think in the language of our industry, sector or specialism, and forget that others use the same words for very different things, and some don’t use them at all. How many times have you looked for a new product, or started a new job, and been bombarded with a pile of acronyms you don’t understand?

We are all guilty of speaking in our own language from time to time, even when we try really hard not to. We are programmed by our education and our experience to use the words which come most naturally to us and our environments

I use the word communications to mean the whole story; the narrative, message, language and methods an organisation uses to engage. This includes engagement with its customers, stakeholders, employees and the wider world, including; PR, marketing, sales, etc. – it is literally everything you say and do. Others use communications to describe the corporate message or the telecommunications used.

My advice.

  • Take some time to review what you say before you say it or send it.
  • Think about what words and descriptions your customers would use and,
  • keep things simple. You will connect with more people and avoid a lot of miscommunication.

Alternatively, get in touch to organise a one to one session to help you re-discover your language.

“Since day one, Amy herself has fit seamlessly into our team, understanding the message we want to convey and the audiences we want to reach. Her upfront audit was invaluable in helping us internally hone our common voice, which has demonstrated itself in the consistency of the content we put out as a brand and as individuals within the company. Behind the scenes, Amy has instinctively adopted our internal communication methods (Slack, SharePoint) and works closely with our in-house graphic design team to ensure our graphics and copy are in sync.” Lucy Prior MBE - previously from 3Squared 2021
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston
“I met Amy a few years ago at a Young Rail Professionals event and was able to provide her with an opportunity to manage the comms on a major alliance which she flourished at. Soon after she started, Marie came along to provide HR support across the multiple businesses. It seems only natural that being as dynamic and knowledge as they are, they are looking to work together on this new venture, which I am sure will be a huge success.” Karen Duncan - Lanehead Coniston
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston

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