If anyone believes their verbal and nonverbal business messaging is effective, they may be fooling themselves.
Here's the problem: If what customers see or hear isn't clear they ignore it.
Here's a short checklist on how to improve your messaging:
1. Is your message clear to the reader? It may be clear to you, but that's not enough. Have others read it and given you their feedback. "What really matters is making your meaning clear beyond a doubt," writes famed London Times editor Harold Evans.
2. Will your message grab the recipients' attention? If it doesn't, you're done, so figure out a more effective way to express it.
3. Is your message believable? Remember, anything you say about yourself is self-serving; no one believes it. For example: "Our service is superior," "Our customer portal is second-to-none," "We have some of the best reps in the business." Let your customers tell their experience with your company. Make it even more convincing with actual quotes, photos, and their names and where they live. For online messaging, short videos (90 sec.) can be compelling.
4. Will your message move customers to action? It's story time; let an expert say it for you, someone with direct knowledge or experience. This can be particularly effective when comparing the benefits of a new product or service with an existing one.
5. Go back to #1. Check it a few more times.
Good messaging takes time and thought. That's because success is the only test that counts.