Trust building communications tips
There are many factors that determine how people view you and perceive your credibility, authority and expertise… and how much trust they place in you.
Whether you are communicating face to face or through other media, with marketing campaigns or in your day to day messaging, you need to be aware of what you say and how you say it!
Here are some practical tips for written communication generally and direct mail (email, hard copy or video).
The six key components of good communication
1. Genuine empathy
Write the communication through the reader’s eyes, mindset and motivation – try hard to put yourself in their shoes. Remember that emotion still dominates over logic when it comes to ‘buying’ decisions.
2. The general tone
Is it pitched right to achieve your objectives, particularly the enthusiasm level which should usually be positive and encouraging a response without being (a) overtly ‘sales’ flavoured or (b) in a tone which is too far removed from your product/service/industry?
3. The way information is packaged
It pays to follow the time honoured AIDCA formula i.e. Attention Interest Desire Conviction and Action, which not only makes the information easier to follow but builds the story in such a way that by the time the ‘call to action’ appears, the reader is primed for response.
4. The inclusion of a ‘USP’
Direct mail should contain a USP (Unique Selling Proposition) which hones in on the single stand out reason why the ‘offer is too good to refuse’ – be adventurous but always retain credibility and integrity.
5. A ‘call to action’ with an easy response mechanism
It is critical to make it simple and clear cut what the reader/viewer has to do to respond – there should be no scope for ambiguity or uncertainty.
6. The use of as many of the 12 ‘magic words’ as possible
Incorporating these words into your communication can help you get results, provided that they support (rather than compromise) the tone and are appropriate.
You/r: Check to see if your communication has a ratio of ‘you’ to ‘we’ of 3 – 1, rather that the reverse.
Money: Attention is gained quickly whenever money is mentioned.
Save: A common aspiration that often eludes us but always interests us, especially in a ‘value for money’ mindset that is common to most people.
Easy: In an increasingly complex, hi tech and impersonal world, ‘easy’ is what most people want.
Proven: Minimises perceived risk in something ‘untried’.
Experience: Minimises or dilutes concerns over ‘taking a risk’.
Results: Actual results and testimonials offer reassurance.
Guarantee: Adds substance, comfort and credibility in being able to ‘deliver what you promise’.
New: Has positive connotations of being exciting, different and stimulating.
Fresh: A word you can almost smell or taste – a brand new feel or look.
Discover(y): The thrill and adventure of discovering has wide appeal and also arouses natural curiosity.
Health(y): Suggests strength, vitality, wellbeing and feeling alive.
The team at Capstone can help you to take your business to the next level. To find out how contact:
Kym Turner
Head of Coaching & Development
Capstone Financial Planning
P: 03 8622 0719
E: k.turner@capstonefp.com.au
