This topic should always be top of mind, but now more than ever. Writing this comes at a moment in time when there are so many deep emotions circulating the globe with the Covid-19 pandemic. There is a lot of fear, uncertainty, anxiety and grief. But, there is also a lot of solidarity, comfort, hope and love.
It’s that mix of emotions we need to think about when communicating with customers – now more than ever. At the end of the day, we are emotional creatures. Whilst we have this amazing gift of speech that differentiates us from almost all other living creatures on earth, our feelings are at the core of who we are.
With so many sophisticated ways of communication, we have to remember to choose our words carefully. There’s text based email, SMS or WhatsApp, video based, Skype, Zoom or FaceTime, and of course, social media, which is a rampage of words, both text and video, 24/7. That’s without even mentioning face-to-face (under normal circumstances) and a good old fashioned telephone call!
Some may say that being this connected is incredible and certainly at times like this where we find ourselves apart from loved ones and having to spend unusual amounts of time alone, it is considered a blessing.
Nevertheless, in order to process the sheer volume of things “said” to us each day, a lot goes to waste. The saying “in one ear and out of the other” is in fact commonplace. We simply can’t take it all in.
Also, due to the pressure of delivering instant responses, accompanied by multiple distractions in our environments, a large amount of communication is not conscious and thought-through, leaving a lot of space for misinterpretation.
The old saying “sticks and stones may break my bones but words will never hurt me” isn’t entirely true, as words hold a lot of emotional charge and shouldn’t be taken lightly.
Mindful communications
“People will forget what you said but not how you made them feel“
To this extent, words alone are superfluous unless they are heart-felt and backed with genuine positive emotion, and given with good intent.
In business marketing, which is simply communication, the same rule applies as in your personal life.
A friend wants to feel like you have their best interests at heart and you won’t take advantage of them. A customer feels the same.
A friend wants to feel like they are listened to and you are not just trying to get your point across so that you can move on to the next conversation. A customer feels the same.
A friend wants to feel like there is mutual respect and that you have a good ethos, and good values. A customer feels the same.
A friend wants to feel like they have a support network, and that they can reach out and be heard in difficult times. A customer feels the same.
To be able to communicate in this way, it is necessary to:
- Be mindful about your choice of words, whether they are spoken or written. “Think before you speak” and it is even more important to “think before you write“. Remember, once your words are out there, there is often no taking them back.
- Be authentic in all communications, this strengthens how people view you and your business.
- Put yourself in the other person’s shoes. What would make you feel better in any given situation? This can be useful when dealing with complaints or conflicts.
- Take time to respond. Fewer words that are meaningful, are far more useful than a whole empty conversation.
- Give, where you can. If you have the power to give a little, then do. It goes a long way to making someone feel cared for. There are boundaries in business, but leave some space in your day to give away something for nothing or think how you could help a client, customer, patient, colleague or friend.
Actions speak louder than words
All of this said…yes, the irony… often, “actions speak louder than words“.
A small act of kindness, support, understanding, or just going the extra mile for someone else, can mean more than all the words you can type, or say, in a day.
Words DO have power so use that power carefully but often the times when people feel the most, there are no words involved.
In times like this, if we all reach out to even one person, with heart-felt words or heart-felt actions, that person will feel like they are cared for.
More next time… you know where we are if you need anything.