Success in our industry depends on our ability to say more with less. A client’s logo imprinted on just the right product clearly and elegantly speaks volumes about what that company does, what it stands for, how it can help your business. Our customers value this expertise, and look to Fusion to deliver it.
When we know instinctively that saying less so often means more, why do we feel compelled to use a lot of words in our marketing communications? Not just any words either: have you ever combed your communications for buzz words and marketing speak? If you think you’re impressing your customers, think again. Like you, they are under constant data barrage, and the superfluous is simply annoying.
There’s too much information out there for the human brain even to comprehend, much less absorb. In terms of digital content alone, for example, 161 billion gigabytes of digital content were created, stored, and replicated around the world in 2007, according to John Palfrey and Urs Gasser in Born Digital: Understanding the First Generation of Digital Natives. Think 3 million times the amount of information in all the books ever written, 12 stacks of books reaching from Earth to sun, or six tons of books for every living person.
What is the effect of all this? Digital information overload can lead to low productivity, frustration, stress, and poor decision making (from Youth and Media ). Do we really want to do this to our existing clients and potential customers?
When communicating with clients and customers about our products and services, we should be guided by what we do every day as effective brand ambassadors. We must streamline our messaging. Value quality over quantity. If it isn’t relevant and engaging to our customers, we shouldn’t say it. And, always, we should think before we Tweet. Do our customers REALLY need to know intimate details about non-business events in our employee’s lives? We must be purposeful in our communications, respecting our customers’ time and communicating only when we have something valuable and relevant to say.
Just as it can be more effective to whisper than to yell, saying less enables us to stand out, be heard, and say more to our customers and prospects because they’ll know that everything we say is meaningful.
That’s what our customers expect from us—and we make sure we deliver!