What are you SAYING?
Your business talks to customers and employees, vendors and partners, every day. Right? What are you saying? Do they speak the same language as you? Do you care that they do or don’t?
Does anyone, customers or employees or vendors or partners, care what you say?
If you stopped saying it would any of them notice? Would they even breathe a sigh of relief and say a quiet prayer of gratitude?
Or, would they just go on with their life as if nothing had ever happened. Because, in their life, nothing ever happened. You, your business, never happened. The drama and passion, heartache and frustration, the few brief fleeting moments of your success...remained irrelevant to...them.
I’m not talking about fonts or colors on a website. Special-offers and limited guarantees aren’t part of this conversation, either. And don’t even try to slip in ‘world-class customer service’. I’m not talking about 2-3 page long mission/purpose statements that no one’s read but you and the PR agency that wrote it. That’s the same PR agency you no longer use.
I’m not talking about SLAs, LOAs, terms of service or warranty terms. Policies and employee manuals that tout the beauty and dignity of all employees...in language that only an attorney could love, aren’t included here, either.
What are you saying... to your customers and employees...in ways and words that makes them care? What are you saying that makes a difference to them, their goals and their lives? That’s where the connection happens. That’s where the relationship begins. That’s why you and your business matter to them. That’s the source of your cash-flows, for those, like me, who prefer to keep these discussions grounded. That’s the source of your respective loyalty, you to them as much as they to you. It’s a 2-way street, you know.
You know that. So...what are you saying?