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Is Your Brand Ambassador Disconnecting Clients From Your Business?

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Is Your Brand Ambassador Disconnecting Clients From Your Business?

I’m sure you’ve seen or heard ads on the TV or radio and immediately groaned because the voice, presenter or image is one which makes you recoil.

The latest one for me is any Ford ad which has the young lady as the spokesperson. I find her smart-aleck attitude and voice irritating and conceited.

Result: Ford could bring out the best car in the world, but I will never buy it. Why? Because I have become disengaged with the brand.

So, is your brand ambassador (which is probably you) doing the same thing to your potential clients?

“How would you do this?” I hear you ask. Unfortunately, very easily. Now you may not have ads on TV or the radio but the language you use on your website, on your social media pages and posts and even down to how you answer the phone has a huge impact on whether a potential client immediately connects with you, your brand and your business.

We all know first impressions count so why do we continue to speak in gobbledygook on our websites and in our marketing mediums; treating our audience as idiots who won’t understand what we do unless we overcomplicate the sale by telling them everything we can do for them and more. This means instead of simply and easily helping the buyer to choose us; we continue to bamboozle and talk down to them (and we wonder why our sales are down).

Here are my 3 suggestions to ensure your brand ambassador is working for you and not against your business:

  1. Test the language and information with a valued group of clients who will provide you with honest and constructive feedback (this will also ensure that you will not be turning away raving fans).
  2. Review your marketing material and website information to see if you get any ‘cringe’ factor as you read it. If you do, change it.
  3. Ensure anyone acting as your brand ambassador; you, your staff and anyone external to the business is very clear on the message and wording (which starts with email signatures and how you answer the phone), so current and new clients start to experience a consistent and memorable experience.

My final suggestion is instead of tuning out to those TV, radio and Facebook ads which make you cringe; listen and watch with critical ears and eyes to determine what you don’t like. Then double check your business hasn’t inadvertently fallen into the same trap.

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