As children, we mastered the arts of communication by using simple language. However, as we grew up, it got “educated” out of us. We learned to use sophisticated words and complex sentence structures in high school and university, and as we entered the business world, we had to learn another set of business communication guidelines.
However, it is important for business owners to take the example of simple communication from children.
Whether you are writing proposals for government tenders in NSW or creating a technical document to describe your product, using clear and simple language is still the most effective way to deliver your message to your audience. Plain English is effective whoever the audience.
It is also important to preserve the same authenticity that children use in their communication. In business communication, this means using concise language to convey essential meanings. Preserving authenticity in communication means avoiding filler phrases and “weasel words” (words with the meaning sucked out of them) which may sound catchy, but do not deliver a clear and precise meaning. As an example, let's have a look at this piece of content from the website of a cleaning service.
Our mission is to provide our clients with a cleaning service that exceeds all expectations. We strive to provide long-term customer relations as well as customer satisfaction. Our caring and helpful cleaners will be there for our clients’ needs.
In the text presented above, there is nothing obviously wrong with the words or sentence structure used. However it does not convey the benefits and advantages of using this company. Neither does in give reasons why someone would use them over another.
This type of generic and poorly-written web content is lacking in value for the reade and would not be very successful at attracting potential customers.
On the other hand, let's look at how another business conveys the same message in a different way.
If we were anything like a typical metropolitan home cleaning company, we wouldn’t exist. We’ve put in a tremendous amount of time and effort to build a company that we would be happy to hire ourselves. Lightning-fast customer service, fantastic organic cleaning and experience cleaning teams I just a few of the perks.
The message contained in this paragraph is simple, authentic and straightforward. It is more meaningful than the previous advertisement.
The message within the text is highly specific, targeted towards an audience, and stimulates our interest.
To reach your target audience, it is necessary to stop hiding behind the language conventions that make your content sound vague and does not help you stand out from your competitors.
Manipulation vs. Persuasion
In today's highly competitive business environment where selling has become the only objective, many businesses have lost their focus on long-term client relationships. While persuasion should be the key to unlocking maximum earning potential for a business, many have resorted to manipulation.
Using manipulation tactics in marketing is a clever way to sell your products or acquire a new project, whereas persuasion employs a more natural approach. For instance, if your value proposition is based on the price point, offering a free trial or a 'Buy One Get One' deal involves manipulating the price while making the customer feel they are getting a great deal.
On the other hand, persuasion works at a deeper, emotional level. It builds trust with your audience and gives you more credibility in the eyes of your potential clients.
If you would like to persuade someone to do something, you should use the language in which they think.
In turn, when we contemplate something in our mind, we don't think in complex words or sentence structures. Rather, in our thought patterns, we use simple words and put them together in short phrases. This is also the perfect approach to use when creating marketing material or writing an important tender proposal.
Dare to Stand Out
Most businesses tend to look and sound similar to their competitors by trying to replicate their strategies to reach success. However, setting yourself apart from your competition is essential to the success of your business, gaining visibility and finding more clients. When you market your business, using your own unique voice to help you stand out from the crowd and connect with your target audience.