benefit « Lisa Goller

To cut through the clutter, communicate effectively and boost engagement, you need to know and anticipate the questions that are really on your target’s mind.

After working in corporate communications for 15 years, I’ve noticed common questions that audiences want to know – but don’t always ask for directly.

Build brand trust by proactively answering these common questions in every communication you prepare:

1. So what?
Share how your message is relevant to your audience’s needs. Specifically, how will your ideas impact their lives?

2. Why should I listen to you?
Establish your credibility up-front to encourage your audience to pay attention to your message. State how your individual experience or company’s expertise make your ideas meaningful for your audience.

3. What’s in it for me?
State the benefits your audience will gain from making time to absorb your message. By including specific benefits, you may compel your audience to act.

4. What do I need to do?
Include a clear, concise call to action. Be specific when telling your audience what action you need them to take, such as subscribe, contact us or download now.

5. Why now?
To motivate your audience to act, include a deadline — even if it’s arbitrary. People will respond more promptly if you give them a time limit. Timeliness is particularly important if your audience includes editors or journalists, as the media thrives on new information.

Using these tips will help you connect and engage your customers; however, they also apply to internal communications for your colleagues.

What other questions does your audience really want to know?

Lisa Goller helps businesses tell their story. As a Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com

To succeed in business, organizational change is essential. Change helps companies keep up with innovation, new technology and evolving consumer behaviour. That’s why executives and business owners need to know how to motivate their employees to help their company evolve.

To encourage employees to adapt to change, use these tips in your communications:

More future, less past. As a leader, your job is to move yourself, your team and your organization toward a desired end goal or future.
More positive, less negative. Enthusiasm is contagious, so lead with a positive attitude and your employees may “catch” your optimistic perspective.
More asking, less telling. The most effective communications engage the audience and solicit their opinions. To spur a sense of ownership, ask more than you tell.
More proactive, less passive. Leaders are expected to lead so set a positive example of how your employees should act.
More we, less me. Consider the needs of others, including your team and the organization as a whole. Share how the change will benefit the greatest number.

How effectively does your organization communicate change?

Lisa Goller helps businesses tell their story. As a Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com

Sources:
Change Management: A Leadership Guide to Managing Change in the Workplace. Dale Carnegie Training.
Eikenberry, Kevin. Want to be a Remarkable Leader? Toastmasters magazine. November 2011.

Lisa Goller

I help businesses tell their story

Tag Archives: benefit

5 Questions Your Audience Really Wants to Ask

Help Your Employees Adapt to Change