Think about it for a moment – it’s your marketing communications that tell your customers what to expect if they have dealings with your company.
So, shouldn’t your staff be singing from the same hymn sheet?
There’s a lot to be learned from the content writers you employ. They put themselves in the position of your customers, and ask themselves “what is it that will encourage me to buy from your company?” It’s how they’re able to create copy that resonates with the target audience.
The copy they produce answers all the right questions, it reassures potential buyers, educates them and may even entertain them too along the way.
Above all, it instils an expectation about the exact experience, service or product they can look forward to when they transact with your business.
And here’s where it all goes wrong…
The words themselves are meaningless if they are not backed up by actions. Every copywriter portrays an optimistic view of how a business operates. The spanner in the works is reality!
Which his why it makes perfect business sense to use marketing content as the number 1 tool for staff training – covering company ethos, competitive advantage, customer service, product information, delivery expectations and so on.
It’s time to take an honest look at the quality of your service – and if your people are not mirroring the image created in your marketing, you’re failing your customers.
There’s a lot to be learned from marketing copy. It’s not just about paying lip service to the notion of good customer service; it should accurately encapsulate the real substance of your business. It’s about creating an authentic reflection of who you are and what you deliver on an individual, one to one level.
And consider this, a good independent content writer will deliver valuable insight into how the market works, what your customers expect and how to join up marketing with deliverables. Food for thought indeed.