Sound advice from a political speechwriter
Today I’ve got a cracking quote to share, and hopefully a little food for thought to go with it.
I’ve just started reading the copywriting guide ‘Words That Work’ by the political consultant and speechwriter, Dr. Frank Luntz. As you’d expect from a book on this topic, the main theme is masterfully condensed into the strapline “It’s not what you say, it’s what people hear”.
I was barely three pages in when I read a passage that really caught my attention:
“The key to successful communication is to take the imaginative leap of stuffing yourself right into your listener’s shoes to know what they are thinking and feeling in the deepest recesses of their mind and heart. How that person perceives you is even more real, at least in a practical sense, than how you perceive yourself.”
Even though the words above are about speechwriting the advice is just as valid for crafting web content. Further than that, it applies well to other aspects of what we do as web designers and publishers.
Know your users and give them what they want
As the man says, there’s no substitute for knowing and understanding your audience. Research them, their needs and their habits. And when you’re done, research some more. This will help you ‘stuff yourself right into their shoes’.
If your offerings are relevant, your web content is clear and says what customers want to hear, you’ve a good chance that they’ll find you. Once they get there, if your site is intuitive and creates a satisfying experience – you’ll keep customers happy and keep them coming back.
In the age of the Experience Economy user research is vital to making that happen.
Your brand is what your customers think of you
In the last sentence quoted above Luntz claims the way others perceive you is more real than how you perceive yourself. The explosion of social media, online product reviews and digital word of mouth have made this ring true in the world of branding.
Companies are realising that they can’t fully control their brands online – but they can participate in the conversations that shape them.
I hope this riff on user-experience and branding has given you a few ideas, but I wouldn’t like to throw up this call-to-arms without suggesting how to act on it. Well, where to start?
Social media to the rescue
Your customers are out there on Twitter, Facebook, Friendfeed etc. and they are talking to each other. Whether or not they are talking about you, they are certainly talking about offerings just like yours.
The opportunity is there to spectate, to learn about your customers and what they think is important. If you’re not already then start monitoring social media discussions for:
- What they are saying about you
- What they are saying about your competitors
- What they are saying about the products and services they buy
There is also great potential to participate in these discussions – talking with your customers rather than talking at them:
- Getting meaningful customer feedback
- Discovering new product ideas or developments
- Managing your reputation and encouraging customers to engage with your brand
That’s barely brushing the surface, but hopefully enough to whet your appetite. We’ll be covering these topics in more detail in the coming months. So look out for more on social media here in the future.
