How To Use Written Communication To Impact And Influence Others

written communication

If the communication format that you primarily use is email, you can actually set out to build great relationships with your audience. By using emotional marketing techniques to build these relationships, you can ethically impact and influence others in your written communication with them. The most important way to do this is by first getting to know your audience.

Understanding your audience backwards and forwards is the best thing you can do for your business. The more you know who you’re crafting emails for, the better you can word everything to get the response you want. Don’t just try one time to get more information from your subscribers. Take time to build the trust between you and your subscribers and as time goes on, ask more questions and seek more feedback from them so that you can use this information to put your products and services together so that you’re providing solutions to their problems in the way that they want and need and you can make the information you send them more personal than ever before.

One of the best ways to get this information is create a survey. At least once a year survey your readers and ask them some in-depth questions. You want to find out what their biggest problems are, what it is they want to learn more about, how they want to learn, or how they want their problem solved. This is really simple if you use a service such as Survey Monkey and you’ll get really valuable data.

When you understand where your products or services fit within your customer’s needs, you can tailor your marketing approach by directly speaking to their needs or struggles. The more personal your messaging is to your audience, the more response you’re likely to get.

People are influenced by a number of different factors when making purchasing decisions. Of course, they’re influenced by information and facts. But this is often outweighed by emotional or psychological factors.

We buy because we want more time, better health, more self-confidence, more leisure or comfort, or what we perceive as a better life. We also buy to avoid taking risks, losing money, potential embarrassment or worry.

Products, for example, all meet a real need for people. But they also meet an emotional need. Cars are used to travel and their features can improve safety or fuel-efficiency. But your car also expresses your social status or makes you feel cool. Organic food does help lessen our impact on the environment, but it also combats anxiety about potentially harmful chemicals. There is almost always an emotional component to even the most practical products we buy. In fact, emotions are often more important than other factors when consumers make decisions.

When it comes to creating marketing messages, it helps to understand the emotional trigger, the reasons why people spend money in the first place. One of the most obvious reasons people spend money is to solve a problem. Show them how your product or service solves their problems. A good example, is a housekeeper selling a clean home, or more time?

The ultimate goal is to identify where your customers are and tailor your message to them by showing them how it meets these needs. Tell them both sides of the story, who your product is for or not for, be truthful, it’s not for everyone. If you tell the truth and are transparent in your marketing, you’ll not only stay on the ethical side but also win over customers who will appreciate this honesty. They will come to trust you and you’ll have a long term, loyal and mutually beneficial business relationship.

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