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Ever take an Intro to Journalism class? If you did, you probably learned that the basis for any news story worth its salt are “The 5 Ws”:
Who, What, where, When, Why?
Well, as it turns out, these five questions are also key to effectively communicating to your customers. Make sure to ask before you start up.
Before crafting any message that will be delivered to your audience, you should try to get into the head of whoever will be seeing your communication. Don’t hit send on that email you desperately want to go viral. Instead, try to take a step back and look at it with the fresh eyes of an outsider. Think from the perspective of a typical customer and ask yourself:
Who is this for? And for that matter, who are you?
Have you effectively targeted your message to the right group of customers? Furthermore, have you made your customers feel connected to your company? Have you portrayed your identity effectively?
What do I want?
Is your offer clear? Is your message as uncomplicated as possible? The more pieces of information you try to stuff into a message, the more confusing it is for customers to understand.
Where should I go to get it?
Is there a call to action that’s clear? Will a customer know where to click or what to do to take advantage of your offer?
When is it available?
Is what you are trying to convey a piece of information with an indefinite virtual lifespan, or a deal with a time-sensitive component? Make sure your customer knows when your offer is valid.
Why do I want it?
Have you clearly conveyed the value of your offer? What makes your business better than that of your competitors? Don’t be shy about telling the customer why they should buy what you’re selling.
Now, go out there and report some news. Or better yet, go out there and make some news!
