Category Archives: Talking to your customers

Is your company ‘jumping the shark’?

Content marketing, Talking to your customers, Talking to your employees, Writing

A bit late in the day, I’ve recently come across the phrase ‘jump the shark’ – so called after the episode in TV’s Happy Days (younger readers ask your older colleagues) when the Fonz literally jumps over a shark on water skis.

This was the sad point when Happy Days had passed its best and the script writers started to resort to the ludicrous to mask a general decline in script quality. My own personal ‘jump the shark’ favourite would probably be Bobby Ewing ‘resurfacing’ in the shower in Dallas. But there are numerous others to while away your next coffee break.

Is your business jumping the shark?
Businesses too go through their own ‘jump the shark’ moments when particular initiatives pop-up that should probably have been resigned to the cutting room floor. As communications professionals, we’re often called upon to communicate these initiatives or work on the best way to communicate corporate messages that have a distinctly ‘sharky’ whiff about them.

As painful as it can be, it’s our job to call out those ‘jump the shark’ moments that are often lost in the echo chamber of corporate life. Failure to do so can mean anything but a happy day.

Where’s your bite?

Content marketing, Social media, Talking to your customers, Talking to your employees, Writing

I’m no design expert but it struck me the other day while looking at my phone, how brilliant the Apple logo is. Yes, it’s obviously an apple – I told you I was no expert – but it’s the bite out of the apple that is the really clever bit.

There are all sorts of stories, myths and legends weaving around the web as to why the ‘bite’ is there. According to one media report some think it’s a play on ‘byte’, others relate it to the famous code breaker Alan Turing who apparently died by eating a poisoned apple. The truth is likely to be the more prosaic suggestion that the designer just saw it as a great way of differentiating the logo from a cherry.

AppleHowever it got there, the bite makes what would be a rather routine outline of an apple into something far more interesting. It suggests movement, action, even intrigue.

My point?

Writing can use the same trick to liven up a piece that might otherwise get lost although this time the ‘bite’ could be humour, creative language, a great picture to accompany the piece, or even an Unconvential. Grammar. Approach.

Next time you write something, take a moment to step back and ask yourself, “Where’s the bite?”

Time for ‘Total Communications’ (just like Total Football, but without the ball, and you don’t have to be Dutch either)

Talking to your customers, Talking to your employees

Footballer types will be familiar with the Dutch concept of Total Football, pioneered by the great Dutch footballer Johann Cruyff. It was a method of play that meant any player could interchange with another in any position on the pitch. Characterised by space and movement (he says, channelling his inner Alan Hansen punditry), it was a philosophy that unified the whole team.

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Communications shouldn’t be any different.

If you think about every single touch point that a business has with its customers, suppliers, employees, and other stakeholders, how consistent are the communications? For instance, it’s all well and good publishing a beautiful new website that embodies the ideas of plain and simple English, but all that good work is undermined when a business renewal letter is sent to a client that is full of ‘herewiths’ and ‘thereofs’ and other intelligible dirge.

What do the signs in your reception say about your business? What about the all staff email from the CEO? The language used on a trade stand? Brochures? The company’s LinkedIn profile? Even the sign off at the bottom of each employee’s email? Employee benefit statements?

You get the idea…every single communication point must not only be consistent in terms of its language and execution but must almost be identifiable with another. There is no point the group communications or marketing team pioneering an approach to communication if it’s not adopted by the facilities department, customer services, sales, HR…

Call it Total Communications.

Cruyff turn anyone?

Mind your message

Talking to your customers, Talking to your employees

There’s an old adage in the communications world that goes something like this, ’Your message is not what you say, not what you write, it’s not even what they hear, it’s what they take away.’

Sounds obvious but how many communications plans start out with some key messages that look sensible on paper but by the time they’ve been communicated come to mean something completely different to the people they’re meant for.

The main point is the understanding and appreciation of your audience. Who is it you’re communicating to? How receptive will they be to the particular message? If the audience is your employees how do they like to be talked to? Is it simple language for the shop floor or jargon (hopefully not) for the management?

Writing for a particular audience can be a challenge. Putting yourself in their shoes and understanding what ticks their boxes really demands that you spend time at the outset considering the various target audiences for a communication.

Above all, don’t assume that because you’ve said it that you’ve communicated it.

Good communications goes down the pan

Talking to your customers, Talking to your employees, Writing

I’m a great believer in celebrating good examples of communication wherever you find it. So I’d like to apologise to my fellow rail passengers on the 14.58 train from Peterborough to Norwich last Sunday afternoon for hanging around the train WC with my camera phone.

Fear not dear reader, there are no prurient revelations to be confessed here; my motives were driven purely by professional interest as a communicator.

Lifting the lid in the said WC – in itself a hygienically challenging feat – I came across this great message which made me chuckle.

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So why is it a piece of great communication? I think there are two reasons:

  • Well targeted – can’t argue with its relevance for everyone who uses the WC
  • Amusing – it has a serious message well balanced with a bit of humour. It can be hard to get the tone right when you want to introduce a touch of levity, but I reckon this gets it just right.

Not bad for toilet humour…