In Praise of Direct Two-Way Communication

Written by Michaela on January 19, 2016. Posted in Blog, Communication, Entrepreneurship

Photo by Lensletter

These days many of us business owners are communicating with our audience more than ever before. A lot of us write blog posts, send out regular newsletters, tweet, send Facebook updates and publish LinkedIn articles all as part of our regular marketing activity.

All these communication methods are effective and I speak to many clients who’ve had great success doing these things. However, I do think there’s a risk of getting so caught up in these digital conversational opportunities that we forget the value of direct two-way communication.

Let me ask you a question: when was the last time you picked up the phone to talk to a client? Many of us have become much more comfortable communicating from behind our computer screens and have forgotten the benefits of a quick phone conversation. Phone calls are more personal, often quicker for sorting out details and offer much more opportunity for ‘reading’ the person you’re talking to.

In fact, it’s not just phone calls that many of us are forgetting the value of. Business owners invest so much time sending out content to mailing lists, blog followers and Facebook fans that we sometimes miss out on the benefits of pro-active direct communications. A quick personalised email to a previous client – just to check in – could result in a new opportunity. This type of direct two-way conversation often reminds previous clients how much they have valued your work in the past and may inspire them to commission you again now or to recommend you to a contact.

I was reminded of how beneficial direct communication can be just before Christmas when I got in touch with a client I hadn’t heard from in a while. I’d thought of them earlier that week and wondered how they were getting on in their business, so when I had a spare fifteen minutes between appointments I decided to pick up the phone and catch up with them. It turned out to be a very serendipitous phone call: the client had just come up against a challenge she wasn’t sure how to deal with and my call prompted her to book a coaching session.

This kind of direct communication doesn’t have to be ‘salesy’ or uncomfortable. If there are some clients you haven’t heard from in a while, why not check in with them? You could:

• Give them a call jus to ask how they are
• Offer them a complimentary review
• Compliment them on some recent work or an article they’ve shared online
• Share a glowing review you’ve heard from one of their customers
• Let them know about a service or event you think they’d benefit from
• Tell them about an event or promotion you’re running
• Share a link to an article you’ve read

Of course, none of this is to say there’s anything wrong with social media communication. I think it’s brilliant, and the results often speak for themselves. My point here is that simple direct communications can also have huge value – especially when it comes to keeping in touch with clients you’ve worked with in the past.

Oh, and a final reminder… two way communication does work two ways. If you’re lucky enough to receive a direct communication from a client or potential client: make sure you remember to reply!

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