Today more and more consumers are demanding businesses take up sustainable initiatives. This has led "sustainability" to become somewhat of a buzzword, but it's so much more than that. Sustainability is essentially a mindset.
However, not all have been successful in their marketing strategies. In fact, many have made significant mistakes that have hindered their growth and reach.
Most companies working on such projects ignore a major flaw in their marketing. The inability to explain their vision and process in a simple manner. A lot of them have novel and complex processes that are difficult to understand for a layman.
Some great examples can be companies working on projects like recycling, carbon offsets or maybe even technical topics like bioprinting and ocean alkalinity enhancement. Thus they struggle to communicate their message in a way that resonates with consumers.
This lack of clarity can lead to confusion and mistrust among consumers. They may feel that the company is not being transparent or that its claims are not genuine. As a result, companies may struggle to raise awareness, build a loyal customer base or attract new customers. And while they start out with a goal to create impact towards a cause, most don’t go far.
The best way to create a significant impact is to grow your company. And to grow your company you need to sell more, and to sell more, more people need to understand exactly what you sell.
Companies should focus on simplifying their message. This can be achieved by using clear, concise language and avoiding overly technical jargon.
The first step in achieving this is being aware of the ins and outs of your industry. Reading the news and networking are the best ways for this. You can't explain what you don't understand yourself.
A great exercise to create digestible content is by using the Hemingway Editor. Take your overall message, paste it onto the Hemingway editor and keep simplifying it till you reach a 5th-grade reading level. Keep tweaking it till you can maintain that reading level and clearly convey your idea.
Companies can also use visual aids such as infographics or videos to communicate. This helps explain their vision and process in a more engaging and accessible way.
Prioritise communicating your ideas in a simple and accessible manner. By doing just this one thing, you can overcome most marketing challenges. You'll get more customers, they'll trust you more and you will create the impact you want.
Submitted March 04, 2023 at 02:02AM by LanceDragneel https://ift.tt/lm1FUwP
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