These days it’s hard to feel like anything is really personal in the business world. There are “First Name” tokens to imply personal connections within emails, online tracking to give people more of what they’re searching for, and tailored deals based on previous purchases. It’s not realistic that you will be able to create a personal connection between all of your clients or customers on a regular basis. So rather than initiating personal relationships with each customer, companies rely on branding to help them create a personality that fits with their business. 


It’s this personality that people actually engage with regularly, and this is where your client communication strategy should start. Whether you’re creating an email for a marketing blast or re-working your website. Wherever the copy is going to go, you can use these 4 tips to make sure you’re striking the right tone.


  1. Create a clear brand message.


You can’t be consistent in your messaging if your brand doesn’t have a clear message. Whether you’re trying to give off the vibe of a cool, young professional or you’re more looking to sound like an experienced creative professional, your brand voice is crucial to success. Make sure you and your entire marketing team are on the same page with your messaging before you hit send on anything.


  1. Remember to be human.


Regardless of how many people you’re sending this message out, there’s a person on the other end who is actually going to read it. Make sure that you’re being clear and concise in your message and that you’re hitting the right tone. If you’re wondering exactly how old you sound, you can always use this tool to check yourself!


  1. Don’t overcommunicate.


Customers love hearing from their favorite brands, typically, but the problem is that everyone gets so many emails every day that it’s easy to get frustrated by notifications. You don’t want to be the “ding” that broke the camel’s back and have people feel like they just want to send you to spam. Make sure every email provides value and offers plenty of options for the frequency of emails from your company so people can choose to get one sort of email over another. 


  1. Keep your buyer persona in mind.


Never forget who you’re supposed to be marketing towards. With every message that you write, you want to make sure that you are speaking directly to a person who is engaged with your brand. What kinds of problems are you solving for them? What kind of value are you bringing to the table? Keeping those things in mind will ensure that you have the highest quality communication with your customers and that you’re giving them more of what they want.

No matter what type of company you work for or what your deliverables are, the name of the marketing game is to convince people that you are the best person to solve a problem they are experiencing. Keeping to your marketing message in all of your communications is crucial to letting people know consistently that you are there to help. And always remember, you’re really talking to people!