You and your brand have some very interesting things to say. In fact, what you have to share is downright brilliant. When people hear about it, they will be beating down your door, anxious to take part in the next big thing that all your corporate branding efforts have built.
All they have to do is listen to you whilst you explain what you’re offering, how it works, and all the spectacular ways it will improve their lives.
They’re not listening. You’re speaking with passion, with determination, with authentic excitement…and they’re glazing over, spacing out, walking away.
The first thing you need to understand is that your corporate branding may not be to blame; your product or service might be utterly brilliant. More than likely, it’s not what you’re saying; it’s how you’re saying it.
This is terrific news for most of you. All you’ll need in order to create a rapt audience are some adjustments in how you’re presenting and talking about your brand. So let’s go; let’s get into some tips about how you can pique the listening skills of your target audience—with some simple tweaks in your presentation.
Corporate Branding and Speaking Tips—to make them Listen
Your method of opening any form of communication with your ideal clients is the hook that will reel them in. Here are some ideas for getting their attention:
- Agree with them. Whether in casual conversation, in a chat room, or during a formal presentation, make the most out of what people say they believe. Tell them they’re right, and then build upon it with more information regarding how your brand’s values support their beliefs and how your brand solves problems associated with those beliefs. This type of corporate branding emotionally binds people to your brand. They feel vested and connected to you and your message. It also says to them, “This brand is right for you.” CAVEAT: Be cautious about what you agree to: it must align with your brand’s values, or all your corporate branding efforts will be seen as disingenuous.
- Be their friend. People are far more willing to open up, and to allow you to open up, when they feel they’re having a conversation with a friend. Let them talk. Be a good listener. Do all the things a caring comrade would do. Show that you’re concerned—because you are. You may be surprised by how much talk time you get when you give them the same.
- Tell a “secret.” Lean in close. Look in all directions. Speak in a low voice. All of these actions are indicative of a secret being told; and the listener will find it difficult to NOT listen. Avoid being too melodramatic; however, try employing some of these strategies in your corporate branding, your presentations, and your conversations. Cultivate the belief that what you’re sharing is of a privileged nature—and then ensure that it is. Share it only with a select audience. Use it as a reward. Make it enticing.
- Invite questions. When someone asks a question, they generally listen to the answer. And when you offer helpful, relevant information in your response, they will be more willing to continue to listen. Questions from others make great foundations for the transmission of information because enquirers see themselves as the “instigators,” rather than you. They will give you the floor to answer because they feel that you’re doing them a favour—rather than the other way around. They will also feel obligated to listen because they “started it.” So whether it’s a formal presentation or a casual encounter, invite questions.
- Give them choices. When a person acknowledges they have a problem that needs solving, they may not always realise they have options. Give them the power to choose. Let them know that there’s more than one path, and that the choice to take the other path is theirs. The other path (the problem-free one) is, of course, your brand. When they are given the power to make their own choices, with your guidance (rather than sales-speak or brow-beating), they will feel indebted to the brand (and person) that enlightened them.
- Leave yourself out of it. In no matter what capacity you speak about your brand, you’re essentially answering the question “Why?” And the answer should never be about you. Instead, discussions should surround the best interests of others. This method is effective because modern-day consumers are primarily concerned about what your brand can do for them. Open in this manner, and they’ll want to hear about what’s in store.
In order for consumers to buy into your brand, they must first listen to your brand story and its benefits. Making this happen can be the most difficult part of your corporate branding and marketing strategy. However, if you utilise the tips above, you’ll be well on your way to creating a buzz around your brand.
Ready to learn more about corporate branding? Then we encourage you to register for our one-day B.R.A.N.D. Kick Starter Online Masterclass. In it, you’ll learn how to increase the visibility of your brand…and much, much more. Sign up here, today.