In my first job writing print publications for General Motors I caused a stir by dropping the use of courtesy titles. My, how far we have come since then! If you feel like business communication is much less formal these days, you are right. The trend has only been fueled by the pandemic.
People expect businesses, government, and every organization they interact with to get real, be transparent and have a personality. Regular headlines about consumers calling on businesses to take a stand on a wide range of issues is proof enough. Millennials are famous for wanting to be able to relate to brands, but they are not alone.
Today’s Brands Need a Personality
Authenticity strengthens connections between businesses and people. This impacts everything from what we say to how and where we say it. Expectations for everything to be polished and tight are gone – a video taken with a cell phone can have as much impact as a professionally scripted and produced commercial.
Your customer expects you to express things your way and to connect with them in a way that is relevant and unique. Being personable is the way to create relationships with your audience.
It is time to stop wordsmithing press releases and to put aside jargon. Put away the thesaurus.
Communicate like each person who comes across your content is next to you having a conversation. Use the same words. Reflect your thinking in a way that helps them understand your perspective in big and small contexts.
It’s OK to make announcements on social media. It’s fine to show less-than-polished views inside your business. It’s great to talk about topics because you know they are important to your customer.
In fact, these things are expected. Businesses that meet people in these ways are poised to succeed.