Cavalletti Communications

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos, Amazon.com

Like a person’s reputation, a business’s brand takes consistency, creativity & diligence to build – and is easily damaged or lost if not constantly nourished. How do you communicate with your clientele?

What are you doing to develop & maintain your brand and company’s reputation?

My good friend Seth Godin (ok, so he does not actually know me, but I have read so much of his writing, it feels like he is almost part of the family) has posted a great article on his blog.  It’s close to my heart for a couple of reasons: It’s about the value a good editor can add to your business, but it’s also describing one of my core business principles.

I believe in giving my clients the best possible, professional service and advice when it comes to their brand, message and communications. Most of the time, this means writing engaging business and marketing material for them that gets their brand or product message across to their intended audience and buyers – spot-on, respectfully and easy to understand.

But sometimes that good service might mean a tough call:  advising the client to scrap that brochure or mail-out altogether. Even if that means one less job (and fewer $$) for me, because it just does not add anything to what they want their audience to know. It does not fulfill a need on both sides, just on one.

And in order for sales and happy, satisfied customers to happen simultaneously, both your company and your communications audience need to have at least one need fulfilled. Simple.

Until next time,
Daniela

First there was the Website…

You own a business and have set up your website. It’s informative, it looks fab and it gets a lot of hits.
But does it get you customers, clients – and sales? Hmmm….

So, you start spreading the love, trying to find your potential clients elsewhere and keep in touch with your existing clientele.  These days, your next step is entering the world of social media: you get a facebook page, spruce up your LinkedIn account and you are Twitter-ing away.

But what next? How can you use your social media presence to grow your business, spread your ideas and create a following – all while contributing something valuable? Is it only looks that count, to be seen to “do the social media thing”?

Content is King

Potential clients are people, not just an abstract construct. And people want substance, something useful and not just a sales spiel. Getting your product, brand and marketing message across in a way that is valuable to you as well as your target market gives everyone something to be happy about.

Taking without giving or contributing does not work in 2010. Content, value and sharing is what your target audience – your “tribe” – needs and wants. Write a blog, offer some free resources, share your thoughts. Your readers want substance.

Give it to them

Find 10 tips on website content and social media strategy here.