What Are You Saying


Communication is essential to your business growth. As a rule of thumb, the typical business doesn’t invest nearly enough in the communication strategy. Indeed, communication tends to be part of the marketing strategy, making it a means to an end. You communicate because you need to promote your latest product, for instance. As such, rather than appearing as an integral process, communication is a tool that is used to serve a higher objective. 


Unfortunately, our failure to consider communication as a whole can lead to confusion and lost opportunities, not only with your customers but also with your team. Communication needs all the attention you can give if you’re going to make sure you can get your message across. No business wants to reach the end of a complex marketing strategy just to have their audience ask what has been said. 

Speak the right language 

International communication is just a matter of using the appropriate translation tool, right? Too many brands fail to promote their products in other markets because their messages don’t translate effectively. It might sound silly but making sure that what you say in Northern America makes sense in Europe or Asia requires more than a good dictionary. You need a translation expert who knows the destination country’s culture and understands how to adapt your message. The slogan you’ve picked for an area may be offensive once translated. Unfortunately, that’s not the kind of thing you can find out with a translation tool. It requires practice, cultural expertise, and local knowledge. 


Another surprising mistake that affects national markets is the way you use business language. A product or service that is designed for a specialized B2B market, for instance, will require a specific jargon. However, if you expand your offering to a broader audience, you will need to translate the terminology into layman’s terms. 


Enhance your communication options

We live in a remote and digital-friendly world. Teams and clients don’t expect to meet in face-to-face meetings anymore, especially as the COVID pandemic remains a risk for all. Therefore, your communication technique needs to encompass a variety of needs. Some interlocutors will require additional backups to comprehend your intentions and ensure they’re on the right track. For instance, a video chat can be more effective than a simple phone call, as people can use your facial expression to add an emotional reading to the message. Therefore, using a solution that creates a unified communication platform, such as voice-enabled Microsoft teams, for instance, can serve your objectives. It’s also good to bear in mind the need for emojis and gifs in digital interactions, even in a B2B environment. A smiley can change the way someone reads a statement and help get the message across. 


Illustrate your point

Complex concepts are best illustrated with images. Photos, videos, and graphics can do all the talking you need and keep your communication effective and quick. Therefore, every communication campaign needs the support of a talented designer who can make sure the visual story aligns with your goals. 


Don’t leave people feeling confused about your messaging. From clarifying your content with visuals to ensuring that you use the right wording for every audience group, communication is a skill that brings your brand closer to the customers. It’s not just what you say, but it’s also how you choose to say it.