By Conrad Winter, a campaign and content copywriter for the transportation and logistics industry. He is a TMSA member and will be exhibiting at the upcoming TMSA Logistics Marketing & Sales Conference, which has a theme focused on the Customer Experience (CX). For more information, visit conradwinter.com.
No one wants to do business with a computer, or have a relationship with a robot. It’s creepy.
That’s why it’s important to keep your web copy, content, case studies and email communications personal.
That’s not an easy task as companies become more digital and virtual. Nevertheless, making your writing personal is my number one tip for providing great CX through words. In doing so, you appeal to the emotional side of prospects, and that’s what creates a customer experience that builds strong bonds to your brand.
When writing for the customer’s experience, the most important things to keep in mind are their needs, problems and concerns. Provide a positive experience by being completely focused on their realities. Here are four ways:
It means letting your drivers, dispatchers or software developers author blog posts. It means fearlessly telling your founding story of how your company grew from one milkman to a fleet of truck drivers. It means boldly telling about your company’s quirky location—or that you’re a virtual company without a headquarters.
People make up the heart and soul of your brand and your company. It stands to reason that prospects what to know those people.
There are real humans behind your business, no matter how virtual you are. Letting people know who you are does lots of good things:
Being personal means being friendly. Professional, yes. But friendly too. It’s possible to be both. How many people do you know who you can count with your life and who are actually nice, too? See? Keeping a conversational tone in your writing accomplishes that.
Writing conversationally often involves letting your company’s guard down. That’s what we do when we converse with people we know. We speak easily. That’s what people like. They also like to be charmed and entertained—never simply sold at. So be a good friend and tell your prospects a story about a challenging load you hauled and the details of how you delivered like heavy-haulers, Bennett IG did in this post I wrote for them. In short - indulge your readers.
Writing for CX can be hard when everyone on your team is pontificating about the economy of words and how no one reads or has any time anymore. To those who believe this, I have this message: people will read as much as you can write, as long as it’s entertaining or interesting or both. Storytelling is not fluff; It’s the stuff prospects and customers remember the best - because it’s the part they like the most.
Writing readable, enjoyable, useful copy is a big part of providing great CX today. What sort of experience are you providing your customers?
Interested in learning more about how you can leverage transportation-specific expertise in CX for the benefit of your company’s growth and expansion? Attend the 2019 Logistics Marketing & Sales Conference June 9-12 at Amelia Island Plantation Resort near Jacksonville, FL. Learn more