The Importance of Professional Business Communications

Overview

In today’s world, business communications are a fact of life. They’re critical to getting the message out about you, your business, your products or services. As such, they need to be considered just as much as, and in some ways more, than all of your other marketing communications. But sadly, many marketers still don’t seem to understand that you only get one chance to make a first impression.

Informality Rules, But Does That Make It Right?

Hey John!

How many LinkedIn invitations, cold contact letters, phone calls or emails from businesses you don’t know and people you've never met do you receive on a weekly basis that all start with a similar salutation like that? More importantly, since when do business communications start with the word "Hey"?

Hey? Really?

By beginning a communication to a potential prospect or customer in that manner, the writer of these communications presumes a level of informality. Yet just based on my own experience (and yours as well, I’d bet), I've never heard of these people or their companies. That means when I receive a communication like this, I’m more likely to ignore it or delete it than read it.

Is that really the first impression they want to make?

What happened to beginning an email or message with a more formal business opening, such as "Dear Mr. Smith", followed by a brief sentence or two introducing themselves and/or their company?

Is that structure no longer used?

Communication Has Changed, But Has It Really?

In today’s world of instantaneous social media, text messages, tweets, and even email, it now seems to be deemed unprofessional to write and speak correctly. The general consensus seems to be that as communication styles have “evolved”, informality now rules and “reflects the way that people actually communicate today.”

That may be true, but is that really a good thing? Especially when you're trying to make an initial contact with someone?

If I receive an email or message that starts like that, I automatically delete it. This means all that effort on the part of the sender is wasted, since I have no interest in reading or hearing their message. Why? Because it’s obvious that the marketer who sent it doesn’t know me or my business. Instead, that person believes this veneer of casual informality will work to win me over and make me want to connect with them, do business with them, or at least listen to them.

Wrong.

Informality in the workplace is fine, once a relationship has been developed over a period of time. However, trying to make a new contact and begin a new relationship without taking time to communicate professionally sets a bad precedent. Is that really how you and your business want to be seen?

There’s an old saying that says, “You only get one chance to make a first impression.” Even in today’s world that saying holds true.

All Communication Represents You and Your Business

As with any form of marketing, to be effective, your message has to get through. If your emails aren’t opened or your calls aren’t returned, you’ve failed. If they’re not opened or returned because your communication style was too informal, you’ve failed. You’re only successful if your communication prompts a positive action on the part of the recipient.

If that is the case, shouldn’t you as a marketing professional want to take the time necessary to communicate professionally and correctly? Don’t you want to present your business in the best possible light? Especially if you’re trying to develop a new customer or relationship?

Remember, any and all communications you send are a reflection of you and your business. In fact, they’re often the first contact a potential customer has with your business. That means they’re literally a virtual representation of who you are, what your business does, or the value your business can provide. If your communication is not received or responded to, then your business doesn’t exist. Or at least, not in the eyes of the potential customer.

If you want to be taken seriously, you need to present a professional image, especially in your communications.

Remember, first impressions really do count.

Summary

Hey! Remember, don’t start your business communications with the word “hey.”

First impressions still count, and regardless of the medium, a professional image should be presented and maintained at all times. This means communicating with your customers, potential customers, and those with whom you want to build a new relationship in a professional manner.

Or at least until a level of familiarity and trust has been established that will allow you to communicate more informally.

By doing so, you will help yourself and your business.

© 2019 – Richard Hatheway, Catalyst Strategic Marketing

All rights reserved.