I recently attended a webinar in which the term ‘over-communicate’ was used many times. The distinguished speakers with varying backgrounds and expertise all agreed that now is the time to over-communicate with multiple groups and individuals.
As a marketing communications professional, my knee-jerk reaction was: NO! NEVER!
Historically, meaningful-yet-minimal communication has ALWAYS been best. The fine line between people hearing from you enough to get your message across without being annoying is a challenge.
But in the age of COVID-19, I must put my many years of training aside. In these chaotic times when change is a constant, businesses should consider ‘over-communicating.’
Here’s what over-communicating can do for you
- Tells your clients and targets that you are still here. Over-communicating sends the message that your business is successfully riding out the pandemic. While others, sadly, are closing, you are faring well.
- Sends a message that your business is stable. Although how you conduct business may be evolving, you’re adapting, and your services are not compromised, which is an important message for clients to hear.
- Establishes confidence that you will be in business for the long-haul so clients can trust you well into the future.
- Positions you to provide help exactly when it is needed. As our needs are changing quickly, one day’s communication may not be what someone needs. But by over-communicating, the next communication may be exactly what they need at the right time.
- Let’s others know how they can help you. Over-communicating with your trusted advisors, referral sources and many others can lead to assistance. Be clear as to what your challenges are so they can help you find the resources you need.
Do’s and Don’ts
- Do offer solutions, important information, updates, etc. When over-communicating, the message needs to have some value to the reader.
- Don’t be repetitive. Even if your message is the same, find a different way to express it.
- Do keep your communications short and easy to read. No one wants to read detailed, dense text – even when you are not over-communicating.
- Don’t overly over-communicate. Find a good balance between enough and too much. Use analytics to analyze your open and read rates. If you see a drop, you might want to stop…for a while.
We’re Here to Help
In these uncertain times, one thing is certain – the TW2 team is here for you. In our 28 years in business, we have garnered extensive expertise that we are more than happy to share. Please contact us if we can help.
President & Founder