Expert vs. insider knowledge – when to get help with your communications

March 8, 2017

When you’re in business, it’s always a juggling act between keeping costs low and ensuring you’ve got the best people and resources on board to make your business as successful as possible. Communications are one of the first things to get put off when you’re trapped in the black hole that is ‘business as usual’, so at what point should you bring on an external communications expert or get some help with your content?

7K0A0116When you’re just not a writer

Let’s face it, most people start businesses so that they can do what they love and are good at. What they might not be quite so good at is everything ELSE involved with business, whether that’s doing strategy, sorting the accounts, or actually communicating what makes them so great at what they do. Sure, you might have thrown some content up on your website but, once you grow a bit, communications become even more necessary to keep demonstrating what makes you special and why people should work with you. If you find it hard to get the words out that sum up what makes you awesome, it might be time for some help.

When time runs out too quickly

There are only so many hours in the day. And when your whole team is run ragged doing what they’re hired to do, getting a blog written each week (or even each month) can seem rather challenging! Bringing in someone else can make the difference when it comes to enabling you to get your comms out regularly. Usually all it takes is a once a month catch up over the phone or in person, and a good writer should be able to put together content for your various communications channels – on time and on brand – without you having to spend lots of time briefing them.

When you need some fresh eyes

Death_to_stock_communicate_hands_9Businesses who are growing are also changing, which means that they need to communicate differently as well. Yet so often we end up getting caught in cycles of saying the same things because that’s what we’re comfy with. When your business is changing, or you’re having trouble changing how you communicate with your customers and prospective customers, bringing in fresh eyes can help you gain a new perspective on where you’re at now, and how you should best be showing your customers that.

When your customers don’t get what makes you awesome

We hear it SO often – “my customers just don’t get what makes us different!” Many business owners get frustrated when they feel that they’re doing amazing work, but people are opting for a lower cost option instead of the best option. That all comes down to how you communicate your point of difference. Take Apple for example – sure, they might sell computers and phones. But it’s HOW they sell computers and phones that makes them successful – they tell a story about what makes them better (and how their customers will be better with their products) instead of selling on price or specs alone.

Unfortunately, when you’re close to your product or service, it can sometimes be hard to see past just what you do and uncover what makes you great (and no – great service and high quality are not selling points; everyone claims those!) Bringing in an external communications provider helps uncover just what makes you different and can help you get that across to your audience in the most effective way possible.

If you need some help getting your customers to understand just what makes you special, get in touch! We’d love to have a chat about how you could tell your story in an even more compelling way!