Did you know that unclear communications is often the silent driver behind customer churn? If your customers don't understand what the purpose of the communication is or what action they need to take, if any, chances are they'll take their business elsewhere. According to research from Computershare and Quadient, up to 52% of customers said they were either very likely or extremely likely to switch providers if they continued receiving communications that were difficult to understand.
Clear, easy-to-understand communications is the first step towards reducing customer churn—and even more importantly, it builds trust. In fact, 55% of consumers say that clarity in transactional documents and other communications increases their trust in a provider. When customers feel informed and understood, they're far more likely to stay loyal.
Copywriting is one of the simplest and most effective ways to create engaging, informative communications that build trust and provide customers with a valuable communication experience. Investing in clear, well-crafted copywriting helps you keep the customers you've worked hard to earn.
What is copywriting?
Copywriting is defined as the art and science of written persuasion. You can use copywriting to influence the audience's behavior and encourage them to take specific actions.
Copywriting for the benefit of your customers
When you operate in a strict regulatory environment, there are certain things you can say, and there are certain things you can't. For example, you can't exaggerate claims. You must disclose the risks of doing business with your company. You must also abide by a wide variety of laws so that you don't run afoul of regulators.
In addition, your customers expect clear, professional communications that reflects your brand, showcases your expertise and earns their trust. If your tone is too casual, your customers won't take you seriously. On the other hand, if you cloak your message in jargon and legalese, they'll likely ignore it. Achieving the right balance is key—speak with authority and remain approachable.
The question becomes how can you balance your legal and regulatory requirements while effectively convincing your customers to take certain actions such as to use an app instead of calling the call center? Here's some good news: you can use copywriting effectively by following a few best practices.
1. Simplify concepts
If you use industry-specific language and terms with the average consumer, they'll probably stare at you blankly. You can't assume your customers know everything you know.
Explain complicated concepts in plain English and avoid using industry terminology or acronyms. Your customers will appreciate it. Our research shows consumers want concise, clear communications that are relevant to their lives. When you take the time to explain complicated concepts, you build a stronger relationship with customers while complying with regulations and legal requirements.
2. Personalize communications and write with empathy
Let's say you're an insurance company and a customer submits a claim for flood damage. Instead of sending a cold, automated form letter that acknowledges the claim, you have an opportunity to improve that customer relationship.
Tell the customer in the letter you're sorry they're in this situation. Emphasize you're going to help them. Explain the next steps in the process. Make them feel they're not alone in this process, and that you're going to support them every step of the way.
Or, if you're a financial institution and a customer is late on a loan payment, send a late payment notice with a friendly reminder that payment is late with clear instructions on how to make a payment.
By identifying their unique situation, you're personalizing the message (even if you're using a template). Our research also shows that customers value personalization. They want to feel they matter to your company.
3. Create clear calls-to-action
Every communication should guide your customers toward a specific action. Maybe you want them to download an app or use a chatbot. But they won't take the next step unless you tell them, and you must tell them clearly.
When you clearly state the next step you want your audience to take, it's known as a call-to-action (CTA). Here are some tips for writing attention-grabbing CTAs:
- Keep it simple. You want your audience to immediately understand what the next step is. If you want them to download an app, say that.
- Focus on just one action. Don't confuse your customers by asking them to do more than one thing in your CTA. If you want them to take two separate actions, such as downloading an app and changing their address, use two CTAs in your communications.
- Use strong verbs. All attention-grabbing CTAs have one thing in common – they use strong verbs like “go,” “sign up,” or “download.” There's no confusion about what you want your customers to do. They inspire action.
- Build a sense of urgency. You don't want your customers to wait. You want them to act now. Don't be afraid to use words like “now” and “today” in your CTA.
Building Trust, One Message at a Time
Your customer communications are an opportunity to build trust and foster a long-term relationship with your customers. Copywriting gives you the tools to share your message in a clear and empathetic way, so it feels like you're talking just to them. By following copywriting best practices, you can craft CTAs that encourage your audience to act now.
To learn more about how we can help your organization transform your communications and fulfill your strategic goals, contact us today.