Written by Karen D. Swim
In case you had not heard, the United States is in a recession. However, unlike past periods of financial turmoil, consumer behavior is not so easily predicted and has many scratching their heads. What’s different? The method and speed of communications has changed making it difficult f to control or predict consumer behavior.
Kellye Crane points out in her thoughtful discussion on PR that we no longer “control the message.” This applies to all areas of communications. Consumers no longer rely on marketing messages from business or government to stimulate them to buy. The actions that proved to be successful in the past no longer work in this age of user generated conversations and messaging.
In my own business I have found that potential customers crave more information and communication in these recessionary times. I am doing much more hand holding on the front end than ever before. People are nervous and want lots of information, not marketing messages. They want to know precisely what your product or service will do in clear terms and many want the ability to ask you about it directly even if the information is clearly spelled out in writing.
Even as people crave more information, they are not always paying attention. As they scan your site, blog post or twitter message, they are also thinking about their retirement account, how they will afford to send their kids to college and protecting their own jobs. The distraction makes it easy to misinterpret communications. Now more than ever, it is important to be clear in what and how you communicate. Subtle attempts at humor or thoughtful discourse may lead to unexpected blow-ups.
We need not fear the times in which we live but rather embrace the reality and step forward to lead the way. Even as we accept a lack of control there is an opportunity to be a leader in this new age of communication.
Have you noticed a difference in the way people communicate? Have you made any personal adjustments?
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Karen Swim says
@Jaden, I’m all for smarter shopping! Another good point though that we need to have lots of information available at our sites for those discerning consumers! 🙂
Karen Swim says
@Carla, you are so right. I didn’t even think of this but it is so true and oddly enough sometimes a phone call or email would be so much faster!
ScreenwritingforHollywood says
What an interesting observation I hadn’t really thought about much.
Hmmm. What’s different? I’d say people definitely buy more of what they need right now than that of what they want, so yeah, the flashy ads don’t matter if they just don’t need it. Me, I want things that will last and not break. So I like to research comments and feedback on the Internet about vendors and items, make sure the money I do spend is worth it. Am more cautious as a shopper and it only takes a moment on the Internet to learn about a company or its products from real people who have experienced them. Also, one can comparison shop quickly to get the best price and the best product. We can do smarter shopping these days.
ScreenwritingforHollywood´s last blog post..20 Best Film Festivals to Enter Your Film or Script
carla says
I think people are less likely to even email (let alone use a phone) – they may be more apt to text message, Tweet, or IM. They need to know you can be contacted at the drop of a hat.
carla´s last blog post..Eco Fashion: Do it yourself – Organic Fabric
Karen Swim says
@Janice, ah the sound bites…real conversations are indeed a treasured luxury. Enjoy your time with your friend!
@Brad, you’re very astute so I’m sure you would notice if it were happendig. 🙂 I have however talked with a lot of people who have had the issues but didn’t make the connection to the economy. When I pointed it out it was an “aha” moment for them.
@Terry, lol! It’s not them expressing fear or anxiety that I’m really getting at but how the times are impacting their thinking and hence their communication style. I tend to ignore the negative news too.
@Barbara, yes, the quick fix mentality is only heightened by the economy.
@Robert, yes twitter users have definitely changed their preferred method of communications. Most of my clients are not on Twitter and I once bemoaned that but during these times I’m actually thankful..I’d spend all day tweeting!
@Andrew, you hit on a key point – people do want more meaningful information. However, I am seeing both the request for more meaningful but also more of it. They want quality but also quantity as they seek assurances, guarantees and validation for their decisions.
@Melissa, yes! Thorough is a good word! Caution drives people to question and validate. It’s like the people who used to just buy groceries, but now they’re paying attention to price per ounce.
@Karl, I love the idea of video and would love to overcome my camera shyness to do it a little more often. You’ll have to share your tips!
Karen Swim´s last blog post..Say What? The New Age of Comunication
Karl Staib - Work Happy Now says
I totally agree. I catch myself getting lost in my thoughts and I finish a whole blog without retaining any of the information. I usually go back and read it again, but not always.
I’ve been experimenting with new ways to captivate my audience. My favorite is video. I love the intimacy of it. I’m not a pro yet, but the more I do it the better I get.
Karl Staib – Work Happy Now´s last blog post..Bring Hope Back to Your Company
Melissa Donovan says
I can’t say that I’ve noticed a strong difference in communication – but lately I get the feeling my clients are paying more attention to detail and often ask me what I think about things that have little to do with the services I’m providing. For example, I’ll be writing their copy and they’ll ask what I think about an image they want to put on their site, or a font they are thinking about using. Maybe people are being more thorough…?
Melissa Donovan´s last blog post..Plotting Fiction: The Elements of Plot
Tumblemoose says
Karen,
I love the sign pic. Too funny! It reminds me of a placard I saw in an elevator once.
It read, “If the elevator gets stuck,
#1 – Do not become alarmed.
#2 – Press button marked “Alarm”
Got a chuckle out of that one, for sure.
I wish folks would do more of getting to the point. Sometimes I’ll go to a site offering a new system or whatnot and the first thing I do is look at the size of my scroll button. Tiny button = Large Article, right? SO I skip the entire sales message and go right to the bottom of the page and see what they are actually offering and how much it costs.
Great article.
Tumblemoose´s last blog post..An open letter of apology to all of my editors
tom says
I am glad you bring up these points.
i was listening to Seth Godin speak and he mentions that traditional media has lost its power now.
It is all about social marketing and what goes online and how the word is spread. Such as if you make a huge impact, more people will talk about you, hence the purple cow.
tom´s last blog post..What is your debt to income ratio?
Andrew says
Karen,
I am not sure that people want so much ‘more’ information, but instead, I feel that the focus should be around ‘more meaningful information.’
What many people would like from the sales and marketing process, I would imagine, is to cut through the marketing clutter and get to the issues which are meaningful to them.
In this environment, I feel that marketers would be best served by forgetting the sales jargon, cutting to the chase and getting to the point.
Andrew´s last blog post..Ryanair versus Jason Roe: How not to handle a blogging spat
Robert Hruzek says
Howdy Karen! Hey, I’ve seen several differences, and all of ’em relate to Twitter.
One thing I’ve noticed is I rarely use email anymore for folks I communicate with on Twitter. And, using Twitter, I communicate with them probably 50 times more than I ever did before.
Sure is good practice in “pithiness”, I’ll tell ya!
I also expect quick responses to Twitter, as opposed to email communications. Am I being “trained” to expect that by Twitter?
Barbara Ling, Virtual Coach says
I haven’t noticed it in my neck of the woods… – my experiences are people STILL want a ‘quick fix’ that will save the day. It’s sad.
Barbara Ling, Virtual Coach´s last blog post..A MILLION Glorious Painful Pushups!
Terry Heath says
Excellent point, and like Brad I haven’t really been listening. People are scared and I guess I didn’t want to hear it. It’s the online equivalent of sticking your fingers in your ears and humming.
Terry Heath´s last blog post..Trigger, Peek-a-Boo Sound Bites, and Thanks Havi
Brad Shorr says
Karen, Have I noticed a difference in the way people communicate? No. So thank you for writing this post, because clearly I need to re-tune my ears. What you say makes sense, but I’ve been so busy it may be costing me.
Brad Shorr´s last blog post..Welcome Bill Welter, New Blogger
Janice Cartier says
Sound bites, people speak quickly. I am looking forward to next weekend when a friend and I will have time to speak at length.
Janice Cartier´s last blog post..Artistic License