Each year, nations, research institutions, and economic organizations develop measures of consumer confidence. As the World Economic Forum explains it, the customer confidence index (CCI) first came into use in the late 1960s as a way of predicting consumer buying behavior—and therefore overall economic performance—in the wake of World War II.
Though the indexes have since come under criticism for their psychological impact and emphasis on maximizing consumption, the sentiment behind consumer confidence still tells us something important—something far beyond its implications for monetary policy or macroeconomic forecasts. It tells businesses, especially those stradling a competitive market, that the “mood” of the public is a crucial variable in the sales cycle. It’s not just about how great your product is or how the company feels about its services. It’s about how the customer feels about you, their needs, and their spending power.
So the crucial questions for businesses are:
- How can we nurture trust?
- How can we communicate competence?
- How can we transfer our own enthusiasm onto a skeptical audience?
A whole range of factors contribute to customer trust, many of which are outside of a business’s control. But content strategy is one area where companies have real power to build confidence among their audience—leveraging humanizing messages to cut through fears and doubts to promote urgency.
Tell human stories for a specific audience
Cultivating the kind of trust that encourages repeat purchases means addressing a specific audience. Unique sets of values and interests drive decisions for each market segment. Fail to identify what your specific buyer wants—taking for granted similar priorities among vastly different consumers—and you miss opportunities to show off your business’s true strengths.
But pinpointing your customers is only the first step. The next is speaking in a language your specific audience understands. Fortunately, there is a key that opens doors to even the most divergent audiences: stories.
Stories are universal. They are how humans learn their most important lessons, from listening to childhood nursery rhymes to trading tales with old friends. The most skilled content strategies leverage universal stories to relate with curated customers and spur action.
Leverage the power of restraint
Short and sweet. We’ve all heard it before. The meanings of cliches tend to fade with time and excessive use, but this one touches an important truth at the heart of communicating confidence.
Picture an argument between two people. One person speaks hurriedly. He explains his point in as many sentences as he can—then expresses the same idea in different words. He speaks for so long that his essential argument becomes muddled in the sea of prose.
Then the second speaks. He is succinct. He begins with a central idea, which he expresses in a few simple phrases, then elaborates as needed. In short, he uses brevity to his advantage and is effective, captivating, and convincing.
While there is certainly a place for long-form content—in explaining industry nuances, demonstrating thought leadership capabilities, or sharing new research—there is tremendous power in simplicity and having the confidence to leave blank space on the page. Brevity is bold. Leveraged effectively, restraint communicates confidence—and overcrowded pages can come across as uncertain.
Demonstrate competence through consistency
To most, reliability means something you can depend on. Someone who shows up. The same is true of brand reliability and customer confidence. The consistency of your content is an integral component of demonstrating the ability to come through in the tough moments and solve your audience’s biggest problems. This includes consistency in tone, style, and output:
- Style and tone: Always speak in a voice recognizable to your audience—whether competent and professional, relatable and friendly, or some other combination.
- Output: Put out content on a regular schedule, including blogs, social media posts, emails, and beyond.
Another way to ensure consistency—and maximize momentum? Team up with a strategic content partner.
New content initiatives have a lot of energy behind them. The beginning is exciting. Ideas and content flow at a rapid pace. But all too often, even the best of plans run out of steam without a powerful engine for generating on-strategy, quality controlled pieces at scale. A strategic content partner provides the motor for your important content campaigns, ensuring consistent, engaging, results-driven messaging—every time.
Connect with audiences like never before. Contact MarketSmiths to create a tailored content strategy that speaks to your customers’ priorities and your business’s value.
