While having a communication plan is a vital component to client care, carrying out the plan should never trump the content of what is being distributed. How many of us have received flyers, e-newsletters, or text messages from someone we’ve done business with and found the information to be outdated, irrelevant or – worst of  all – unprofessional.

Essentially, we become instantly annoyed and either hit the delete button or find the recycle bin. Pronto.

To avoid this pitfall, consider the following 3 things when attempting any client communication:

1. Do I have something to say?
This may sound obvious, but if nothing new is going on at your company you don’t want to risk boring your clients. Don’t use this as an excuse to lose touch with them, though. Instead, you need to find something to talk about that will interest your clients and remind them of why they like doing business with you.

2. Does what I am talking about resonate with my target audience? 
Essentially, any good marketing will stir emotions. Excitement, anger, frustration – these are all good reactions to your contact if it drives your clients to call you to solve their anger or frustration. Emotions we want to avoid?  Indifference, annoyance, and fatigue. When evaluating the content of your marketing endeavour, make sure it stirs up emotions.

3. Does my communication contribute to my brand?
This is quality control. Whether it is an email, snail mail, or a phone call make sure that the piece is error free, is neat and tidy, looks professional and contributes to your brand. If it is a phone call, make sure that you don’t spend the entire time talking, but that you take the time to listen and consider your client.

While this small article from a British agency (Cubic Promote) applies to all prospecting and client materials, their 5 Checkpoints to test Your Marketing Material Value further reminds us that marketing material and client communication plans need to have content that matters to our clients.