In a world saturated with commercial communication, the best way to effectively reach a customer is to tap into conversations he or she is already having. Essentially, that means showing the customer you can help him or her rectify a troublesome situation or achieve some sort of benefit. "The way you enter into such a conversation is to be highly specific, and use the same language that your clients use when they talk about their problem," writes Srikumar Rao, author of "Happiness at Work."
How to cut through the noise to reach consumers
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