Notice any changes in my newsletter masthead? Unless you have a good memory, you would have to look at an earlier issue to see the difference.
Newsletter mastheads can stand a change once in a while. Slogans, taglines, even our logo, colors, font styles and other branding usually have some flexibility. The change can be a major improvement to our appearance, or it can simply create an impression of life and activity. Changes can be total transformations, or they can be small modifications that help to enhance the personality and uniqueness of our business.
It is good practice to change a few things from time to time. It is especially useful if we hope to expand our audience to include people who like to try new brands, test new products, and shop at new stores for their sheer novelty, or because of their hip names. I think that describes most of us at least sometimes. For loyal customers, occasional changes will probably not backfire on us. They welcome tasteful updates, as long as they don't perceive a negative impact on service or products. We need to consider the possible ramifications first, address a few questions. What should change? What can we afford to change? How much change should we expect customers to adjust to without the risk of losing them? Are we willing to lose some in our attempt to reach others? How do we minimize the negative outcome and maximize the gain? What will we lose if we don't make changes? More risk. Change is largely about risk.
Change is not only useful for appearances. Sometimes it is necessary to elaborate on our business goals, develop our written history and plans for the future of our business. We might need to explain employee procedures more effectively, and describe products or services more compellingly.
If you have plateaued, or are beginning to see a reduction in sales, customer loyalty, employee productivity or staff morale, a change to your internal or external communication tools might give your business a boost. Please call (720) 201-8743, or e-mail me today. Let's discuss the possibilities.
