Clear, engaging communication key to standing out in the global market

Today, much of our business comes from the Internet – whether through search or more directly from e-commerce. Strong business communication is very much about creating persuasive messages that people connect with and want to share, particularly via social media.

By Neil Stoneham, Director, Voxtree

 

The Internet has changed our channels of communication beyond all recognition, and access to information has never been easier. On the one hand, this represents real progress. But, on the other, it means there is more of it, resulting in a lot of noise.

 

In order to rise above the din and compete, communication must be razor sharp. If the core message is garbled or badly constructed – a flaw of many businesses the world over – then potential customers could be lost. If the message is trained and focused, however, more people will understand the benefits of engaging with a company and come knocking.

 

Sounds obvious. Sadly, though, ineffective communication costs businesses every day and, in some cases, leads to collapse.

 

Singapore is demonstrably one of the world leaders as a place to do business and is well equipped to take on the global competition. In addition, English proficiency skills are some of the highest in the region, so international communication is not considered much of a problem.

 

But even Singapore is not perfect. For example, a propensity to use so-called ‘Singlish’ – a localised version of English – may sit well in the local market in certain situations. Globally, however, competition is fierce, and it is the top communicators – the ones who can emotionally engage audiences across a range of markets – who come out on top.

 

Importantly, good communication is not simply a case of getting spelling or grammar right. Strong business communication is very much about creating persuasive messages that people connect with and want to share, particularly via social media.

 

As such, businesses must learn new rules of engagement quickly to keep up with an increasingly web-savvy clientele in a constantly changing environment.

 

Today, much of our business comes from the Internet – whether through search or more directly from e-commerce. Websites and social media are quickly taking over the traditional forms of PR and advertising we once relied on, and the most widely used search engines rank ‘quality’ above all else.

 

That means content has to be well written and produced. Great design is certainly a critical component. But whatever media is used to get the message across, clarity, relevance and persuasiveness are what set you apart from the competition.

 

Clearly, then, getting the message right has never been so important.

 

Employing people who understand not just the complexities of language but also how to apply it effectively in a business context will pay dividends. Such skills are vital in order to keep up with competitors who already understand this issue and are racing ahead.

 

Businesses in Singapore have every opportunity to shine here. It just needs sound judgment and a good long-term strategy to make all the difference.

 

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Neil Stoneham will be speaking at a Breakfast Club "The Revolution in Business Communications" on the 25th November 2015. The audience will see how leading brands have embraced the communications revolution to excite and innovate, be inspired to re-invigorate their own business communications, learning new ways of engaging clients and customers to get them spreading the word.

 
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