Saturday, 21 July 2018

Information and commentary for the small business banking industry

Talk to your small business customers, not at them

19 Sep

In movies they call it ‘breaking the fourth wall’ – the old John Hughes classic, Ferris Bueller’s Day Off made it famous. The idea was to give the movie’s protagonist a way to connect directly with the audience, on a personal level. And it’s what your small business customers are looking to do with you. They need to know you’re taking a genuine interest in them, so you want to tailor your content so that it reaches them as individuals.

The idea is to create content that means customers don’t have to imagine you sitting in your office or on the phone – you’re there with them. Whether you’re showcasing a new financial tool, marketing new small business packages or plugging an upcoming event, try to put yourself in your customer’s shoes and think about how you’d like to be engaged.

The great thing about breaking the fourth wall is that you have more opportunities to inject some irreverence into your content. Dealing with finances, talking with a bank manager, understanding how to use financial tools – customers can find that kind of thing a bit daunting.

Breaking the fourth wall means that when it comes to content, the world’s your oyster.


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