So according to my planner, I was due to be writing about gratitude this week, partly because I saw that it was World Gratitude Day on Wednesday, and partly because despite all the upheaval and change I mentioned last week, I really feel I have a lot to be grateful for.
It would be easy to jump on the bandwagon and start waxing lyrical about mindfulness, gratitude, mental health and more, but let’s be honest, you’re not really interested in my opinions on the subject! I’m no gratitude expert or mental health practitioner, and so despite the temptation I’m going to focus on the things I do know about – communications, professional identity and reputation.
It’s so important to remember our limitations – and our true areas of expertise – when posting online. Sticking to what we know and the areas where we can really add value – this is the key to authenticity and building trust and loyalty.
But what about gratitude?
This sentiment is a real driver of emotional investment, and a key trend for communications over the last couple of years. In order to communicate real heartfelt gratitude, you need to have a long look at your audience – your clients (past, present and future), your followers, your team and partners, your suppliers, the media and local authorities. What are you most grateful to each of them for? What would resonate with them most?
Once you have really drilled down to identify each of the groups of people you are grateful to, and what you want to say to them (or what they would like to hear), you need to work out how they would best receive the message – is it a one-to-one communication such as a personalised email, or a one-to-many direct communication such as a mail shot or newsletter article, or would a social media post or advert suffice, that they would have to actively search or scroll to see.
Finally once you’ve confirmed the medium for the message, you need to decide on the mechanics – a written post, a stock or personal photo, or a video? Do you offer a gift, an incentive or promotion/offer, further information/advice? What is it that would really make that audience feel appreciated?
When it comes to communications deigned to build/develop emotional connection, there is nothing worse than being disingenuous, so no matter what you decide to do, just make sure you are being true to yourselves and putting yourself in your audience’s shoes to make sure you hit the right note.
So on that particular note, if you have read this post to the end, my genuine thanks- not only for reading, but for sticking with me over the last two silent years and supporting me now as I try to re-enter the workspace fully again. If there is anything at all I can do, any advice, or even just someone to bounce ideas off over a coffee (virtual or in person), I’m more than happy to help! You can email me: sam@footstepcommunications.com
