British pop star Cheryl Cole has been dropped from the judging panel of the US version of The X Factor, after sources claimed producers were concerned the singer's Geordie accent was too strong for US audiences. The 27-year-old had always said she thought her audience would eventually "get used to it" but obviously not quickly enough.
How things change. Just nine days ago National Brit Treasure, Cheryl, had already become such hot property stateside; she was being showered with more film roles than she knew what to do with.
But it’s over for now. Maybe it was the accent, maybe it was the colossal hair. Whatever the reason, Cheryl Cole's American X Factor role is now officially in “the clarts!”
In a rather tentative segue, we also have to communicate with our audiences but the vast majority of them don’t communicate back.
Happy customers don’t tell you they’re happy!
90% of the feedback you get will come from 10% of your audience - and 90% of that will be negative.
Only the unhappy people talk to you and the 90% happy people stay silent, oblivious of how keen you are to hear from them. So it makes sense to focus some of your time on your 90% happy customers because it stops your decision making becoming blinded by the vocal minority.
Here are 5 ways to start addressing your audience:
1. Assume your audience is smarter than you
2. Trust that some of them will follow you
3. Look on negative comment to engage and improve a relationship
4. Explain if and when you have to say “No!”
5. Be human because they are - honestly!
Social media is particularly effective and an accepted communication channel. The people who contact you on Facebook, Twitter and LinkedIn are potential customers or know someone else who might be, so you have to speak in a language they feel familiar, (note to Cheryl).
If you are trying to advertise your busines be respectful and above all honest in what you say. It’s quite okay to tell people about what you are doing, perhaps mention a recent press release or successful event, but don’t crow, don’t try the hard sell or come across as a spammer. Only post what your audience will find interesting and relevant using brief updates and do it reasonable regularly - but irritate or annoy them and you are toast!
It’s all about creating a reputation with people who want to get to know you a bit better. They want to engage with an actual person who is listening to what they have to say. Someone they feel comfortable with and can relate to.
If your business has been running for a while you will have an idea of who your audience is you can enhance client relationships using apps like social media dashboards - Tweetdeck, Hootsuite and MarketMeSuite, to help concentrate your marketing and freeing up your time.
Just make sure what your saying is what they are hearing and understanding. Show them you’ve got the X-factor when it comes to communicating.