4 important dos and don'ts to consider before you announce a change in your business.
Would you know where to start when it comes to sharing sensitive business updates to your customers? I’ve put together a handy guide with 4 important dos and don’ts to consider before you publicly announce a change in your business.
Planning to make an announcement or share an upcoming change that will impact your clients or customers?
Worried about disappointing people or feel you have to justify your decision?
How do you deliver an important announcement in a genuine and truthful way whilst also ensuring the message is thoughtful, considered and professional?
Let’s create a scenario – Ellie needs to implement a price increase and establish some new boundaries with her clients. She’s been selling her services at less than market value and has decided now’s the time to make a change. She wants to be transparent about the upcoming changes so feels it’s best to make the announcement via social media and via an email to her subscribers.
Ellie’s been feeling drained, undervalued and frustrated with this element of her business for some time. She’s been running at a loss emotionally and financially in this area and has decided it’s time to uphold her worth. She’s also introducing some additional business terms and conditions that align better with her capacity and values.
She’s feeling good about the changes but recognises there might be some disappointed people. If she’s honest, she’s also a little worried about making this change in case there’s some fall out.
So how does Ellie successfully announce the changes?
First let’s work through what not to do when you need to make an announcement in your business
What not to do:
1. Don’t unload your frustrations onto your audience
The way you’ve run your business in the past is not your audience’s or clients’ fault. You’re about to make a positive change for your business so keep the message focused on the goal/ benefits of implementing this change.
2. Don’t overshare
The inner workings of your business and the way they affect your life should always be shared through a lens of professionalism. Writing up a post and/or an email that blurts out all your deepest emotions and thoughts about this change isn’t needed. You don’t want to accidently fall into a space of oversharing. Doing so has the potential to compromise your brand values and brand perception. Instead, save all the juicy details for a catch up with your friend, your mum, your business coach or even your beloved 4 footed pet. You’ll thank yourself later.
3. Don’t apologise
If you’re someone who has a tendency to apologise a lot then this one will be hard. Firstly, consider why you feel the need to apologise. Is it because the change leaves you feeling a little uncomfortable despite knowing it needs to be done? Are you worried it’s too confrontational and feel scared you’ll lose business or receive push back? If these worries arise, go back to your why. Why are you making this change and what are the events or circumstances that led to making it. Remind yourself of your why every time you feel the urge to apologise.
Note- You can always acknowledge that the changes might be hard for your audience to hear. Validating your customers feelings is a great way to make them feel understood and appreciated.
4.Don’t react
If you’ve made this change as a direct reaction to something that has occurred in your business that day or week, it’s best to take some time before you post or share about it. This will help you make the change from a response mindset as opposed to a reactive mindset.
Reactive looks like writing up all the details in the heat of the moment and sending it straight out into the world.
Responsive looks like sleeping on it and sending your draft post and/or email to someone impartial and constructive. Re-read what you’ve written the next day when you’ve had more time to process your approach to the new decision.
Now that we’ve looked at what not to do – Here’s what you’ll definitely want to include.
What to Do:
1. State the facts
Detail the important information that people need to be aware of ie share the dollar or percentage increase of your service/product. If applicable, also share your updated terms and conditions and let them know the date the change will be effective from.
2. Stick to the point
Keep things clear and concise and avoid the urge to waffle or get stuck justifying all the reasons why you’re making this change. If you’re prone to oversharing remember to keep your goals in mind as you write your messaging.
3. Share the benefits
For every positive change that aligns with you and your goals there’ll always be a flow on of benefits for your customers. Consider the benefits clients receive because of the change – ie will it allow you to serve your clients better? Does it mean they’ll continue to receive the best quality which wouldn’t have occurred if you hadn’t made the change? The more you make it about your target audience and how the change works in their favour, the better they’ll receive your message.
4. PROVIDE AN OPPORTUNITY to ask questions
Clarifying and reassuring customers never hurts. Invite questions to be asked on your post, via a question box in stories or by directing them to reply to your email. Knowing you are open to connecting with your audience during this transition is a beautiful way to support your customers.
And that’s my 4 important dos and don’ts for sharing sensitive information or updates with your dream customers.
Keep in mind, it’s your business and you need to share information in a way that feels right to you. This guide will be particularly helpful for anyone who wants to be diplomatic and respectful of both their brand and their target audience.
Find yourself getting stuck when writing important announcements? Say hi to me any time here. We can work out the best approach to sharing your big announcement.