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How to Effectively Communicate Your Value as a Logistics Company


How to Effectively Communicate Your Value as a Logistics Company

A company’s values are its ultimate selling point. Your services may be very much like every other logistics company’s, yet what will always set you apart are the values and belief system you nurture. 

The question that now naturally arises is how can we communicate this value with our customers? What are some of the marketing and PR tactics that can be employed to best showcase that deeper and more meaningful level of our business? 

After all, it’s very easy to promise you’ll store and ship item A from point B to point C in record time – and it makes you no different from your competitors.

Here’s what you can do to rise above the competition and show your customers what you’re really about. 

Know Your Target Customer(s) Deeply 

First of all, you need to truly understand what your customers are looking for. It helps if you target a very specific audience, as opposed to casting a wide net. The more specialized you are, the better you will be able to understand the unique needs of a customer. 

For instance, you may work with brands that sell a specific kind of merchandise. Let’s say this is the merch of famous social media influencers. What these kinds of clients will want is speedy shipping and a unique packaging experience, one that can be personalized to each individual influencer. 

By researching the online habits of your target audience and their requirements (via email, call, in person), you will be better able to tailor your services. You’ll have crucial knowledge to help you find that link that connects your values with their needs. 

Write Focused Web Copy 

One of the best ways to communicate with your audience is via your website copy. Ideally, you want it to focus on your customers’ needs, pain points, and desires, and how your solutions are able to solve them. Don’t go on and on about how great you are: explain how what you do solves their problems. 

Always speak in the language of your customers (which is where the research from the above point comes in). You can’t expect the same voice to appeal to international corporations and small local businesses.

Use superlative and comparative language where it makes sense. Phrases like “the most affordable,” “the most reliable,” “the longest-running,” etc. will help highlight what makes you stand out and how this can be beneficial to your audience.

Use Statistics and Social Proof 

You should also look to condense your key stats down into easily digestible bits of information. Numbers often speak louder than words. To add another layer of trust to your website, point out the number of satisfied clients you’ve worked with, the miles you’ve driven, the number of items you’ve shipped, and so on. 

Here’s an example from ShowMojo, which uses five simple statistics to underline the benefits of using their services. 

Of course, the challenge here is to top your competition. What if someone has been in business longer than you have? When this is the case, and it most often is, try to pinpoint those unique values that make you different. 

Choose to focus on one type of item or one type of service. Highlight something about your facilities that makes you stand out. Shine a light on your employees or even your customers. 

The copy you use can also be what puts you on the map. For instance, a phrase like “234 headaches averted” is more emotive than the customary “234 customers served”. 

Use Imagery to Communicate Better 

The other great way to communicate better with your audience is to use imagery and icons that strengthen your message. 

Consider every single visual element of your website: starting from the color story, to the images and the way the pages are structured. What can you improve that will make your customers both have a better experience browsing and better understand what you’re all about?

Visuals have an inherent ability to spark emotions and connections on a level that is much deeper than words. Just the use of different, better quality images that trigger a certain emotional response can improve your conversion rates

Your choice of imagery and visuals ties right back to knowing what your audience wants. What is the major challenge they are facing? And what are you doing that will make it better?

For instance, Haystack has a great animation that’s designed to make you feel a bit on edge at first. But then, they provide a solution in the same visual, illustrating how their services simplify operations and streamline processes.

Create Memorable Offers 

Sometimes it’s all about sticking in someone’s mind. You may not convert a visitor on the first go, but if you create a memorable offer that solves a particular need, they are likely to remember you and come back when they need that specific service. 

The future (and present) of marketing is in personalization and customization. Offers tailored to the needs of every individual customer are much more valuable and sell better than pre-made packages that only assume what they will need. 

If you’ve been in business for a while, you’ll be able to make the best of both worlds and create package-like offers that still allow for plenty of customization where it matters the most. Whether it’s storage solutions, pickup and delivery times, the duration of your services, or any other variable that can be tweaked per customer, offering a choice (but not too much of it) is what makes customers convert. 

Make sure you don’t fall into the trap of choice paralysis, and only allow your customers to tailor some elements of the offer. Too much choice and having to come up with the entire service from scratch will only cause more headache. 

Communicate Your Unique Value Proposition Wherever Possible 

Finally, you want to make sure there are numerous touchpoints between your customers and your values. Here are just four of them:

-Your web copy – Everything you write online, from your website copy to your social media captions should communicate your UVP. 

-Speaking to customers and prospects – In-person marketing is just as important as your web presence. After all, if you communicate one message online and then come off as a completely different company in person, you won’t be doing yourself much good. Ensure all company representatives are coached on the best ways of communicating your values and USPs. 

-Speaking with others in your industry – Word-of-mouth marketing is also an important aspect of customer communication. So, you want your values to shine through in your chats and emails with everyone in your industry, as well as your current customers. You never know who might send your next client your way. 

-When someone asks your employees about their job – Your staff (even the employees who don’t have customer-facing jobs) should know the values your company is built on. They can represent them when speaking to friends and acquaintances who ask them what it is they do for a living. 

Final Thoughts 

Communicating value comes down to reinforcing your core message and understanding what your audience is truly after. With enough research, a decent creative effort, and a lot of testing, you can come up with a formula that not only converts your leads but also makes them proud to be working with you. 


Putting Purpose Above Profit: 3 Steps to Drive Long-Term Results in Times of Uncertainty

Purpose, by its nature, is defined as the reason for existing and goes beyond making money. It is about people coming together to make an impact in something they believe in with the trust that revenue and growth will follow, rather than as an end in itself. To be a  ‘purpose-driven’ organization, companies need to stand for something and look to positively impact society. “Innovation cannot advance in a positive direction,” Marc Benioff, CEO of Salesforce recently said, “unless it’s grounded in genuine and continued efforts to lift up all of humanity.”

Here are 3 steps to re-capture your purpose to drive long-term results in these uncertain times:

Go back to your WHY.

Now, more than ever, companies need to revisit and return to their purpose /  WHY / core values. During hard times, leadership is forced to make quick and tough decisions. By going back to their purpose, each choice can be tied to the long-term vision of the company and help avoid costly short-term/knee-jerk decisions. “So many businesses are lost right now. At BirdEye we are focused on navigating these uncharted waters by focusing on our core values  – customer obsession, family spirit, world-class and innovation.” said President & COO, Dave Lehman “Purpose-driven results are measured by the impact we have on our customers and partners. That way, we can all get through this together.”

Connect employees with a vision they can believe in and embrace.

As leaders quickly pivot a company’s direction and change priorities, the stories and reasons behind the change matters. When teams and individual contributors understand how their roles fit into the company’s WHY, everyone feels part of a greater good and can own the company’s key messages. Executives can’t be connected with every customer directly, so it’s critical to empower employees with a foundation to go and expand the brand. Research by Bain & Company shows that if a satisfied employee’s productivity level is 100% and an engaged employee’s level is 144%, the productivity level of an employee that is truly inspired by the company’s purpose is an impressive 225%.

Show empathy and advise with humility.

Emotionally connect with your customers and focus on how they are managing in this time of great uncertainty. Ask the personal questions and be willing to spend time sharing your personal stories first. Selling in this environment is about doubling down on fixing their problems and addressing their concerns rather than pushing your products or services. In these unprecedented times, authentically connecting and helping your customers is the only way to drive business. For example, IKEA wants “to create a better everyday life for the many people” and Southwest Airlines strives to “‘connect people to what’s most important in their lives.”  In essence, a company should be selling their vision and aligning their purpose with their customers. Human beings need to feel connected. People will remember how we act today more than any product or service they buy from us.

Businesses that embrace the idea of purpose and profit being intertwined are companies that will drive innovation and achieve long-term success. Leadership needs to communicate more than ever that we are in this together, reinforcing that the company is truly a community that shares the same core values.


JANEL DYAN is a well-regarded executive brand strategist and expert on how to build a story to achieve brand alignment for both company and leadership success. She founded Janel Dyan, Inc. (JD) in 2014, which provides transformative brand strategy and style consultation to high-visibility clients across various industries. Her work has been seen by millions through public experiences at Fortune 500 companies, the United Nations, and the World Economic Forums, among others. Dyan also runs Beyond Us, which provides opportunities to build confidence in women through a platform for sharing clothes with other women who are ready to take the next step in their professional lives. Dyan resides in the San Francisco Bay Area with her husband and two sons. Her book Story. Style. Brand.: Why Corporate Results Are a Matter of Personal Style, is available now.