Reasons to Outsource Communications

It seems like we hear more bad news about the economy every day - even every hour. All businesses, small and large, are being forced to reduce staffs and budgets. Some of us are wondering how we can keep delivering our services in such bad conditions. And guess what? Communications, marketing, and training usually fall to the bottom of the list. After ten years in corporate training and development, I saw budgets slashed and jobs eliminated a few times. So why should struggling businesses continue to work on their communications? Here are four good reasons.

1. Simply put, communication must continue. Think about how you communicate. If you hire new employees or change processes, you've got to design and deliver training. Your customers may be waiting to hear from you via email, on paper, or even through a scripted phone call. As bad as the economy seems, we still have to buy products and services - and all of us as consumers can be persuaded through direct mail, a sharp brochure, or even a quick postcard. So first of all, communications still need to happen - don't put them off until it's too late.
2. Maintaining your brand image is just as important now as it was during an economic boom. We're survivors. But we don't want to survive an economic downturn and find that our brand, our look and feel, our "experience" has been forgotten. We may have to tweak our image a bit because of the economy, but we've got to keep it moving. Consumers may even switch brands easier now because they're looking for the lowest cost. To avoid losing clients (and employees) during this time, focus on your USP: Unique Selling Proposition. What makes your business better than the rest? What sets you apart? For me, communications consultants and copywriters are a dime a dozen, but I specialize in banking and finance because that's where I spent most of my professional career. What makes your business, product, or service special? You can maintain this USP through great copy, advertisements, or even a brochure.
3. Keeping in contact with clients, prospects, and employees during hard times lets them know that you share their concerns. Maintaining the training program shows your dedication. Sending out a newsletter or an email to clients and prospects also shows this dedication. We know that communication must continue, but the kind of communication can change a bit. Empathize with your clients, let them know you're there, and let them know what new and exciting things you've got going. You can still obtain new business during a downturn and this is one way to do it.
4. Quite frankly, it's more cost effective to outsource. Of course you may be forced to outsource because of staff or budget shortages. Did you know that it can take five times as long for you or an employee to write copy than it takes a dedicated, professional copywriter or communications consultant? Imagine having your communications out there in a couple of weeks versus two months. The quicker you're out there, the better. Plus, an outsourced provider can work on a per-project basis and not a retainer. There's no regular salary for down time. And there are no worries about benefits and perks. As independent providers, we take care of that on our own.

With all this said, take a look at your "to do" list. Where are your communications projects? Did you put them out of your mind when the economy got tough? Consider pushing them back up your list again. Think about it: if your competitors crossed communications off their list, you'd be streaks ahead because you kept on communicating.

Visit Blue Notebook Communications to find out how you can "keep on communicating" and download a FREE copy of Chris Amisano's report: "Who Needs a Freelancer?".