How do you share your values with clients?

3 Know your audience

Another key factor to consider when sharing your values with clients is your audience. Your audience is the people or groups that you want to reach and influence with your advertising messages. They have their own characteristics, interests, needs, and opinions. They also have their own values, which may or may not resonate with yours. To know your audience, you can use methods like market segmentation, persona creation, or customer journey mapping to identify and understand their profiles and motivations.

4 Choose your channels

Once you have a clear idea of your values, your clients, and your audience, you can decide how to communicate your values effectively. One of the decisions you have to make is which channels to use. Channels are the mediums and platforms that you use to deliver your advertising messages. They can be online or offline, such as websites, social media, blogs, podcasts, newsletters, magazines, TV, radio, billboards, or events. The choice of channels depends on several factors, such as your budget, your objectives, your message, your audience, and your values. You should choose channels that are relevant, accessible, engaging, and consistent with your values.

5 Craft your message

Another decision you have to make is how to craft your message. Your message is the content and form of your advertising communication. It includes the words, images, sounds, colors, fonts, and styles that you use to convey your ideas and emotions. The message should be clear, concise, compelling, and credible. It should also be aligned with your values, your clients, and your audience. You should craft your message in a way that expresses your values without being preachy, boring, or offensive. You should also avoid exaggeration, deception, or manipulation.

6 Evaluate your impact

The final step is to evaluate your impact. Your impact is the effect and outcome of your advertising communication. It includes the reactions, responses, and feedback that you receive from your clients and your audience. It also includes the changes, improvements, or challenges that you create or face as a result of your advertising actions. You should evaluate your impact in terms of your goals, your performance, your satisfaction, and your values. You should measure and monitor your impact using tools like analytics, surveys, reviews, or testimonials. You should also reflect and learn from your impact and make adjustments if needed.