The Power of Communication in Business

As a communication strategist, I spend my days helping leaders articulate their ideas clearly—both internally to their teams and externally to the world. As a brand strategist, I often see businesses struggling with communication problems that prevent them from truly engaging their audience. One of the biggest mistakes brands make is failing to connect meaningfully with their ideal clients.

Recently, I took a trip to Big Air with my family and observed two "love birds"—a couple deeply engaged in conversation while their kids played. Their interaction was a masterclass in communication, and it got me thinking about how businesses can learn from these moments.

Here are three essential communication lessons inspired by these love birds:

1. Great Communication conveys underlying feelings.

Watching the couple, it was clear that they genuinely enjoyed each other’s company. They leaned in, listened intently, and celebrated even small remarks with smiles and laughter.

Communication Tip: Treat Your Ideal Client Like Someone You’re Excited to Help

Many brands make the mistake of trying to be the hero of their own story. In reality, your client should be the hero, and you should be their biggest fan.

• Focus on the client—their strengths, their challenges, and their goals.

• Show how your product or service improves their life, not just why your brand is great.

• Cheer for their success even more than they do. Whether you sell repair services or fashion, your goal should be to make them feel empowered and accomplished.

When you flip the script and view your audience as someone you care for, your messaging becomes clearer. The people who truly fit your ideal client persona will see themselves in your brand and feel naturally drawn to work with you.

2. Great Communication is about more than words. 

Throughout their conversation, the couple engaged in small but meaningful gestures—eye contact, light touches on the arm, and genuine laughter. These small details reinforced their connection.

Communication Tip: Small Gestures Make a Big Difference in Brand Loyalty

• Send an extra email just to check in, not to sell.

• Celebrate your audience’s wins publicly.

• Organize your business operations to ensure a seamless, stress-free experience for clients.

• Personalize interactions by remembering details about your customers and following up on them.

This principle works on a broad level (ensuring smooth processes) and on an individual level (personal touches that make people feel valued). Like in personal relationships, consistency in small gestures builds trust and loyalty.

3. Great Communication is mutual.

The love birds at Big Air weren’t just talking—they were actively engaged with each other. Both were listening, responding, and showing interest. It was clear their conversation was a two-way street.

Communication Tip: Make Engagement a Two-Way Street

Many brands struggle with one-sided communication—pushing out content without inviting real dialogue.

To fix this:

• Use interactive social media content like polls, Q&As, and feedback requests.

• Provide ways for customers to share their experiences and insights.

• Listen to their pain points, not just to sell, but to refine your messaging and offerings.

• When asking for testimonials or reviews, set the stage for a natural response rather than bombarding them with impersonal requests.

  
  

For example, instead of sending three automated texts asking for a Google review, a business could say: “Before we go, I want to make sure we exceeded your expectations. Is there anything else we could have done to improve your experience?” [Listen for their response and record ideas somewhere] “I’m glad you had a good experience today. Reviews help small businesses like ours keep serving wonderful clients like you. Would you be willing to leave one if we send  you a link?” This approach makes it a mutual exchange, not a demand.

Conclusion

Effective communication isn’t just about talking more—it’s about connecting better. Learning to delight in your audience, prioritize the little things, and create mutual engagement can transform your brand’s success.

Need help refining your communication strategy? Let’s work together to craft a message that truly resonates with your audience and drives meaningful engagement. Book an Elevation Session today!

Lindsey Cannon is the owner and Communication and Brand coach at Reify Copywriting.

She is on a mission to continuously ask, WHAT IF... because most things are possible, and the world needs more creative solutions.

She loves to meet hardworking business owners and help them elevate their brands and businesses. Book a Fit Call with Reify to see how she can help you.