Feb 07 2011

Are You Too Complicated

Life is complicated enough.


Business owners whose messages add temporary 

 confusion lose permanent customers.

  • From misplaced marketing messages to lousy operational instructions
  • From squirmy small-type warranties to smoke-and-mirror contracts
  • From jargon-filled business plans to sales spiels focused on I/Me/My/We
  • And with totally non-communicative website content

. . . America’s businesses are strangling themselves with bad word choices that are costing more business every day than they are intended to create.

Contrary to popular opinion, one

word is worth a thousand pictures!

Pictures set up customers, but WORDS are what sell them!

The words you choose to use to sell and promote your business’s interests –to give your business consistency, backbone, and a customer-centric sense of enlightened self-interest– can produce revenues, new revenue streams, profits, and a positive reputation.

But the wrong (e.g., too complicated) words used in the wrong places at the wrong times, will demolish all you’ve worked to build, in one fell swoop!

Are you selling products or services that are —for example— manufactured or fabricated in China? Are user instructions written by the manufacturer or fabricator?

Odds are pretty good that they might as well be in Chinese!

“Getting lost in the translation” is not an empty phrase. It’s truth is found in those 27-language fold-outs for practically every tool, electronic device, and self-assembly item.

And THAT translates to lost return-visit sales, both online and in-person.

If your business depends on customers coming back to buy more, you cannot afford to lose them to competitors AFTER they struggle with a poorly-explained purchase that you are not likely to ever hear about (until AFTER your accountant tells you about last quarter’s diminishing cash flow).

Unless you’re committed to losing repeat-sale business, STOP buying goods and services from other countries to sell or resell in America that come packaged with unintelligible, non-communicative directions. Demand that instructions be clear or refuse purchase. Customers will not separate sources. Disgruntled, frustrated buyers will blame you for being stupid and insensitive, not China!

You know the “Keep it simple” formula. It works. As the slogans go: “Do It!” and “It’s In You!” and “I’m Lovin’ It!” . . . There’s definitely something to be said for “It” . . . got it?

Does an eight-year-old (or eighty-year-old) have trouble tracking down information on your website? Is the sales message obscured with meaningless verbiage? Does your branding message or theme beat your business chest, or focus on the customer? Is what you are trying to communicate too lost in the clutter of features to ever get around to selling benefits?

Are you communicating too much, too little, or just the right amount of information? Do your news releases start to sound like a back-seat driver? Do they get published? Are you making the most of them with direct mail and email followup? Does your social media program emphasize Twitter, LinkedIn, PRWeb and BizBrag? Why not?

Facebook may be great for socializing, but doesn’t cut it for business simplicity: You direct people to Facebook so you can then direct them from Facebook to your website? Send visitors direct to your website!. Life is complicated enough.

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931.854.0474 or Hal@BusinessWorks.US

“The price of freedom is eternal vigilance!”   [Thomas Jefferson]

Thanks for visiting. Go for your goals! God Bless You.

Make today a GREAT day for someone!

5 responses so far

Nov 14 2008

You’re still WHAT? You’re still SELLING?





     Thank you, Paul Simon.  Yes, I may be.  And, yes, you may be too.  But your music is still the best.  And so are my blog posts (for those of you who are reading this, who are marching, even lumbering, along the road to success) if you’re using the posts like pitstops to fill up with sales fuel. 

     Whaaa?  I’m not even a salesperson!  BRRRrrrrrrrrraaaaaaaaat!  Wrong!  You ARE a salesperson, even if you’re a ballerina, even if you’re a roofer, even if you’re a brain surgeon, or candy apple maker, or homemaker, or rocket scientist, or truck driver, or school teacher, or priest, or (add your own titles here).  You’ve been selling since birth! 

     ALL OF US are actively engaged in selling and the sales process every waking moment of our lives.  Of course we are.  When we’re not trying to convince others to buy our products and services, we’re attempting to persuade them to buy into our ideas and beliefs and wishes. 

     And when we’re not doing any of the above (like when we’re vegging out in some yoga class or on a nature walk), don’t our minds slip into some self-talk?  Don’t we inevitably tell ourselves to do or feel or say something, or not do or feel or say something? 

     Aw, c’mon, Hal, that’s stretching it a bit don’t you think?  Aha!  And isn’t that little question a mini sales pitch all by itself?  (And that last question as well!)  Probably the longest we succeed at removing our minds from some sales process is when we’re watching some no-commercial-interruptions no-brainer movie, and even then our minds will go slip-slidin’ away (Thanks again, Paul!). 

     How long can you play with a baby or even a pet without thinking about something to buy or sell or convince someone of something related to the baby or pet?

     Here’s what’s important:

To recognize and accept that life is all about sales and that that’s okay! 

     On the opposite end, by the way, it’s estimated that each of us (in the U.S.) is exposed to close to 5,000 sales or advertising or promotional messages every single day.  That’s like a bombardment even if it’s only 2,500. 

     So, what this should tell you is that YOUR sales messages are very easily lost in the clutter, like a sling-shot pellet in the midst of thousands of major explosives (Yes, I too have been anxiously awaiting the 11/23 season preview of the all new “24” TV series, so yes, I am thinking more about edge-of-the-seat firepower than I might ordinarily). 

     Your sales message must stand out, with the right words, the right look, the right feel, the right impact, and the right back-up support (from servicing to warranties and beyond!).  

     And getting to that point requires strong product/service knowledge, strong market and competition knowledge, a burning positive attitude, a contagious sense of humor [See yesterday’s post -HA! HA! HA! HA! HA!- below!], the ability to find a need and fill it, outstanding listening skills, and a willingness (like batters and pitchers) to test and adjust and test and adjust and test and adjust.  Halalpiar    

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