IT’S A GOOD TIME IN THE BUSINESS ECONOMY TO KISS!
“Keep It Simple, Stupid!”
Has your business gotten unnecessarily complicated? Are you trying too hard to sell too much? Are your sales presentations starting to look like the product of NASA scientists? Are prospects walking away with their thumbs in their mouths, and answering “DUH!” when you ask them questions?
Maybe your presentation needs a labotomy? Maybe your business needs one?
It might make you feel better to know that reaching a point of overkill complication is a fairly routine happening for many businesses…old as well as new!
We all have a tendancy to overlook or forget that most of what launched us into business in the first place was having the knowledge edge and awareness that others really didn’t have what we did have, about the basic product or service or idea we started with (or they would have started the business instead of us, right?).
We sometimes easily and quickly lose sight of the fact that most, if not all, of the customers we sell our products and services to are not as tuned in to our product and service details as we are. Dentists advertising mucusal blade inserts are only being understood by other dentists. Patients want to know that they can eat an apple again. Are you speaking your customer’s language?
Unless you’re selling something like fiber optics to fiber optics buyers, odds are overwhelming that most of our customers do not understand the technical terms, industry jargon, formulas, ingredients, manufacturing or developmental details that we often take for granted. You can’t just toss off terms without explaining them. The trick is to be aware of when you’re losing customer comprehension.
Rather than a full-scale labotomy, however, maybe we need only to take a page from many Caribbean beach bars, and simply initiate an “attitude adjustment.” Step back from the words and expressions you’ve been using, and look toward developing a fresh attitude…a fresh perspective.
Pretend when you explain your product or service features and benefits that you are explaining the details to your Grandmother! Or to someone from a foreign country who doesn’t speak or understand much English! Or to someone from another planet! (Really! How would you communicate the highlights or values of your business if you didn’t have the benefit of comparable education or language, or universe?)
Rewrite your script! If you’re having trouble with this, because you’re not a writer or haven’t the time, consider an outside service. Find a writing professional who demonstrates the capability of translating and simplifying technical language into persuasive layman’s terms that reflect your business personality…and your market and community posture.
If you can’t find someone you’re happy with, contact me via email Hal@TheWriterWorks.com with “Blog KISS” in the subject line, and a sentence that describes the nature of your business and what you need as a result from outside writing services.
If I can help, I’ll give you a plan; if I can’t, I’ll point you in the right direction. No fees for inquiries.
Good Night and God Bless You! halalpiar
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Just wanted to say HI. I found your blog a few days ago on Technorati and have been reading it over the past few days.
Hi Stacey – Thanks for stopping by and commenting. I very much appreciate that you took the time and trouble to do that, and even more appreciate the high quality blog you edit that I took the liberty of visiting in return. I recommend it to all who seek a meaningful, down-to-earth approach to the realities of mainstream media’s economic woes invention. Stacey provides some clear vision through that smoke and mirrors act! You’ll find her at http://www.theeconomicadvisor.com
Please revisit and comment any time. Thanks again – Hal