Is Your Message Confusing Or Crystal Clear?
Confusion is the enemy of a sale
I’ve heard it said, “Confusion Is The Enemy and Inconsistency is His Ally.” (1) So, what exactly does that mean to you as a business owner?
In a nutshell, if your customer is confused about your offer they will walk away instead of trying to second-guess what is “in it for them”, thus your sale will be lost.
For your potential customers or clients it means that they don’t want to waste trying to piece together who you are, decipher what you do, and guess at what you are offering or how you will help solve their problem.
Buyers want to be sure of what they are buying, what it will do, and exactly what is included in the transaction. And they want to feel comfortable and proud of the decision they have made to invest in your products or services.
Since customers/clients deal with people they “know, like, and trust”, help them with their decision-making process by supplying them with information such as:
ü Client testimonials
ü Sneak peek videos
ü Customer reviews and
ü By showing a strong social media presence & following
These 4 simple things add credibility to your business and give an ideal customer/client more confidence in their decision to buy.
Make your offers crystal clear to avoid unnecessary confusion
- Don’t hold back on the details In my over 30 years in business, I have seen way too many service-based businesses who do not share the price of their services on their website or marketing materials. I know I was guilty of this for a long time, mostly because I was uncomfortable talking about money. But, over time, I learned that “the laborer is worthy of his/her hire” and that my time and talents provide a service and have value.
Perhaps this is a personal preference, but 9 out of 10 times your ideal client wants to know upfront the cost to work with you. Just know that the people who are supposed to be your clients will not shy away because of the investment price. I believe it shows confidence in your ability to deliver results when you are forthcoming about the important details you already know they are going to ask you!
- Don’t share the unnecessaryWhat do I mean by that? Well, as an example, if you are a personal trainer, you want to convince an ideal client why they should improve their health and fitness with you by their side.
To do that, you don’t need to go into the history of personal training or the anatomy of arm muscles to convince someone to work with you! People don’t want to waste time reading about such details! What they want to know is if you can help them succeed, how much it is going to cost, and how long it is going to take to accomplish their goal!
- Don’t be a department store
As much as you might want to offer your prospective clients/customers the world, you can’t be everything to everyone! This is just a fact! You must stick to your area of genius and expertise and have offers and products that reflect the impact you want to create through your business.
Offering three (3) solid offers is significantly more effective than making 30 mediocre pitches.
Having five (5) consistently selling products is better than 50 that aren’t generating any revenue.
So, with this in mind, as you continue to build a life and business that you love, remember this…
“A confused mind does not buy.”
So, keep your message clear, concise, and focused!