Clear Messaging Leads to More Business

Currently, small businesses operate in an information-overload world. This is leading to a necessity for clear messaging that matches what the customers are seeking. According to experts at the B.O.S.S. Academy Phoenix Fridays Leadership Power Hour, many small companies are missing the mark. They point to a disconnect with what people ask versus what companies say.

With so much information available, customers often can’t make a decision because of too many vendor options and too much complexity. Winning companies simplify the message, giving customers clear positioning, easier-to-evaluate offers and practical comparison tools instead of promoting features or claims.

Buyers want real-world results and peer validation before they'll engage with a company. This is causing companies to re-evaluate how they speak to potential clients and what they say. They tend to provide case studies and testimonials over bland content. Video testimonials are working much better than other types. Companies also ask for users to generate content that they feature on websites and social media. They have begun to build relationships with people who can show a company is legitimate and trustworthy.

While many companies are jumping on the automation and artificial bandwagon, they have realized that 100 percent automation is not working. They have to provide messaging that comes from humans over a computer. Customers are getting frustrated when they call a company and have a computer answer the phone. However, in some instances, having a computer answer the phone makes sense and can help a client. It’s up to company owners to figure out where to use automation and where to use the human experience.

The companies that close the gap between what buyers want and what owners think buyers want are the businesses to grow in the future.