It doesn’t matter what business you’re in and it doesn’t matter how you define success, we all have the same goal: To make a certain number of “sales”.
In most industries it takes a minimum of seven contacts with a prospect to turn them into a customer. Once they become a customer, it only takes one bad experience – or contact – to lose them forever.
Many business owners are not aware that everything you present represents a contact, or communication with your prospects. This includes your website, emails, network and forum posts, newsletters and articles.
You are being judged on these communications.
What you say and how you say it are very important for a variety of reasons:
- Trust – if they can’t understand your message, they can’t trust it, or you.
- Consistency – if you don’t have and stick to a plan, your credibility is nonexistent.
- Perception – too many errors can make you look stupid, even when you know exactly what you’re doing.
- Clarity – When your thoughts are clear to you, it’s that much easier to express them to others.
When you explore these issues you will not only discover why they are important, but how you can use them to improve your communications and your bottom line.