If you're in business, chances are you're trying to get
someone – a customer or prospective client – to do something, whether it's call
you, visit your website, or try your product. But in a crowded marketplace, how
do you distinguish yourself from the competition?
1. Cut out what's not important.
It's important to make every sentence as clear and efficient
as possible, Haley says. "If you can omit a word, a sentence or a
paragraph that's not key to helping someone understand something, do it,"
Haley says. For example, if you sell lawnmowers and you're trying to explain
why your lawnmower is better than the other lawnmowers on the market, the
customer probably doesn't want to hear about the company's history.
"Don't presume the audience has any interest in what
your message is," Haley says. Business owners are consumed with their
business, but forget that for customers, their interaction with you is just a
small part of their day. They want help, not necessarily the history of the
product, Haley says.
2. Explain things before you name things.
If you work in a field with special terminology or jargon,
be sure to explain the term and concept before using it over and over because
people may not know what they mean. For example, if you own an insurance
company, customers have heard of copays and deductibles, but may not know the
difference between the two or what they mean. By explaining that a deductible
is money that a customer pays before the insurance policy kicks in, you ensure
everyone's on the same page.
3. When possible, use metaphors.
Haley says using metaphors can help explain complicated
concepts to consumers. For example, if you're selling a complicated suite of
business software tools, you could compare the solution to a busy restaurant,
where the head chef efficiently directs her staff while keeping diners happy.
4. Be funny.
