Are You Confusing Your Customers?

Oftentimes, as small business owners, we tend to over-complicate things. Too often we make our business much harder than it needs to be for ourselves and our customers.

Here’s why; “Lots of research in economics and psychology shows that when we know something, it becomes hard for us to imagine not knowing it.  As a result, we become lousy communicators. Think of a lawyer who can’t give you a straight, comprehensible answer to a legal question.  His vast knowledge and experience render him unable to fathom how little you know. So, when he talks to you, he talks in abstractions that you can’t follow. And we are all like the lawyer in our own domains of expertise.” From the book, Reality Check by Guy Kawasaki.

(That’s me and Guy in the pic above at SXSWi 2010.  That photo was taken with my iPhone. I was thrilled to meet him as he is one of my all-time favorite business authors and speakers.)

As we become experts in our field, profession, and industry, we oftentimes fail to clearly communicate the value we bring to our customers through our products and services. If we cannot clearly communicate what value our products or services bring to our customers, then all the promoting, planning, and positioning are a waste of time because we all know that confused customers don’t buy.

Another example would be the professional athlete who retires and wants to become a coach or commentator.  She may know her subject matter very well and understand how to execute, but how effectively she communicates her message is another matter.

Here is the most famous example; the college professor who has vast knowledge, but SUCKS at conveying his vast experience and knowledge to his students.

We all remember our favorite professors and the best teachers. Why?  Because they actually taught us something of value.  We tend to forget the bad ones.

When you teach your customers something valuable, they will remember.  And, because they remember you and your products/services, they will most likely buy from you.

What are you doing in your business today to connect with your customers in a clear way so that they understand the positive impact your products and services will have on them?

How are you communicating with your customers so that they buy from you?

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