Enhance Your Business by Clarifying Your Message
Written on
Chapter 1: The Impact of Confusion on Sales
You've likely come across the adage, "A confused mind never buys." A primary reason for this confusion is the overwhelming number of options available. Personally, I find online shopping more appealing for this very reason. Instead of standing before a multitude of products in a store, I prefer to streamline my choices with a few clicks from the comfort of my home.
I’m not alone in this preference. A study conducted by Columbia University professor Sheena Iyengar revealed interesting findings in a grocery store setting. When comparing two displays—one featuring 6 types of jam and another with 24—the sales figures were telling: only 3% of shoppers chose from the larger selection, while an impressive 30% opted for the smaller assortment.
As a business owner, you risk confusing your customers even with a single choice if they lack clarity about your offerings. Sometimes, this confusion stems from unclear terminology.
When I encounter clients who insist on titles such as "happiness coach," "business choice coach," or "relationship development coach," it raises concerns. (Note: These titles are fictitious—no offense intended!)
Even if you choose a standard title, your approach to delivering services is likely distinctive. Clients may associate your service with outdated practices from 5, 10, or even 20 years ago. The landscape has evolved, and so have you and your clients. Moreover, we often see marketing materials that fail to provide clear insights into what is being offered.
For instance, I recently stumbled upon a website that touted its ability to "maximize the potential" of online information products. However, I was left perplexed—what does that actually entail? Will they help me enhance sales of my courses and ebooks? Are they offering new methods for product creation? Or perhaps a platform to promote my existing offerings?
Even a slogan like "Earn more revenue from your online courses" can lead to confusion. Revenue can increase through various means: optimizing course design and marketing strategies, creating additional courses, or utilizing different platforms and affiliate partnerships.
The phrase "We empower you" is similarly vague. Empowerment for what purpose?
When I evaluate websites, two recurring questions arise:
- What exactly do you provide?
- How do you differentiate yourself from others claiming to fulfill similar needs?
One effective method for addressing these inquiries is through storytelling—but not just any story. Focus on narratives that clearly articulate what you offer to potential clients, as well as to collaborators like copywriters and designers. Frequently, ineffective copy stems from the writer grappling with confusion.
To delve deeper into this topic, check out Episode #109 of the Strategic Storytelling podcast, which offers detailed insights and examples.
Additionally, you can download my complimentary guide aimed at understanding your buyers' perspectives. Click here for instant access.