One thing I love about business is that it’s continually changing. Every day, week, year and decade brings new innovations, strategies and practices that often completely turns the tables upside down.
From the advent of billboards, to television commercials, radio and the internet, to Facebook, Instagram and now Snapchat, business is in a constant state of change.
When it comes to marketing, the medium can seem to change on an almost daily basis, and honestly, it can be overwhelming at times.
From long form sales letters, to 140 character tweets, from commercials to snap’s that disappear, how you deliver your message is changing, and it’s going to change again, and again, and again.
But what I love about business, is that although the medium changes, the way you tell your story, the communication, the psychology of story telling stays the same.
Sure, there have been many wild ideas and theories on how to say what you need to say, some great and some total flops, but at the end of the day storytelling at its core has never changed.
At it’s core, good communication is being able to tell your prospect what you need to tell them in a way that they understand it. Not they way YOU want to tell it.
Good communication is matching your language with the language of your prospect.
In fact, poor communication will destroy you. Failure to communicate your message to a prospect in a way that drives them to action will lead to disaster.
I’ve said before that sales cure all problems. Which means that low sales will lead to failure. And low sales is caused by poor communication.
I mean, we all know of some really crappy products out there, products that we purchased despite knowing they are crap, because the sales message was so good, so compelling.
Good communication sells. Poor communication fails.
Fundamentally, if a business fails to communicate clearly and effectively it crashes, it fails to survive.
Let’s assume, for the sake of this article, that you already know this – and that most do.
I strongly believe that there is a very powerful SECOND aspect to communication that leads MANY businesses to failure, long before lack of communicating to the prospect ever does.
What is this second “killer” or business?
Communication to ones self. Our internal dialogue. How we talk to ourselves.
I believe that what we communicate to ourselves before we ever start a business, make a sales call, design a website, put a flyer together, or anything, has a HUGE impact on the end result.
I think that more entrepreneurs would succeed if they were their own biggest fan, instead of their worst critic.
I meet so many entrepreneurs that spend every waking moment beating themselves up inside…and they wonder why their outer results are poor.
Listen folks… it shows. When you don’t believe in yourself, it shows, and it affects your sales.
Now, I don’t want this to turn into a sob, overly long and dramatic article about your self-confidence. There are already MANY resources out there to help with that.
My two favorites are Psycho-Cybernetics by Maxwell Maltz and How to Stop Worrying and Start Living by Dale Carnegie.
Always remember, it’s hard to create RAVING FANS if you aren’t yours first.
So make sure that you are communicating your sales message clearly, effectively and in a way your market understands (We can help with that!), but don’t ever forget to guard the gates of your mind from your own internal dialogue.
To your success,
P.S.: Not sure if your message is communicating what you want it to? If your message landing on deaf ears? The message itself may be the problem. Send your sales materials to me and I’ll take a look and offer some suggestions 🙂 firstname.lastname@example.org