So I won't belabor this point tonight.
Over the years, I've noticed that MANY small business owners make their customers/clients/patients guess about things all the time... and it's hurting their business.
See the sign above? I saw this on Oakland Park Blvd. in Fort Lauderdale today. Yes, it's kinda hard to read. But worse, the phone number isn't fully written out (or isn't very clear).
I basically had to guess at what the last number is. I think it's a 7, but I'm not sure. Do you think that if I needed roof work I'd jot down the number and start guessing which number to dial?
No way!
What a waste of advertising.
But yet, we do this to our prospects all the time. We may not ask them to guess our phone number but we VERY FREQUENTLY do similar things:
We give them incomplete information...
We leave out vital facts, figures, dates, etc...
We fail to tell our "business story" every time we meet a new audience...
When making a sales pitch, we neglect to tell people how and why what we're selling will make their life better, easier or happier, and so on.
In other words, we're forcing people to guess all kinds of things about us all the time which is a no-no.
The remedy is to create a checklist for yourself any time you put an ad, presentation, speech, meeting or other content together to make sure everything is covered.
Otherwise, people will be confused. And when they're confused, they'll do nothing.
THAT would be a cryin' shame.
