The Art of Being Succinct in Business

Years ago I attended a Toastmasters meeting where I was asked to describe what I do in 5 words or less. Try it, it's not easy!

My answer was "I help people work smarter." As a business owner, or marketing CEO, you want to develop what is called an elevator pitch, usually less than 90 seconds, that gives a more in depth description of your business. When communicating in print, short and to the point is usually more powerful and effective than a paragraph of elaborate descriptions. Think about good billboard advertising, it usually makes the company's point in less than 6 words. Also, remember quotations are popular with people because they deliver a powerful message succinctly.

You might want to review your advertising and ask yourself, and others, whether you are communicating verbally and visually succinctly.

Communicating from the Right Perspective

What is the one subject that your target audience is most interested in? 

Themselves!

Thus you need to be communicating from their perspective, not yours. What "message" impacts sales of your products or services more than anything else? Is is Price, Features, Benefits? It's the latter, whether they are real or perceived benefits, they are the points that need to be communicated to answer the question - What's in it for me to become (or stay) your customer?

User Friendly, Can Your Company Say You Are?

Enhancing customer service in every interaction you have with your customer or prospect will strengthen the two most important factors affecting your company, growth and profitability.  Open up a strong 2-way communication channel with customers, employees and vendors where everyone knows their contribution is appreciated. 

Any situation is a great way to start this conversation, be it navigating your website, how complaints are handled, whether the voice or face of your employees reflects a "smile" those and much more will determine the success of your operation. Make sure your culture is communicated to all of your employees and the results will show.

The results you can take to the bank.