Chaos Confuses Customers: Creating a hierarchy of information
No one likes to stare into the face of chaos. Itís overwhelming. Itís ugly. It hurts your brain. And, thereís no reason to subject your prospective or current clients to that.
Confused people donít purchase. In fact, they donít even engage, they just get tangled up in their rush to push away from the convoluted message your brand is expelling.
Entice people to learn about your company by listening to them with your ears and not your mouth. People will tell you what they need from your business.
You will better connect with them to determine whether you bring the appropriate solution that satisfies their need.
Donít try to be everything to everybody. Be the right choice for a select audience. Be clear about what you know, what you do best and what value you bring to your target audience.
Lay out out a clear, organized path to impart that information to your audience. Feed your value statements in small digestible bits so people can follow the message and will be eager to know more. Provide testimonials and videos that show your successful results in real scenarios. It helps customers to see their solution through the success of others.
Donít fire hose them with factsóthe overload will not be absorbed. Think breadcrumbs. It worked for Hansel and Gretel. Itíll work to lead your audience away from the land of confusion and toward enlightenment that your brand provides their solution. Be the brand with the plan.
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When Brands Go Bad: Failure to delight and surprise
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