Before our wedding last May, I had all the windows in my home cleaned, inside and out. You don’t know how much the dirtiness and haze has been limiting your view until they’re crystal clear again! It’s like getting new glasses when you’ve needed them for long time or watching a straight forward YouTube video on how to do something when you’ve spent an hour trying to figure out some complicated written directions. The one thing all these have in common is … clarity opened up a whole new world, quickly!
The same is true in our professional lives. Clients want a quick and clear understanding from us when they want to know what we do, how we do it, what makes us different from a competitor, or simply have a question about our service or product. And most of us are talking way over our clients’ heads. It’s known as The Curse of Knowledge.
We know a lot about our business and the details, reasons, values, and science behind it all. And while that makes us great at what we do, it confuses and overwhelms our potential clients and referral sources. When it comes to them, clarity is king!
I’m currently working on rebranding my company, building an entirely new website and re-inventing what the next 10-20 years of business will look like for me. One thing I know for certain, if I can’t tell my customers what I do quickly and with massive clarity, they not only won’t be inclined to engage with me but they also won’t be able to spread the word to others.
Donald Miller, the owner of StoryBrand.com, says the brain is drawn to clarity and away from confusion so when we try to impress others by how much we know or “industry speak” … our potential customers start to shut down. I hear it all the time when I’m reviewing our mystery shopper calls and the patient asks a question about insurance, symptoms, or payment options. I experience it often asking a simple question of my own physician or trying to find some courses recently on an organization’s website. Way too much information and not nearly enough clarity. In today’s world, information overload and confusion are everywhere and clarity stands out.
Donald Miller talks about passing the “grunt test.” In other words, could a caveman understand your answer? Another pretty smart guy, Albert Einstein said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.” Maybe we should practice our answers with kindergarteners and ask them to try and navigate our websites and see if they get it? But don’t confuse “dumbing down” your answers with clear, straight-forward communication. Potential consumers aren’t stupid, they just want clarity and they want it quick.
This week, when a potential client asks what you do or has a question about your services, give them the clearest, most direct and simple answer and just watch how quickly the light bulbs go on and business goes up!
PS: You’ll be the very first to catch a glimpse at our new website soon and we’d love to have your feedback on how we did in the “clarity is king” department!
“Do you take payments?”
“I had no idea it would be this much!”
Tired of being the ”
Money Lady” patients try to avoid?
“Simplicity is the ultimate sophistication.”
~ Leonardo Di Vinci