Have you ever seen signage, billboards, business cards, name tags, events, services, businesses, signatures, advertising, marketing, solicitations, requests, emails, texts, & all the rest, that use fancy, letterings, symbols, animations, excessive emphasis, swirls, colors & distortions to inform the public about what is being offered?
CAN'T MAKE IT OUT
Instead of clear information, relevant to the product or service, we get our egos on display, which is pleasing to us, but others don't know what you are selling or talking about. Fancied up for our personal sake & satisfaction, the public is puzzled while you are high on the distinction you're making & sharing of who you are.
YOUR TARGET AUDIENCE IS NOT YOU
What is sent out there is so pleasing to you, confident that no one can miss the effort to see how great this is yet the public, in reality, is wondering: what is the product or service being offered. Do we want them to guess or think what it is?
WORTHY EXAMPLE
Years ago, when it came to resumes, the mindset was cram as much data as you can into the resume. This made sure that no one would miss out on hiring YOU. It actually had the opposite effect. It's destiny upon opening the envelope when delivered was the trash can. Meanwhile you, wait for the call that never comes
WHAT IS/WAS H.R. THINKING?
You see having empty resume space, just bullet points, less history, & opening line addressed to the job being offered, assured the coveted, paused, second look. Less got it done not more, fanciness, tricks or gimmicks. Human Resources knows this
FIRST IMPRESSIONS (not just people)
You thought first impression dynamics was for people only? WRONG. Here are some examples to make the point
1. I have seen advertising signage on cars/benches that I cannot make out. Sure, it catches the eye, but also loses it too leaving one to consider what was/is that?
2. Business cards with colors, fonts & fancy comments. If you cannot explain what's on your card in 2 seconds, neither can anyone else.
3. Colorful stationary with logos as big as birds' wings or as small as an ant's boot
4. Over the top email signatures which say: King & Queen so & so signed off. Who?
5. Business signs so fancy & self-centered that no one knows what the business is
6. Long, cute voicemail recording antics for those that adore/worship you? Click!
7. Business names that have nothing to do with the business you are in but sound exotic, sophisticated & so mysterious that no one cares what it is when passing it
8. Elevator speeches that spend more time on your name, your cause & then a lengthy explanation to follow. You lost me at your name. Why are you here?
WHAT THE BIG BOYS DO
1. They build a brand & it gels. Then, repetition followed with a logo =business
2. All cars have their name & model on them, short & sweet. Check it out
3. Burger places use little signs. Pizza places too. Let's grab a bite! They do!
4. Does ice cream need any help? Those two words go to work
5. Real Estate bought & sold. Oh, I get it. I have a Real Estate question please.
WORTHY NOTE: 50% of new businesses go out of business in the first year. If not corrected, the other 50% follow. WHY? Mind & Mine your own business daily
HERE IS HOW IT WORKS
Make your point or introduction. If anyone wants to know more, have it ready to go. That's where the real work & the sealing of the deal takes place. Shoving it down someone's throat? Making small talk? Wasting time? You are your product
WORTHY NOTE: People buy from people first, then the service or product. Unless you are a movie star, famous singer/chef or historian, no one is buying your ego
DO NOT TEST THIS BUT RESPECT THIS
People's attention spans. Read up on the data. It is clear, precise & revealing. YOU have to come up with your own business model & approach just like a juicy worm on the end of a fishing line. Spend time on this, experiment, & you will get "bites". If someone doesn't get your message, the sender is at fault. NO EXCUSES here
WHOSE IT ALWAYS ABOUT?
Them NOT you
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