Customers Want Clarity Not Certainty

by | Sep 17, 2010 | Brand Messaging

Nothing in life is guaranteed. We know that. We accept that. That’s life.

So why do organizations try to sell on ROI (return on investment)? It’s as if they can predict the future, and guarantee their customers will have specific results. It just doesn’t work that way.

Pushing ROI is a flawed marketing strategy. Yes, customers are looking for results, but that’s not how they evaluate a product or service. What they really want to know is:

  1. What do you do?
  2. How do you do it?
  3. Why do you do it that way?
  4. What outcomes should we expect?
  5. How will you handle it if the outcomes don’t work out as expected?

Customers want “Simple Clarity.” Clear answers to simple questions.

Simple Clarity speaks to your lizard brain

Our brains can process a lot of information, but our decisions start with a gut reaction. Gut reactions are formed in our amygdalae or lizard brain. This is our old brain that was formed to protect us from poisonous snakes, saber tooth tigers and anything else that wanted to eat us. When you jump with fright, that’s your lizard brain kicking in to protect you. It’s the part of the brain that controls your reflex responses.

Gut reactions are an important aspect of your buying decisions. When you feel good about something, it’s far easier to make a decision. But when your gut is saying “no,” you second guess everything. Marketing has to create a positive gut reaction by speaking directly to the lizard brain, and making it feel comfortable with the solution.

Your lizard brain has the language skills and attention span of a 5 year old. If you’ve ever talked with a 5 year old, you know what it’s like to hold their attention. You have to speak to their level, use words and metaphors that will resonate with them, and be attentive to their needs. If you aren’t, you’ll lose their attention and they’ll be off to the next thing that catches their interest.

Simple Clarity commands credibility

Do you really know what you’re talking about? If you do, you can be succinct. You can be direct. You can answer any question simply and clearly.

The same goes for your corporate communications. When you eliminate the buzz words and convey exactly what you do, how you do it and what you hope to achieve, you gain a lot of credibility. Very few companies can clearly articulate their value propositions with Simple Clarity. Why? Because it’s hard to refine a message down to its very essence. But when you do your sales will increase, because your customers will get you. They’ll have clarity.

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Jeremy Miller

Top 30 Brand Guru

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