BCSG, LLC

The business that delivers the most persuasive and potent messages will likely win the customer’s business. 

In your business, the messages you deliver will determine your success. The good news is that you don't need to spend millions of dollars, and it's not winner take all. Just a small percentage of people need to respond to your messages to attract all the business you can handle. 

But you still have to communicate the right messages! 

What are the key elements of a message that will get your prospective clients to respond? 

Here are 10 important ones: 

1. Do you demonstrate that you can relate to the situation, challenges and frustrations of your prospects? If you can, they'll listen to you because they'll feel like you're one of them. 

2. Do you communicate your message without showing off? We are attracted to someone who is knowledgeable, but don't appreciate a tone of superiority or arrogance. That will just push people away. 

3. Do your messages have energy? You can't bore someone into doing business with you. If your messages are dull, routine and cliched, people will abandon you in droves. 

4. Do your messages make sense? A message is also an argument or case you are making. If a prospect can easily poke holes in your case, you're not going to win them as clients. 

5. Do your messages stimulate emotions? You can't appeal only to logic, but must speak to the hearts of your prospects. The best way to do this is through stories about clients who've experienced similar challenges and got real results. 

6. Are your messages simple and clear? Messages that are too complex and convoluted are only going to confuse your prospects. If you gave your message to your mom, would she get it? She isn't dumb, and if it's confusing to her, it will be confusing to your prospects. 

7. Is your message complete? A story half-told will not persuade anyone. Once you get the attention of a prospect, why not tell them the whole story, one that answers every single question a prospect might have.

 8. Is your message easy to read or listen to? The medium of the message can be just as important as the message itself. If the typeface is too small or the graphics are primitive, they will detract from your message and the full impact will be lost. 

9. Is your message persistent? It had better be, as you can't count on your prospects to see, let alone read it the first time. All marketing messages need multiple exposures to get noticed and produce optimum results. 

10. Is your message authentic? That is, does it communicate what you really believe and stand for, or is it inauthentic, saying what you think prospects want to hear? If it is, they will see right though it and end up tuning you out. 

The Bottom Line: Messages, however you deliver them - in audio logos, web copy, articles, eNewsletters, books, presentations, speeches, or advertisements - must adhere to these ten principles. If they don't, you may lose the chance to attract more clients.

Steven J. Beaman is the founder&principal owner of BCSG, LLC, a general business consultancy and coaching organization whose primary focus is independent professionals and small businesses. Steven helps businesses to determine the constraints that are causing them to become stagnant or unproductive. He also assists start-up businesses to determine the roadblocks or obstacles that they may not have perceived. He also guides organizations through the start-up process, rapid business growth, or a turnaround situation. He does this using his wealth of management experience gathered during his over 35 year career of managing a variety of business functions in both small and medium businesses. He has expertise in numerous types of businesses (for profit and non-profit).