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Now that I have your attention, I’ll show you what I mean.

I find in most of the work I do that the BIGGEST mistake that companies make is their inability to simplify their offering to their customers and prospects.

So many companies aim their message to be understood by their median customer, the customer who represents the medium of ignorance.

That is wrong!

You want to boost your revenues overnight? Do what Dunkin Donuts has done with their stores. Simplify your message.

Make it easy for your clients to understand exactly how to do business with you because your offering may be far more complicated than you think.

Ask one of your friends who doesn’t know the ins and out of your business to go over your collateral and visit your physical location (if you have one).

You’ll be surprised at how many “Great Walls” you’ve erected between you and your customers.

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