Why Your Business Story Isn’t Resonating: 5 Tasks to Improve Success

When business owners and professionals write or talk about their companies, several mistakes commonly weaken their story. Here are five critical errors to be aware of (and how to avoid or correct them):

  1. Lack of Focus: Often, they are so enthusiastic they try to convey too many messages at once. This can overwhelm the reader or listener and dilute the core message.
  2. Overuse of Jargon: Industry-specific terminology can alienate a broader audience who may not be familiar with the terms.
  3. Ignoring the Audience: Business owners and professionals sometimes write and speak from their own perspectives without considering what their audience needs or wants to know.
  4. Lack of Evidence: Claims made about the business or its products need to be substantiated. Failure to provide evidence or data to back up statements can erode credibility or show the lack of it.
  5. Inconsistency: Whether it’s inconsistency in tone, message, or branding, mixed signals can confuse the audience and appear unprofessional.

Each of these mistakes has its own set of ramifications that can affect how a business or the professional is perceived. Understanding and eliminating them can aid in crafting a more effective, engaging, and credible narrative.

Here’s how to avoid or correct those issues:

  1. Achieve Focus Through Planning: Before you write or speak, plan what you want to convey and to whom. Create an outline and identify the key message you want to communicate. Stick to this guide to maintain focus. Clear, focused communication is more effective.
  2. Simplify Language and Explain Terms: While industry jargon may be second nature to you, it may not be for your audience. Use simple language and explain industry terms or acronyms the first time they appear. This will help engage a broader audience and make your content more inclusive.
  3. Know Your Audience and Speak to Them: To avoid ignoring the needs or interests of your audience, research who they are and what they want to know. Craft your message to answer their questions or solve their problems. Use examples, case studies, or scenarios that would resonate with them to make your points clearer.
  4. Back Claims with Evidence: To substantiate any claims or statements, include relevant data, statistics, or examples. Cite reputable sources wherever possible to lend credibility to your message. If you are discussing the success of your product or service, use testimonials or reviews from satisfied customers.
  5. Maintain a Consistent Tone and Message: Before publishing or sharing any content or speaking… review to ensure it aligns with your brand voice and message. Consistency aids audience comprehension and strengthens brand identity. Create a style guide for all communication channels. It’s crucial to maintain a consistent narrative.

Incorporating these into your business writing and speaking can pay off in more effective communication, increased credibility, and a better connection with your audience.