Why Clarity Is Key

This post was originally written for my work blog over at ADwërks, so I thought I'd share it here too. Enjoy!

My wife and I recently made a road trip down to Springfield, Missouri. Unfortunately, we left from Sioux Falls around 8:00 pm. And it’s a 9+ hour drive.

The night we left, we ran into a problem. To make a long story short, some misplaced and incorrectly-marked detour signs added about 50 minutes to our already-9-hour drive. And since this all took place around midnight, our options for getting help were extremely limited (and I’m not even the stereotypical, never-asks-for-directions male that is portrayed in every travel-related movie).

All it would’ve taken was one or two more clearly marked signs. A few guideposts to ensure that we were on the right path. But there we were, wondering why the detour signs for I-29 S were pointing BOTH directions at a T-intersection.

However, even amidst all of the intense frustration and confusion, I realized that this scenario fits perfectly in the business world. Because, when it comes to sharing your message with your customers, it’s amazing how much a little extra clarity can do. Whether it’s encouraging them to pay for your product or service or simply asking them to support you on Facebook, giving your target audience clear, defined ways to accomplish a goal is essential.

If your Facebook page isn’t growing as quickly as you’d like, have you considered adding a “Like” button for your page on your company website? If your online sales are down, have you been sure to include a prominently displayed “Buy Now” (or similarly-messaged) button on your site? Small guideposts can make a big difference when it comes to keeping your customers on the right path.

Eventually we found our way, but it would’ve been much easier if things were clear the first time around. Make sure your customers aren’t suffering the same fate my wife and I suffered on our road trip. I can tell you from personal experience that clarity is, in fact, key.

-Mike B.