Please tell me “What’s In It For Me.” And make it quick!
Incomplete information or questions left unanswered cause our brains to go negative, fill in the gaps with the worst-case scenario and say no to whatever is on offer. This means that the worst thing you can do with your marketing is leave people wondering.
If you don’t tell them how much it costs, they’ll assume it’s too much and if product or service information is lacking, they’ll assume the quality is lacking as well.
Anytime you don’t mention something that someone thinks should be mentioned, they’ll believe there is something that you’re hiding. This is just the nature of our evolutionary brains. What historically helped us survive throughout millennia is the reason that incomplete information could be hurting your brand and your sales.
Look at your website and marketing materials through the lens of your customer. Strip away everything you know about your offering and ask yourself what they care about, what problem you’re solving and are you answering all their questions. If it’s too difficult to not know what you know, elicit some help from customers and trusted peers.
Every time a question is left unanswered, there is a gap, and a gap doesn’t mean they will call to ask. That is the last thing anyone wants to do. It means they will leave your site and likely visit your competitor.
In a world where clarity is currency, the information you withhold can cost you more than the transparency you fear.
