Clarity Closes Sales

It’s 2:56 and your appointment is at 3:00. You walk in the front doors of a 5 story building. You know the name of the business you are looking for, but you don’t know what floor they are on. It’s 2:58 now. You’re looking around looking for the business name trying to figure out where to go. You just cannot find it because there is no clear direction.

How would that make you feel? Vulnerable? Stressed out?

The human brain is designed to experience resistance when it does not understand something. That’s why the answer to confusion is always no. Your emails must be clear.

We know it may seem too simple, but clarity really does close sales. Consider politicians with clear, simple, repeatable slogans. You had one come to mind, right?

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