Regardless of your political leanings, a lesson we can all learn from this election
year is the power of our words. People judge you, and make assumptions from the words you say and write. From your advertising and marketing, to your website and email conversations, your words have a huge impact on your bottom line. If one prospect decides to not contact you, or not return your email, because of your choice of words, what will that cost you in lost business? As with so many things in your marketing chain, if you could see that business going away, you’d pay a lot more attention to what you say, when you say it, and where you say it.
Red State, Blue State or State of Confusion?
Something I’ve noticed in this, and prior, presidential election years is how people blur the line on social media between their personal/political views and their business writings. What we all have to understand is that both customers and our industry connections may be reading those words. While you may be a great fit for a couple for their wedding, you may have different political or social views. What wasn’t an issue before, may now become one. Who you like, or hate, for president or any office, shouldn’t have any bearing on your ability to plan their wedding, be their DJ, or cook their food. The key word there is “shouldn’t”. But when any of us decides to get vocal about political, or social issues, on a public forum, we have to understand that it can, and will, affect other people’s perception of us.
Over my many years in the wedding and event industry, I’ve done business with many, many people with whom I have very different political/social views. For me it’s just part of the incredible diversity of our country that makes it so wonderful. I don’t have to attend your house of worship, or community center, or gun range for that matter, to have a professional relationship with you. When we break bread, none of those things should matter, at least not to me. While I try to avoid the two taboo topics, religion and politics, they do sometimes come up. But having that discussion over dinner, or at the bar, is very different than having it on social media. The same reach that gives us the ability to connect with prospects, clients and industry connections, near and far, also carries those poli-sci messages near and far.
Enough about me, let’s talk about me
Of course, this isn’t just about politics. If you’ve read my articles, or books, or heard me speak about having better business communications, then you know that focusing on your customers and prospects is key. When they “hear” you talking about them, they listen better. When you ask better questions that show you care about them and their needs, they listen better, they like you more, and that all leads to better conversion. Turning around your text to focus on them isn’t hard, but it takes intent. Read the words on your website, out loud, and see if it sounds like a real conversation. Have other people read your emails and see if they “read” your tone as you intended. One thing I’ve found is that it’s hard to proofread your own words. I spend a lot of my time helping businesses like yours improve your communication. But when it comes to proofing my books, or articles, or website, I need outside eyes to show me how it looks from the other side.
So, pay attention to politics. Take a position, and whatever you do, go and vote when you have the opportunity. I’ve always told my sons that you have to vote if you want to have the opportunity to complain about social issues. If you choose not to have your voice heard, when you had the chance, then why should anyone listen to you gripe? The right to vote is taken for granted in our country, when in so many places in the world it’s an incredible privilege, one that people wait in line, for hours and hours. Have your say, just consider where and when it’s appropriate to have that discussion in public, where you’re mixing it with business. As to my political views, I’ll make them known in the voting booth, as always.
If you’d like to find out how I can work with you and your team, whether you’re a team of one, or dozens, reach out to me. I’ve worked with businesses both virtually (phone/internet) as well as on-site at venues, bridal salons, entertainment companies, and more. Through in-person sales training, virtual consultations & website reviews and mastermind groups, I can help you stand out in your market, no matter how crowded it already is. To find out how I can help you, fill out the short form on this page, call or contact me today, 732.422.6362, international enquiries 001 732 422 6362
Want proof? Here’s what businesses, just like yours, have written after working with me:
“Alan spent the day with us at Briscoe Manor (Richmond, TX) helping us to tidy up our website and captivate potential brides from the first interaction (even if on a computer screen). One of the best takeaways from the day with Alan, was connecting the dots that if we just listen, they’ll tell us exactly what they need. Thanks for your time, Alan. I learned so much and plan to incorporate your advice.”
-Jamie Eggleton, Bricose Manor, Richmond, TX
