STORY22

Opening a story loop without clarity can be dangerous

This last week we have seen endless queues at fuel pumps across the UK, painting a grim picture of how leaving an open story loop without clarity can be seriously damaging.

By announcing to the nation an HGV driver shortage, a supply chain shortage or other varying descriptions of what the current situation is, official announcements fell short of offering any clarity to the public.

It is a leap too far to expect Joe Public to jump to sensible conclusions in situations like this. We simply don’t understand the complex machinations of supply operations in either the short or long term. As a result, we are wholly depending on clear communication to guide us through and tell us the next steps.

What happens when we don’t have clarity in a message?

We’re left with unanswered questions which create a ‘vacuum’ in our mind. Without certainty, it can leave us feeling concerned and unsure. So subconsciously, to settle our mind, the vacuum in the story quickly becomes filled by any credible answers – in this case, for many, whatever is doing the rounds on social media or in the news.

When this happens, panic sets in, and no matter how many times we hear from others that there’s enough fuel to go around, the empty pumps that we drive past tell us another story entirely. So what do we do?  Because we have been unable to find enough reassurance from the sources that we trust, our minds are now conflicted and we take action (fill up our own vehicles) to prevent upset in our daily lives.

Clear communication from the start

It was good to finally see some semblance of clarity offered several days later with a ‘No Fuel Shortage’ statement from Grant Shapps. Finally, the message is clarified – with no room for interpretation and with the reassuring authority we need. (Albeit too little too late in preventing the queues that have built up across the country).

So, what can we learn from Britain’s panic buying of fuel (or toilet paper so it seems!) The moral of the story here is to always be clear in what you say and never leave questions unanswered.

The same rule of thumb can be applied to your business too. When your messaging is not clear, your prospective customers will make assumptions about your business that may not be true – they may assume you don’t provide the service they’re looking for, that it is too complicated moving forward with you, that you can’t deliver what they need or that you may be out of reach for them budget-wise.

The problem with these questions is that they all become objections to purchase.

The wrong words can stand in the way of people doing business with you

Clear messaging will help you overcome these objections to purchase at an early stage so when people land on your website they know exactly what to expect from you. Instead of confusion, they’ll have a very clear idea of what you do and whether you are the right business to solve their problem. They will know exactly how you will improve their life and what they need to do next to get that for themselves. And if your website doesn’t address all those things, we can help. We specialise in helping businesses to create clear, compelling copy for their website and marketing that makes it easy for you to win business. Schedule a call today.