Are you sending mixed signals to your market?

Just like radio signals floating through the air, your company broadcasts a message every time you interact with a potential buyer. More than likely, it’s really several messages, and they’re not all in synch.

What signals are you sending?

Whether it’s your website, brochures, a one-line introduction at networking events, or even company meetings, the message your future customers and team members receive will be the difference between success and disappointment.

Not a problem you say because you’re an upbeat and cheery person. And your business operates with a positive approach to customers and the community all of the time.

Even if your company’s intent is the right one, how it may be perceived is a completely different matter. It’s simple -- if you send mixed signals, people get easily confused.

Imagine a business with a tagline of, “We make your life stress-free,” yet their website is difficult to navigate and frustratingly slow. Plus, when asking for the ebook they dangle in front of you, a detailed questionnaire must be filled out. Makes you wonder what kind of stress-free service they’d really provide.

Maybe the smartphone you own has a problem with exploding batteries. You call the company and they tell you to immediately stop using your phone because there’s no fix available to allow it to operate safely and normally. Two days later you happen to read online that the same company has released a software patch that caps the battery charge at 60% and suggests users download it. And yes, their phones still catch fire.

Huh! This seems to contradict the company's advice. Confused?

Mixed signals happen in many different ways. It’s always unintended. Usually it’s subtle and many times, not so subtle. Either way, it forces your buyer to decipher your company’s core message and exactly what it stands for.

Here’s what to think about to make sure you send the right signals.

The power of perception. Every company has a “tone of voice,” the essence of their brand and personality projected to the world. It flows across everything -- written, spoken, and images too. If your tone of voice is not consistent and in line with your company’s values and core message, buyers are easily confused and turned off. Your tone of voice is both authentic and distinctive, but never forced. How is your company perceived: calm and cool, emotional, friendly and happy, super casual, brash, funny, exclusive and expensive, professional and formal?

Dial in the right intensity. A professional voice doesn’t mean you strip out all personality. After all, no one wants boring! It’s worth taking the time to list words and phrases that describe your company’s traits and character. Is your idea of funky or brash the same as your buyer’s? Then literally scale it to the correct intensity. For instance, where does your message sit: between professional and wacky, or formal and casual? And, will your message vary by situation and audience segments?

Try this: Boil your message down to between three and five adjectives that describes your company. Then display that list everywhere inside your business to ensure your customer’s experience always match these. Consider creating usage examples and when they work best.

Check it and check it again. Carefully go through all materials, from presentations to videos, outbound emails plus social media, as well as your website. Here’s the hard part – think like your buyer. Is it consistent across all mediums and channels? Easy to use? Does your message answer the critical questions buyers have? Does it reflect your tone of voice? How about when someone calls, does your company’s consistent message and essence of your brand’s personality shine through?

Pricing is an example of sending powerful signals to customers, employees, and partners that many businesses get wrong. If a business has premium prices on their goods or services, yet their marketing message comes across as “cheap,” the message will undermine the value. It's time to get everyone on the same page and make sure all messaging gears mesh together.

When you and your team are in the habit of constantly safeguarding your message’s integrity and sending consistent signals, life is good! And it doesn’t matter if the business is small or large. 

Your company is sending a steady stream of signals without even knowing it -- the good news is that you can consistently transmit these signals any time you want, the way you want to. The buyer’s signal reception will be crystal clear and you’ll achieve the desired effect.

Ron Stein is founder of More Customers Academy, helping business leaders build strategic messaging and positioning that cuts through the competitive noise to grow revenue. Ron has developed his own highly successful 5-step Stand Out & Sell More approach to winning new customers as a result of his twenty-five years of business development, marketing, and selling experiences. He works with a range of businesses, from startups to large corporations across industries including technology and healthcare, manufacturing, and financial services and banking. Ron conducts workshops, leads company meetings, offers keynote talks, and consults. He can be reached at 727-398-1855 or by email.