Think about the stuff you hear on the radio or read about in mass market. publications. When they attempt to cover something you really do know about, it can sometimes come across as pretty oversimplified, to the point of getting it completely wrong. They’re often busy pandering to the masses, dumbing things down to the lowest common denominator.
It’s not the best way to garner a well-read customer base with distinguished tastes.
You’re telling the public: “Our readers won’t understand this.” “Our customers are too busy and won’t get this.” “The people who come to our restaurant want hamburger.” “No one is going to want something this good.”
We’re all under pressure to do that with our restaurant menus or our spiritual advice or our stump speeches or the pitch for our great new idea. There are so-called experts pushing us all to dumb it down for the average.
The thing is, when you dumb your important information down, you know what you get? Uninformed customers. And, for the most part, these customers don’t spend as much, don’t talk as much, don’t imagine as much, and don’t return as much. In other words, they’re not the best ones to seek a long-term business relationship with.
Part of our investment as business owners should be in educating our customers and potential customers about the industry we represent.
Take the time to put forward quality information about your business, products or services, and you will draw — and create — smart consumers and prospects.