But are you absolutely sure that every word you say is received by those you speak with, or write to, in way you intend them to be?

You might be surprised how your words are analyzed and interpreted by your potential customers.

Here's a few things to think about before you write your next piece. Everything you're about to read is based on a "presupposition" of NLP, Neuro Linguistic Programming. NLP is a relatively new process of self discovery and is used widely as a serious training tool for business people of all fields.

The Meaning of a Communication is Response You Get

But that's not what I meant!!!

How many arguments have that little gem in them? I know that I've often been heard saying that around house. Unfortunately for me, and countless others who've uttered those words, what you meant doesn't matter if it isn't understood that way.

The next two presuppositions tie in very closely, so let's look at them and them summarize three together . . .

You Cannot Fail to Communicate

Whatever you do or say is a form of communication. From verbal expression to body language, everything conveys something about what you're thinking.

For example, you clicked your mouse and opened this article. By doing so, you communicated to me that you're seeking knowledge that you might not yet possess. You've implied that you're willing to issue me a particle of trust that my efforts could bring you that knowledge you seek. You've told me that you're interested in this subject matter. You've let me know that you're willing to take some reasonable risks, and so on and so on.

Yes, communication can be anything from a mouse click, to a facial expression, to cringing in your comfortable chair while watching a scary movie on TV, to giving a full blown oration in front of thousands of people.

It's all about relaying inforamtion from you, to someone else, or to whole wide world! You can't help it. In fact none of us can because it's a part of life and inbred in us as living creatures!

If You Aren't Getting Response You Want, Do Something Different

So far we've learned that communication is inevitable. As a living, breathing creature, everything we do or say relates a story about how we feel at any given moment. We've also seen that meaning of a communication, or its intent, means little in comparison to reception and/or interpretation.

Advertising does work. Every day. So before you kick away advertising (or websites, or brochures, or any other marketing medium), first consider which of these four basic reasons applies to your effort:

Your ad wasn't created to appeal sympathetically to correct customer need.

You can't force a sale, as much as you might want to. Your best, most reliable, most profitable customers come to your business because you meet particular needs that your competitors don't. Simple as that. These needs may be material, psychological or emotional, but when they present themselves, their owners come to you.

The goal of advertising is not to pitch a sale, but to establish name and brand recognition for your company by associating your name with your ability to meet special customer needs. This helps promote that "good gut feeling" that your best customers have about you but can't really explain.

If your ad isn't built around right specific customer needs - not wants, not desires, not self-image, but needs - then it's almost doomed to fail.

Your ad doesn't establish your own credibility for meeting customer needs.

Etch this on your forehead: Credibility begins with evidence of understanding.

It's not enough to hit on right need. You have to demonstrate in some way that you truly understand and can meet it. This step doesn't have to be fancy, and is often very subtle, sometimes involving no more than certain writing, visual design or layout decisions.

If your customers need a strong, professional company, your ad should reflect that. If they need to know that you come highly recommended, or that you have a certain degree of experience, or that your services are unique to your area, that should somehow be a part of your advertising.

Just don't overdo it, turning your ad into a sales pitch. Provide just enough credibility to satisfy those customers looking for it. Save rest for your other marketing efforts.

Your ad wasn't placed in an appropriate medium that offered regular exposure to specific customers you serve.