Sometimes they want to be too smart. So ‘clever’ that potential customers overlook at the shop and go to the next one.
If you sell coffee, don’t tell people that you sell ‘Water sifted through grounded beans that come from Costa Rica’. Be clear and in capitals!
Your communications have to be clear and relevant to your prospects. Using the language that your customers will understand. And by language, I’m not only referring to the words you use. The visual language is also essential.
Simplicity and honesty are two values that work very well together. Remember that you will spend money printing a flyer, on a Facebook advertisement or painting it outside your shop door, so make it worthwhile.