word of mouth, stories

Here’s the problem with average… average doesn’t motivate or inspire people to do anything.

It looks like this:

  • If you have an average meal at a restaurant, you still pay the bill, but you don’t bother recommending the place to your friends. That’s because we don’t recommend average food.
  • If your accountant provides you with an average service, you still pay their fee, but you don’t bother recommending them. That’s because we don’t recommend average service.

In short, average lacks impact.

Why average is so common

A lot of small business owners make the mistake of assuming that because they get few complaints, their business offers an above average experience for their clients or customers. They confuse silence with satisfaction, which is a silly and costly error.

They think they are better than average and wonder why they get so few word of mouth referrals. All the time, they are totally unaware that the problem is with their average approach to business. People are not spreading the word about them, because there’s nothing worth saying.

From average to remark-able

Here’s the thing: With some extra creative thinking, attention and effort, most businesses can quickly go from average to remarkable. Remarkable work is work that is meaningfully different from the average providers in your industry. Remarkable work is exactly that — worthy of remarking on (or talking about.)

When your business becomes remarkable, people talk about you for all the right reasons. They share how exceptional your products, services or customer service is with everyone who will listen.

Give your marketplace a remarkable story about your work and they will share it. Of course, the flip side of this is the acceptance that if they are not already, regularly recommending you, your story needs improving.

If I were you, I’d work on that. Today.

About Jim Connolly: I help small business owners attract more high quality clients, make more sales and boost their profits. To see how I can help you and your business, read this.