One day, a man came home and was greeted by his wife dressed in a very sexy nightie. "Tie me up," she purred, "and you can do anything you want."
So he tied her up and went golfing.

Communications is the key to the development of the human race. Mis-interpretation of what is being either desired, said or implied will often result in an unexpected and undesired outcome. For example, I recited this joke to my wife expecting a laugh. What I got was the “look.” I know what that look means. My mother used to give me that look. That is where wives learned it.

Here’s a live example:

I want to tell you about a "superior" software product developed from 20 years of knowledge by a leading professional in the field. I want to show you this time saving, much-needed product. Get it and it will save your company one day.

What do you want to know? What information do you need before you are ready to grant me the time to show it to you?

Do you want to know what programming language it is written in? How many developers it took to produce it, or years it took to develop it? How about the color of the screens? Do you want to know that it uses a relational database?

No. None of this really matters to you. What really matters is what it can do for you. What do you need it for? Without that information – I won’t get the time of day off you.

Even if I manage to sell it to your company, without this knowledge, it remains nameless, sits in the corner and fails to do what it was intended to do. Instead of helpful software, you have shelfware.

However, if I told you what it could do for you, how it could make your job so much easier, so much faster and more accurate, or so much better, then you would use it.

If I told you that by using this software, you would gain new respect in the firm, perhaps a position and a raise, would you understand why it is important to use it?

What if I told you how to use it? What if I gave you examples, and promised to help you practice using it so that you were the most proficient in it?

The only thing that would cause you to pull it off the shelf - is if it was good for you.

Why didn’t they sell you this?

Ever wonder why game software sells so well. It’s because they get YOU into the position of being the hero. You wipe out all the monsters, you kill all the bad guys, destroy all the demons and end up rescuing someone – who is very grateful to you.

There is a lot of bloodshed, body parts fly everywhere, but eventually – you – prevail. Don’t you wish your program, service or product could create that same feeling of triumph in your customers.

Are there solutions? Yes – but for those, you are going to have to call me if you want them immediately. Or, you can follow this blog. As we go on, the answers will be forthcoming.

A fast way is to look up my contact information on my website at http://write4me.biz/and call me. I look forward to talking with you.

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Copyright 2006 - Gary A. ClarkGary Clark is a Freelance Commercial Writer and Web Content writer who for 25 years has been both a Consultant and instructor of Small Business Entrepreneurship. He can be reached by e-mail at GAClark@Write4me.biz, or by phone at 719-536-0505- Mon thru Fri / 9:00 AM to 5:00 PM (MST)