What signals do your decisions send?

“Actions speak louder than words.”

If you’re a business owner or marketer, I promise you’ll be hearing more comments like this in the future. But to be clear, customers aren’t telling you actions are more powerful than words.

No. That’s just not the case. Saying the right thing has never been more important in gaining attention and persuading your customers to take action.

Customers are actually telling you that words aren’t enough. They’re telling you that words without cost have zero credibility.

Face it. Ad-speak fools no one. Customers are looking for proof you are as advertised. Proof that your claims ring true. How are customers going about finding this proof?

They’re comparing the things you say with the things you do. Yes, your customers are watching you.

So what signals do your decisions send?

Smart business owners know marketing goes beyond advertising. Gone are the days when an owner can advertise, “Honest mechanic on duty” hoping that someone actually believes that line of crap. I doubt that’s ever worked. To attract and retain customers in today’s world, your actions and words must be aligned. Conflict between the two creates only disconnect and doubt.

Disconnect and doubt are bad for your business.
Disconnect and doubt will ambush your advertising efforts.
Please avoid falling into that trap.

How do you align your actions with your words?

Oddly enough, the answer comes from studying biology. Biologists have known for more than three decades now that actions communicate with credibility. Their research into Animal Signal Theory reveals how animals use seemingly bizarre behaviors and physical traits to communicate with one another – often cross-species.

In the next post, I’ll give you a crash course on animal signaling to learn how actions speak to us, hopefully gaining new insights to help you elevate credibility and trust with your customers.