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The Importance of Finding Your Authentic Voice and Message in Business
Blog / Leadership / Feb 24, 2023 / Posted by Michael Liebowitz / 33

The Importance of Finding Your Authentic Voice and Message in Business


As a business owner, it’s crucial to understand that you have to start with self-reflection. Discovery before you can market yourself effectively. In order to communicate effectively about your business, you must present yourself in a way that is perceived as like-kind by your audience. In order to achieve this, you must have a clearly articulated outcome that orientates the brain and provides a sense of understanding between you and your audience.

The role of belief systems in the sales process

Belief systems play a crucial role in the sales process. People need to know, like, and trust you before they make a purchase. Sharing your belief system is the key to establishing that trust because the part of the brain responsible for survival wants to make sure that you’re not a threat before it can trust you. By being clear about your belief system.  You can shorten the time it takes for people to trust you, which can help to close more sales.

The importance of understanding the deep outcome

In addition to trust, understanding the deep outcome of your service is also important. The deep outcome is what people really want on an emotional level and it’s often connected to their psychographic needs. By understanding this, you can better align your services to their needs and provide more value to your audience.

The relationship between a company and its customers

The relationship between a company and its customers can be viewed as a personal relationship between the business and the individual. This is because the brain perceives a business as a person, with its employees representing different personalities or aspects of personality within the business. If these personalities are not cohesive or are communicating different messages, the brain becomes confused and can result in negative emotions and feelings toward the business. This is why it’s crucial for a business to have a clear and consistent message that aligns with its beliefs and values.

The importance of having a shared understanding between marketing and sales teams

One of the key aspects of my work as a consultant is helping businesses find their authentic voice and message. However, what I’ve noticed is that there is often a disconnect between the marketing and sales departments. Their perceptions of the business. To combat this, I focus on bringing both teams to a shared understanding of the business. This leads to a more cohesive and effective unit. By understanding each other and the business in the same way. The teams can work together and avoid the finger-pointing that often happens in silos.

In conclusion, it’s not enough to have a great product or service. You also need to be able to communicate the benefits to the right people in a way they can understand and relate to. The ability to bridge the gap between your product and your target market. This is what sets successful businesses apart from those that struggle. Ultimately, all businesses are a reflection of the people who run them. Customers can spot a faker who doesn’t believe in what they are selling.

About Author

Michael Liebowitz loves language. Especially how the language we use determines how we are understood and how people understand our businesses. With a background in linguistics and behavioral neurology, Michael works with consultants, founders, and teams to communicate effectively so they can improve marketing ROI, shorten sales cycles, and get to ‘yes’ faster. He gets his clients to say all the right things that will trigger the parts of our brains that make us want to buy.


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