Does beauty have a role in business?

I hate “white papers”. I know there are some out there who will read them line by line, but I think if we look at it honestly we’d admit that most are either skimmed, misunderstood or not read at all. So whose ego are we inflating by sending walls of text to sell for us?

When it comes to business-to-business (B2B) communication – and especially sales – conveying ideas effectively and without any misunderstandings is vital. But how do we achieve this? To me, the simple answer is artistry.

Communication is getting an idea from you to another. If try to do this with too much text, riddled with jargon, equipment model numbers and ten syllable words, it's all too easy for misunderstandings to occur.

It makes you wonder…how many sales prospects drop away because they saw something they didn’t understand?

This is where the balance of simple text and imagery comes in. By combining the two, we can create a powerful tool for conveying any message. The text provides the information while the imagery adds depth and context. But it's not just any imagery that will do. The more beautiful the imagery, the more attention it will command.

We are naturally drawn to beautiful things. It's why we spend hours scrolling through Instagram and Pinterest, admiring the stunning photographs and artwork. The same principle applies in business. When we are presented with beautiful imagery, we are more likely to take notice and engage with it. This is particularly important in B2B sales, where we are competing for the attention of busy professionals.

Artistry also plays a vital role in human interaction. When we appreciate beauty and artistry, we are more likely to form positive connections with others. This can lead to stronger relationships and increased trust, both of which are essential in business. By incorporating beauty and artistry into our sales messages, we can create a more engaging and memorable experience for our customers.

Next time you're crafting a sales message, don't get lost in the weeds on writing the next Odyssey. Make it absolutely gorgeous. You will look more professional, and people will actually get what you’re trying to say.

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The case for quality

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When “show, don’t tell” backfires