If you’re in business, chances are you’re trying to get someone – a customer or prospective client – to do something, whether it’s call you, visit your website, try your product or back your crowdfunding campaign… But in a crowded marketplace, how do you distinguish yourself from the competition?

Here’s how your business can better educate and communicate with your customers: 

1. Cut out what’s not important.

It’s important to make every sentence as clear and efficient as possible. If you can omit a word, a sentence or a paragraph that’s not key to helping someone understand something, do it.

Don’t presume the audience has any interest in what your message is. Business owners are consumed with their business, but forget that for customers, their interaction with you is just a small part of their day.

2. Explain things before you name things. 

If you work in a field with special terminology or jargon, be sure to explain the term and concept before using it over and over because people may not know what it means. This ensures everyone’s on the same page.

3. When possible, use metaphors. 

Using metaphors can help explain complicated concepts to consumers.

4. Be funny!

People learn more and have a better experience if you can make them laugh. It’s not about jokes or gags. It’s more about being human, approachable and personable.

No matter what you’re doing, always remember you’re just talking to a single human being.

5. Tell the story in chronological order. 

In storytelling, it’s easy to get the order of events wrong. Therefore, it’s important to use real-life context when you’re trying to explain something to consumers.

Via Lindsay LaVine for Entrepreneur Magazine. [Image Credit: Toying With Photography]