(Entrepreneur) — Every day, millions of businesses across the country lose sales. Millions of meetings and events have a lower turn-out than expected, and untold money and man hours are spent with only mediocre results to show for it. Why is this? Because the people who write the e-mail notifications, the press releases, the snail mail sales letters, the sales pages on websites — the list is endless — leave out critical information because they assume the reader already knows it. Think of the customer who hears about a product you have for sale or an event you’re putting on, gets all excited about it and wants to buy or attend, and can’t because someone didn’t think to make it clear how they can do that. Or it’s a needlessly complex process, or it’s impossible to make the purchase or attend the event because of a technical glitch. Sounds silly, but this happens all the time.
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