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Why NO is the most dangerous word for your business

We often think about how we can say no more often, but rarely pause to consider saying it less often. Let’s talk about why NO can actually be bad for business.

no is dangerous

no is dangerous

The word NO

If you’ve ever been to an improv show and listened to the performers explain how they perfect their acting skills, or read Tina Fey’s “Bossypants,” you know that the word no is never allowed. When a scenario is introduced, the optimal response is “Yes, then.” By accepting every idea and encouraging the free flow of thoughts, a sense of creativity and freedom comes alive on stage allowing for spontaneous hilarity to ensue for our enjoyment.

Similarly, using the word no on your website or any other form of communication is a death trap for your business. Studies have shown that looking at a list of negative words for just a few seconds puts a damper on the reader’s mood and damage structures that control their emotions, sense of satisfaction, and normal brain functions. You’ve just turned your potential customer into a Debbie Downer as soon as they glance at your words.

So rather than sending your customers into turmoil with negative wording, try to adopt a more positive tone on your website. Not only will it improve your business performance, it decreases the likelihood that the relationships you have with your customers and business partners will fail.

Don’t derail the sense of trust and cooperation in you business

When you voice negativity within your business, you and those listening to you experience increased anxiety and irritability, thereby derailing any sense of trust and cooperation. In order for your company to succeed, you need to generate as much positive energy as possible. Positive thoughts are motivating and brighten the corporate image surrounding your brand.

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Be strategic with your words. In any communications materials your company sends out, even on your corporate website, be sure to speak with a light, inviting tone that encourages visitors to relax, which can increase the length of time they spend engaging with your content. Your business can only grow if your targets feel they are getting something from you that they can’t get anywhere else… and last we checked, there’s no shortage of people willing to say what they can’t do for you.

The takeaway

The key to attaining and maintaining satisfaction is to think positive thoughts and have them resonate with everyone who comes in contact with your business. When you respond to your their inquiries with “Yes, then,” it increases the likelihood that they’ll stick around after the final act, and into the next quarter.

Destiny Bennett is a journalist who has earned double communications' degrees in Journalism and Public Relations, as well as a certification in Business from The University of Texas at Austin. She has written stories for AustinWoman Magazine as well as various University of Texas publications and enjoys the art of telling a story. Her interests include finance, technology, social media...and watching HGTV religiously.


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