It's a surprisingly common mistake that can cost a business substantial custom. Overcrowded shelves, voluminous menus, baffling or intimidating jargon, multiple explanations in different places... 

This quick and easy read expertly summarises exactly why making these mistakes causes the businesses making them to lose valuable custom. 

Importantly, these mistakes also demonstrate that we don't know our customers well enough; and we may not be monitoring their behaviour to recognise their confusion and rejection, until it's too late to reverse the damage done. 

The three tips included to prevent this from happening are clear, simple and logical. And most of all, they work. I'm sure you'll find that too.  

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