Eleven practical ways to reduce your company sales
This is a list of things that reliably reduce a company’s sales. Every one of them is something we have watched happen — usually in companies with a good product and a sincere belief that communication is a minor matter.
1. Hand social media over to the office administrator
Not because they are incompetent, but because it is not their job, they have no brief and no time. The result is a feed that looks like a company with nothing to say.
2. Film on a phone while selling a premium product
A price in the upper bracket has to be justified visually. A phone video does the opposite: it tells the buyer that the care stops somewhere.
3. Ignore a platform and wait for it to be banned
Waiting for a channel to disappear is a strategy that has never worked. Meanwhile your competitors are learning how it behaves.
4. Publish product photos with no context, like a brochure
A photograph without a problem, a person or a use case is just an object. Nobody shares an object.
5. Make content only when there is time left over
There is never time left over. Content made in the gaps looks exactly like content made in the gaps.
6. Judge everything by the number of likes
Likes are the cheapest number available. Enquiries, calls and shortened sales conversations are the expensive ones.
7. Ask AI for a post without giving it any real information
You will get a text that could belong to any company in your sector. That is the opposite of positioning.
8. Wait for the season and then rush
Material produced in a panic looks rushed, and the season does not wait while it is fixed.
9. React only when somebody comments badly
Communication built on damage control means your brand is always being written by someone else.
10. Start a YouTube channel and publish one video a year
An abandoned channel is worse than no channel, because it is visible evidence of something given up.
11. Choose the cheapest producer, because everyone films much the same
They do not. The difference is in preparation, sound, light and whether anyone asked what the film is for — and all of it shows in the result.
What all eleven have in common
Each of them treats communication as decoration rather than as part of the product. For a company whose price is above the market average, that assumption is the most expensive one it can hold.
Where to start if you recognised your company
Not with a camera. Start with one question: what should a potential client understand before they contact us? Then one film, done properly, and a plan for the three that follow. That is more than most companies in any sector are doing.
Frequently asked questions
Does communication really affect sales?
It affects how quickly trust is built, and that affects the length of the sales cycle. Companies with clear communication spend less time explaining the same thing to every client.
Where do we start if content is made only when time allows?
With one film and a plan for the next three. Four strong films a year beat twenty rushed ones, and they fit around real work.
Is video essential, or are text and photos enough?
Text and photographs still work, but video is the only format that shows the people and the process. For a service sold on trust, that difference is decisive.
