Sitting in the kitchen with your girlfriend, she is upset over some trauma in her life, you really and I mean really want to tell her what YOU think when suddenly looking at her face you realize all she needs at this moment is for her friend to pour her a glass of wine and just listen. In that split second you realize 'it isn't about you'.

We are all guilty of trying to push our opinion on others, coming from that place of wanting to either save them or needing to make sure that we are heard. Having a truly significant talk with a friend or loved one is actually about choosing the right time and it is about hearing her story.

The same holds true for your business; your marketing messages should ensure growth and success. So often we see websites, ads or listen to a presentation and they are so jammed with self-serving words and material, that we tune them out or stop reading.

"While everyone is looking at her, she will be looking at you." Those simple words are the beginning of TV commercial for a men's clothing company. It speaks to the needs and emotions of both the bride and groom who are planning their upcoming wedding; a clear and effective message that does not even make mention of their products.

For a successful conversion rate of people into clients less is more.

As that follow-up talk with the girlfriend will take place on another day; your professional communication should leave the door open for a potential customer to email or call; enabling you to initiate a connection with them.

Whether it is your partner, best friend or future clients take the time to figure what they need not what you want to get across. Choose your words well and then deliver them at the appropriate place and time, the results with be significant.