Why Small Businesses Struggle With External Comms, a.k.a Why Can't They Talk to the World

I spend a lot of time working with small business owners. They are some of the hardest working people I know, but they often struggle with one specific thing: how they talk to people outside their company.

It sounds simple, but external communication is where I see the most mistakes. Here are the main challenges I see every day and the best ways to fix them.

1. Using Too Much Technical Talk

I often see owners who are experts in their field, but they forget their customers aren't. They use "insider" language or fancy industry terms that confuse people. If a customer has to use Google just to understand what you sell, they are probably going to leave.

The Solution Read your website or emails out loud to someone who doesn't work in your industry. If they look confused, rewrite it using simple words. Always focus on how you help the customer rather than the technical details of how you do it.

2. Being Inconsistent

In many small businesses, one person handles the Facebook page, another answers the phone, and a third sends out the invoices. If everyone has a different style, the business starts to feel messy. One person might be very formal while another is very casual. This makes customers feel uneasy.

The Solution Create a short "cheat sheet" for your team. Decide if your brand is funny or serious, and list a few words you always use and a few words you never use, as to ensure everyone sounds like they are playing for the same team. However, I cannot stress enough the importance of delegating the task (at least at the beginning) to n external professional or consultant.

3. Only Talking When There is a Problem

This is a big one. Many owners are so busy that they only reach out to customers when something goes wrong, like a late delivery or a mistake on a bill. If the only time I hear from a business is when they are apologising, I start to associate that brand with stress.

The Solution Set a calendar reminder to send one "just because" message regularly. This could be a helpful tip, a thank you note, or an update on something exciting happening at the shop. Make sure your customers hear from you when things are going right too.

4. Making Communication a One Way Street

Communication should be a conversation, but many small businesses just "broadcast" information. They send out emails or post on social media, but they don't really listen to what people say back. When you don't listen, you miss out on the best way to grow. Remember that the first, most basic principle of effective communication is Messenger to Recipient and back to Messenger.

The Solution End your emails or posts with a question. Instead of just saying "We have a new product," ask "What color do you like best?" When people reply, make sure you write back. Showing that there is a real person listening builds massive loyalty.

5. Trying to Be Everywhere at Once

There is so much pressure to be on TikTok, Instagram, LinkedIn, and have a newsletter all at the same time. Small teams often try to do it all and end up doing none of it well. It looks bad when a customer finds a page that hasn't been updated in years.

The Solution Pick one platform where your customers spend the most time and master it. It is much better to have one active, helpful page than five "ghost town" accounts. Once you feel comfortable with one, then you can think about adding another.