In this angry and uncivilized election season, it seems that most candidates are on the hunt for daily sound bites that will make headlines. The “best” ones, it seems, are under 140 characters and rapidly turned into tweets.  If they resonate with the masses, they might even go viral. It’s all about theater, not substance.

Sound bites don’t provide healthy intellectual food, however, any more than snack bites or candy constitute a healthy diet.  Too much of any of them will make you sick.

In a service business, our clients don’t want sound bites, which are another expression for “lip service”.  They depend upon us to provide timely, complete and valuable information. Over the course of a week, or a month, the servings should constitute a well-rounded diet.  The information provided becomes the fuel that feeds a relationship.

Take the time to prepare what you serve up carefully; the information shouldn’t be raw, or overcooked.  It should be fresh, interesting and prepared without artificial ingredients. (In plain language, what you communicate MUST be true.)  The courses of information served should be complementary and proportioned in a way that meets the needs of the person, or organization, you are serving.  Texts don’t count as genuine communication, unless you’re serving a simple appetizer or taste of dessert following the main serving.

Business-to-Business relationships are built upon trust.  The clarity of communication over time nurtures that trust. Keep your clients informed; never leave them guessing, or simply wondering whether you’re fulfilling the promised services at all.  Make every communication matter.  No Sound Bites!