Understand Your Buyer > Selling Communication Basics > Clustering

What is it?

Clustering is the act of collating together similar things – such as information – so that they can be better understood.

Why does it work?

It works because it makes your information easier to digest and understand. By ensuring related items are kept together, you are more likely to keep the reader’s attention as the topics are variations on a theme.

How can you use it?

Whenever you present information to a potential client – especially a list – collate the similar information together to allow your recipient a greater chance of understanding. After all, the burden of proof is on you.

Hypothetical Example:

A marketing consultant sends a proposal to a potential client. Initially, the document lists all services in a random order:

SEO strategy
Social media management
PPC advertising
Brand storytelling
Email automation

The list feels disconnected and overwhelming, and the client doesn’t fully understand how the services fit together.

The consultant then clusters related services together:

Digital Visibility: SEO strategy, PPC advertising
Brand Engagement: Social media management, brand storytelling
Conversion: Email automation

By grouping related items under meaningful headings, the proposal becomes easier to follow and more persuasive, as the client can clearly see how each cluster of services solves a specific business challenge.

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