Paul shares three ideas to help you craft the perfect message in tough times. Show Notes: In a crisis, words matter. Remember Tony Hayward's comments in the 2010 BP oil spill? BP's CEO, Tony Hayward, was apologizing for the disruption and devastation of the event and he said, "…there's no one who wants this thing over more than I do. I'd like my life back." In tough times, messaging matters, not only the words but also the tone. Empathy is your filter. Plato wrote, "Be kind, for everyone you meet is fighting a hard battle." Utility is what your product or service does, but impact is how it affects the buyer. During tough times utility doesn't change, but impact does. Consistency is critical in messaging. Everything you do and say—right or wrong—sends a message to the customer. "Your words must align with your actions." Click here to purchase the latest copy of Value-Added Selling! Book a complimentary podcast consultation with Andrea at The Creative Impostor Studios at http://www.thecreativeimpostor.com/qanda *** Our show is updated weekly with the questions you ask. So, please go to the home page, subscribe, share it with your friends, but most importantly, ask the question that you want answered.  The Q and A Sales Podcast is edited by The Creative Impostor Studios. Thank you for tuning in. Make it a big day. http://www.theqandasalespodcast.com