We live in a very, very digital age. One in which the mobile phone often trumps the daily newspaper as a means for consumers to read the news. Meanwhile, businesses and the press vie for every consumer’s attention.

It’s easy to joke about what we call “click-bait”, or news posts that often aren’t very valuable in terms of providing information, but grab our attention nonetheless. Typically, click-bait grabs our interest long enough to make us wiggle our finger to click a headline to another webpage.

Stuff like “Man wrestles bear and you won’t believe what happens next” or “Businesses shocked by this unknown new law!” make you want to tune out and make some of us want to crawl under the couch.

Good or bad, however, internet click-bait specialists have a skill that is actually a valuable asset in business. In communicating with people, they know how to do one thing very, very well. They know how to be direct.

That’s not to say that crafty, attention-getting headlines are the key to good business. But good communications definitely are. Here are a few ways to make sure you are being direct in communicating with your customers, and grabbing their attention in the good way.

State Your Intentions and Say What You Mean

One thing about being a business owner: you are always in sales. But you need not be “salesy”, like Needle-Nose Ned Ryerson, the archetypical insurance salesman in the film “Groundhog Day”.

Whether you realize it or not, SMBs value business partners who get straight to the point. When approaching a prospect, make sure that you are gracious as someone who appreciates their business and their time. But also — whether it is a new product or a refill order — that you state your purpose, what you offer and the value you bring to their business.

Limit Confusion by Over-Communicating

Often it is a toss-up whether to communicate by picking up the phone or by email. While business advice we’ve all heard suggests calls or face-to-face meetings are best, you will find that some customers will say “just email me”. Others may even respond to you via text message.

Regardless of their preference, remember that people today are emailed to death. Sometimes your very legitimate proposal or follow-up via email may get buried by a 100 other emails (not to mention daily Groupon specials).

In email, be brief, succinct and to the point. Don’t over-email. And don’t be afraid to follow up on the written word with a good old fashioned phone call or friendly in-person visit.

Provide Solutions, Even If There Is No “Problem”

In the press, businesses are often characterized solely as problem-solvers. Yet, many of your best and most prosperous customers may not know they have a problem, or may not have one at all.

While some entrepreneurs are totally in the business of providing solutions to problems, more important to your customers is that you 1) have a valuable service and 2) can open their eyes to new ideas on how to build their brands and market their businesses.

This month, ASI noted the reach of specialty advertising in their annual Impressions Study. Their research found that 85% of consumers remember brands whose name appears on promotional outerwear like jackets and fleece pullovers, and that over half of U.S. consumers use logoed writing instruments.

As an expert in promotional products, remember the value that you create for SMBs. You provide a cost-effective way for businesses to reach their own new and repeat customers — a by helping them create very professional brand recognition for themselves. Don’t be shy about the value you offer. Be direct!