The Clarity Files: Tate Parker and Cash Flow Insurance

I love websites that are clear and to the point. Few words, clear imagery, lots of white space. Just see what Tate Parker does here with his new website:


Confession – for years, I interacted with Tate at local Nashville-area networking meetings, and I had trouble wrapping my mind around his business value proposition.

Cash flow insurance? What’s that? Car, property, life, liability – I understood all those insurance terms. But this cash flow insurance thing was something I didn’t intuitively grasp. Which means I couldn’t make referrals.

Until one morning Tate explained it to me in very simple terms, discussing the business pains that it addressed – especially risk, and availability of ongoing/expanded credit.

Then suddenly the lights went on.¬†One of the most important revelations I got that morning from Tate is that many businesses are truly at risk because their customers are at risk. How do you mitigate that, when it’s out of your control?

Here’s how: you insure your accounts receivable. Bingo.

Getting clarity of message is a hugely important step, but what follows is communicating it well. Creating an effective website that gets the point across – quickly – is your next step.

What I really like about this site is that it takes only seconds to “get” the message – and, it’s being delivered by a person (yep, that’s Tate, with a rapidly balding pate!) Instead of an endless string of bullet points or a long-winded series of explanations, the messages are distilled for the short attention span we all have on the web.

Scroll down and you get two more engaging elements – a provocative question, and a testimonial. All of these simple elements are leading you to the next step, the call to action – and the site presents you with those as well (plus, the typical pop-up offering a downloadable resource in exchange for your email address).

And, even a little fun – click on Take the Assessment link on the upper right quadrant of the home page, and answer every question “No”… :>)

Anybody can throw up a website (literally) that is filled with jargon and mumbo-jumbo – but that’s just another way of failing to communicate. What we all need – especially our prospective customers – is Clarity.


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