Think of how you would answer these questions. Would your answer be simple, straightforward and concise? Or do you think you might ramble on for a few minutes because there’s so much to say?
Focus in Your Response Means Focus in Your Business
The way in which you describe and explain your company to a complete stranger is a direct reflection on the focus and direction you have in your business. Putting pen to paper is much more difficult than casually describing your business to another person in a social situation. The better you can articulate your business in just a few words, the better able you are to create marketing materials that effectively depict what you do and engage your target market.
The Bird’s Eye View
Take a snapshot of your business from a bird’s eye view. What do you see? What is at the centre of your business? What is your core message?
This is the message that should be communicated when someone asks you what you do, when you introduce your business to a new client in an email, or when you produce new marketing materials to promote your company. Think of how much sharper your marketing communications will be if everything always points back to your core message.
Use Clear Language
Sometimes we have a tendency to use uncommon language in an effort to be original. Although this seems as though it’s a good idea in theory, if your customers cannot understand what you’re trying to say, there’s little value in it. Today, marketing communications are more conversational and less formal. Keep this in mind as you write for your business. Remember that there is a way to competitively position yourself without being ambiguous in the language you choose.
Think, Create, Practice
Think of what is most important in your business and create a phrase to describe it. Try to answer the five key “WH questions”: Who? Where? What? When? Why? How?
Then practice, practice, practice. Rehearse your defining statement out loud and on paper. Notice how it changes and adapts to suit the medium.
Use this statement to guide you in your business – throughout your day-to-day operations, in marketing and as you deal with customers. A stronger focus contributes to stronger outcomes.