Clarity. Simple, succinct explanation. That’s what you need to be client attractive. That’s what you need to talk about what you do in a way that makes sense to someone who doesn’t know you.
Here are recent examples (from actual clients and their websites) that fail the clarity test.
“My process is a soulful, comprehensive, values driven approach to personal branding with a 360 view to cultivating the complete leader that magnetically attracts ideal opportunities through business.”
“I help women business owners who feel like nobody wants what they have to offer to the world, frustrated not being able to commit to one single niche, so their business gets stuck and they are thinking to give up their business and go back to work. I help these women to find their niche and create the business that help them to feel finally they can express themselves; their people will understand and appreciate what they have and accept them as a leader so they can become who they truly are. This will bring the support and safety in the business which will help them to spread their wings in their lives.”
Say what?
Both of these examples (and I could give you 100 more) totally fail the clarity test. Here’s what:
- Get yourself out of your “who and do what” statement. This is not the place to show your copious ability to use corporate speak, throw in every trendy term you think a business might be using, or talk about how YOU feel out in the world, projecting your angst onto others.
- Talk in terms of results that are quickly understandable. Use the “so what” test. “This will bring the support and safety in the business which will help them to spread their wings in their lives.” So what? What happens when “they” get this. (BONUS TIP: Never describe your prospects as “they.”
- Focus down into the tiniest, most understandable result you can muster and then focus that down some more. “I help you be successful” doesn’t cut it. “I help you cut your operating costs so that you keep more of the money you make” is pretty easy to understand. If that’s the success a particular prospect wants, you’re in.
I’ve come to understand that getting very simple and succinct about what you do cannot be skipped over. Many times the clients I work with fight hard against narrowing into one sentence what they offer. Months later they can’t write their copy, can’t identify their systems, can’t figure out their offers, can’t decide on their pricing. Why? Because they have not yet clearly identified what they do. They stumble over telling me or a prospect who they are and what they do. The fear they have over missing someone because they narrowly focus is born out – they have few if any clients exactly because they call to everyone and by doing that they call to no one.
Clarity. Simple, succinct explanation. That’s what you need to be client attractive. That's how to talk about what you do that will actually make sense to a prospect. Want to learn more? You can watch this quick video and get two more tips.
I help business owners like you who want to be financially independent get clear about what you do so that you get more business and make more money. If that's the help you need, let's talk.
Clearly being able to state what you do – what value you add is critical. Many people do stumble over this one important item.
I like simple and succint! Here is mine – I help anxious women find nutritional solutions to end their anxiety and overwhelm
This is great timing… exactly what I’m working on for my new business extension. I am going to re-read and get clarity!
Sue, once again you have provided outstanding advice to business owners (including me!) I will implement these tips and let you know how they work out. I was just planning on creating a services list for my web site.