Telling people what you do is pretty easy if they are willing to intently listen for 5-10 minutes while you give them examples and analogies. Even straightforward professions and products require a bit of dialogue.
Passionate business owners have so much they want to explain that it can be painful to formulate one or two sentences that clearly state what you do along with other aspects of the product/service you deliver. But it’s easier than you think.
Anybody I've ever coached who told me they didn't know how to explain what they do, or struggled to figure out their elevator speech, had the words inside of them. It just took a few questions to put the puzzle together.
Most business owners (and many marketing experts) think that their tagline, elevator speech, or headline on their website has to be perfect in order to get business in the door. I disagree. It just has to be clear enough that people can easily make the decision to find out more.
Forget about nailing your unique selling proposition for a moment. That conversation will just muddle your thinking while you try to "figure it out". You already know what you do! Really … [Read more...]