Do you get looks of confusion when you try to explain what your business does?
Ever wondered why what you’re saying is being met with a sea of blank faces?
Or why your marketing isn’t working?
People won’t buy from you if they don’t know how you can help them.
They have no idea what the heck you do, what you can do for them and let’s be honest you’re confusing them.
The more you talk at them doesn’t help them understand you either.
Shouting doesn’t work.
Repeating the same thing over and over again? Nope!
Well, Tracey, what does?
Here’s what you do in 4 steps.
Step 1: Identify Your Clients Problem
Start by identifying their problem. Tell them you know what it is. That niggle, concern, problem, issue, thorn in their side….
But here’s the thing!
It’s not enough to say they want to go to the next level, grow their business, get fitter, want to feel better or be more confident.
Don’t be too generic. Too vague. Too broad.
Sticking with a message that’s vague doesn’t connect you with any one. And no one will recognise that you can help them so they’ll keep on scrolling until they find someone else. Someone else that’s made it clear, simple and easy to understand what it is they can do for that person.
Use a message that’s too broad and it will have the opposite effect of what you’re aiming to achieve. You won’t be starting a conversation with your audience. They’ll be ignoring you.
The first part of creating your message is getting clear on what problem you solve.
Consider your audience.
They could be:
- Mums with toddlers that won’t eat vegetables.
- Students that struggle to plan for their exams.
The first part of how you answer the ‘What do you do?’ could go like this:
- ‘For lots of mums with toddlers, feeding time can be hectic, especially when their little cherub won’t eat vegetables…’
- ‘Students know they have exam time coming, but many of them struggle to know what to study and when….’
You’ve identified a problem.
Then, what you do once you’ve identified their problem is…
Step 2: Tell Them Your Plan And How Your Plan Helps Them Solve Their Problem
Your audience won’t give two hoots on the whys and wherefores of what you do.
And they certainly don’t want to hear the finer details of everything.
Being honest here, and apologies if this sounds harsh, but your audience doesn’t care about you. It’s 100% true!
They care about WHAT YOU CAN DO FOR THEM!
This could be:
- A plan
- A framework
- A step by step guide
- A system
- A process
- A technique
- A map
- A blueprint
Tell them what your plan gives them.
Remember your plan helps them solve their problem.
So if your audience is:
- Mums with toddlers that won’t eat veg, your plan and the problem it solves could be ‘We give you meal plans that are full of the vitamins and nutrients your growing toddler needs…‘
- or a student that is struggling to plan their revision. ‘We created a planner that gives you an easy to follow revision timetable in one place…’
Notice how much more of a human being you sound too.
Step 3: Get Them to Imagine Their Happy and Successful Ending
Finally you get them to imagine their happy ending, which is ultimately what they want. Their end goal.
Let’s stick with mums with fussy toddlers and students struggling to study.
- The happy ending for the mum could be ‘…tantrum free meal times and your toddler grows up happy and healthy.’
- The happy ending for the student could be ‘...they know they are exam ready and prepared to do their best.’
Step 4: Put Each Of The Steps Together
These are the messages you get.
Clear, simple, easy to understand and it’s much easier to drop into a conversation.
‘For lots of mums with toddlers, feeding time can be hectic, especially when their little cherub won’t eat vegetables, we give you meal plans that are full of the vitamins and nutrients your growing toddler needs which means you have tantrum free meal times and your toddler grows up happy and healthy.’
‘Students know they have exam time coming, but many of them struggle to know what to study and when, so we created a planner that gives them an easy to follow revision timetable which means that when the big day comes they’re exam ready and prepared to do their best.’
- Next time you’re asked ‘What do you do?’ you’ll be able to answer in a way they understand.
- Next time you’re stuck for what to write about in your marketing, you’ll be able write content your audience wants.
- Next time you start a conversation, rather than being looked at as though you’re talking utter jibberish, you may well get a client.