Q: I have been in business for 10 years and have had some success, but I’ve always had trouble explaining clearly what I do. I’ve redone my website and marketing materials, yet I still get told by potential clients that they don’t really understand what I offer. What tips do you have for getting clear about my message?
A: What you are talking about is your “credo.” Latin for “I believe,” your credo states the fundamental components of your business – who it serves, its mission, values, and ambitions.
When you interact with clients and prospects either directly or indirectly, you are representing this credo. It is your marketing message, but even more than that, it is the window to the heart and soul of your business.
In order to come across clearly to your clients and prospects, you must first find clarity in your own mind. Here are four critical components to developing a strong credo for your business:
? Who are you? This is your name, your company’s name, notable accomplishments and titles.
? What do you do? You want to describe your primary product and/or service. After this statement, you could elaborate and draw verbal pictures for your intended audience, to clarify the service further. You could either expand in general terms, or go into specific services.
? Who do you serve? Who can benefit most from your solutions? Who is your ideal client? Get really clear about the type of person or company you are best suited to work with.
? How do your clients benefit? This is the most critical section. If a prospect is interested in your services, it is because they have a problem and they want you to solve it. You want to focus on the benefits of your work, not the features, nor the advantages. Ask yourself, what are your clients’ urgent needs (what are they moving away from)? Also ask, what are their compelling desires (what would they like to move toward)?
Once you’ve created your credo, fine tune it, and then practise your delivery until it feels comfortable. Use it everywhere and you’ll see that marketing your business can be natural and fun.
Read more: http://www.theprovince.com/Clarify+your+firm+purpose+paper/6177058/story.html#ixzz1phSlZAZg
Check out my most recent article in the Vancouver Province newspaper coaches corner.
Q: I have been in business for 10 years and have had some success, but I’ve always had trouble explaining clearly what I do. I’ve redone my website and marketing materials, yet I still get told by potential clients that they don’t really understand what I offer. What tips do you have for getting clear about my message?
A: What you are talking about is your “credo.” Latin for “I believe,” your credo states the fundamental components of your business – who it serves, its mission, values, and ambitions.
When you interact with clients and prospects either directly or indirectly, you are representing this credo. It is your marketing message, but even more than that, it is the window to the heart and soul of your business.
In order to come across clearly to your clients and prospects, you must first find clarity in your own mind. Here are four critical components to developing a strong credo for your business:
- Who are you? This is your name, your company’s name, notable accomplishments and titles.
- What do you do? You want to describe your primary product and/or service. After this statement, you could elaborate and draw verbal pictures for your intended audience, to clarify the service further. You could either expand in general terms, or go into specific services.
- Who do you serve? Who can benefit most from your solutions? Who is your ideal client? Get really clear about the type of person or company you are best suited to work with.
- How do your clients benefit? This is the most critical section. If a prospect is interested in your services, it is because they have a problem and they want you to solve it. You want to focus on the benefits of your work, not the features, nor the advantages. Ask yourself, what are your clients’ urgent needs (what are they moving away from)? Also ask, what are their compelling desires (what would they like to move toward)?
Once you’ve created your credo, fine tune it, and then practise your delivery until it feels comfortable. Use it everywhere and you’ll see that marketing your business can be natural and fun.
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