Clarify Your Message, Grow Your Business!

By Peter Cronin | Thursday, January 23, 2020 | No Comments

You’re good at what you do, and you’re intimately familiar with the ins and outs of your business, so explaining exactly what makes your product or service special should be a breeze, right? Unfortunately, if you’re like most people, it’s not so easy. You’re just too close to your work to clearly express all of the above.

As challenging as it can be, getting that message right is absolutely foundational to the effectiveness and success of your marketing efforts. Without that clear-and-concise underpinning, there’s a good chance you’ll miss the mark.

It’s natural to tout your expertise in your particular field, but it’s important to remember who you’re talking to and what they’re listening for. Ask yourself what problem or problems you solve for your best clients. The answer to that question should be the centerpiece of your brand messaging.

Those potential clients are as busy as you are. Offer them a muddled message, and watch them glaze over. But successfully express how you can help them solve this or that nagging problem, and you’ve got their attention and potentially their business.

Another advantage to this kind of clearly focused messaging is that it tends to filter out those less-than-desirable prospects, freeing up valuable time for you to concentrate on those that really need and really value what you have to offer.

Not everyone is going to qualify as your ideal customer. Dedicating the time and resources it takes to bring clarity and focus to your messaging is a quick route to finding those that do.

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