Have you ever tried to write a glowing summary of your accomplishments?
It’s nearly impossible to do because it feels like bragging. The thing you lack is objectivity. It’s hard to step back from yourself.
The same is true when you try to engage visitors on your LinkedIn profile or on your homepage. Too many business owners fall into the “what” “how” trap. Because they’re too close to their work, they fall back on what they know best – what they do and how they do it. But what visitors care about is the why. Why your clients work with you and the transformation they get as a result. Our lack of perspective makes it really hard to fully understand the value we provide to our clients and why they need us.
It’s impossible to read the label from inside the jar.
Getting your fuzzy clear is really hard to do for yourself. Whether it’s getting your elevator pitch to lead a listener to say “tell me more”, keeping homepage visitors clicking or encouraging the scroll on your LinkedIn profile, the goal is the same. We have to understand what our clients struggle with and speak to how we solve their problems. We need to show them that we “get” them. Otherwise, we’re just talking to ourselves.
Perspective is key. When it comes to messaging about our business, objectivity is nearly impossible. We forget that it’s not about us. It’s about them.
Here are 3 things that will help you get started:
- Identify your ideal client and why they need your product/services (Spoiler alert: everyone is not your client)
- Clarify the one thing that separates you from your competition (avoid generic terms like coach, accountant, etc.)
- Communicate a clear and consistent message across all platforms (keep it short and focused on client outcome not your process)
When we step outside of the jar, we get out of our own head and can clearly read the label.
When it comes to your business, what’s one strategy that helps you get perspective? Feel free to put in the comments.