“So what do you do?” is a question that most entrepreneurs dread because it often gets their thoughts running wild. It is common knowledge that most business owners end up confusing their potential clients by giving them too much unwanted information.
This happens because many entrepreneurs are usually too engrossed in their work and tend to assume everyone else is familiar with their brand, W-R-O-N-G!!!
The truth is that if you cannot explain what you do in a single sentence to a fifth grader or your grandmother, you are confused and so is the rest of the world.
In describing your business, you are actually selling your product(s) and making room for about five (5) referrals from that one person – an opportunity no entrepreneur would want to miss. With this in mind, your response can make or break your business and must therefore be able to speak volumes to your target audience.
How then can you develop an excellent brand statement?
A good description of your company should be able to answer the following five (5) questions easily:
- What’s your business name?
This is a straightforward question and demands a simple answer of your business name.
- What do you sell?
Here, use simple and concise words to highlight your products or what you do.
- Who is your target market?
This question requires you to identify your ideal type of client. In doing so, please be sure not to confuse your audience.
- What major problem does your product solve or which goal does it help your client to achieve?
I have heard and read about business consultants hammering out the importance of selling your solution and not the client’s problem. My guess is that the client is all too aware of whatever challenges he/she may be facing and needs a solution to get rid of them.
Consequently, you should consider the problems that your prospective clients may be facing in order to state clearly how your products will help them.
Bottom line: Your clients must be well informed of the benefits of your product(s) to them.
- What sets you aside from your competitors?
Before we delve into this, note that it is A-B-S-O-L-U-T-E-L-Y wrong for you to assume that you do not have any competitors. Every business has competition. We will discuss this in detail on a later date.
Now, to question 5, your brief statement must identify the elements that set you apart from other businesses. In simple terms, what do you offer that others do not? You should seek to tell your audience why they should patronize your products and not those of your competitors.
Bearing these five (5) questions in mind, we will now attempt to describe our business in a sentence that clearly answers them.
“White Spacez is a full-time business writing and branding firm that is passionate about helping startups and existing brands to aptly communicate their message to their target audience.”
Let’s get interactive!!!
Tell us what you do and let’s help you clarify your message. After all, your success is our business.