The curse of knowledge sometimes prevents us from speaking simply about what we sell. As business owners, we often need an outside perspective to help us create clear, simple messaging.
Imagine a scale of 1 to 10. If you’ve invented a widget, you understand that widget at a 10. You know everything about it and all of it’s possible uses. However, I have never heard of your widget so I understand it at a 1. IF what you offer solves a problem for me, I will buy it when I understand it at a 2. However, most leaders and widget creators tend to sell it with a message that is closer to an 8. That means that you are asking me, the consumer, to move from a 2 to an 8 before you give me the ‘buy now’ button. It’s the equivalent of asking me to chase you through the grocery store to catch the checkout lane. I just won’t do it and neither will you. Simplifying your message adds clarity. People are drawn to clarity!
When I was starting my business, I was in the same boat. I wasn’t exactly sure how to tell people what I did. Marketing is a whole lot of things and whomever I was talking to tended to understand it through a unique lens. So, I read the book, Building a Storybrand. With the framework, I was able to clearly define – for myself and the people I wanted to serve – what exactly I do. I provide messaging, marketing planning and marketing materials to small businesses and nonprofits.
Because of the amazing experience I had applying the Storybrand framework to my business, I became a Storybrand Certified Guide. That was six years ago. I still believe in and use this framework today!
Creating a clear message is overwhelming when you try to do it yourself. We offer a StoryBrand package that includes three 90-minute calls so that we can learn everything we need to know about your message and craft a complete messaging guide for you.
When individuals on your team are talking about the work you do in different ways, you confuse your customers. Just last week, my husband and I were buying new windows for our house. If you’ve done this, you know it’s really expensive so you want to make sure you do it right. The sales guy was reassuring and walked us through the process, but when another guy showed up to measure, he shared a different story. With a lot of money on the line, it made us really anxious. A clear message that your WHOLE team shares is critical to helping those you serve feel good about your partnership!