|Have you signed up for Summer Of Clarity? It’s my month-long branding workshop. Together we will get clear on what it is you ACTUALLY DO. This week we are talking about communication.|
YO! How are you doing?
This weekend something awesome happened — I got Alfred to ride on a skateboard.
I’ve been a broken record on this topic lately but here I am saying it again:
Without clarity on who you are and what you do, no strategy, class, couch or course can help you.
Yes, I said couch. NO COUCH CAN HELP YOU OK?!
(Ok, I meant coach, fine. You caught me.)
Anyways, one part of this is just the clarity bit — like knowing who you are, what you are about and having a hook.
The other part is communication.
When you talk about your stuff, does anyone know WTF you are talking about?
It doesn’t matter if you do something you feel must be a pretty straightforward thing to explain, I find that most business owners could stand to be a little more clear.
Most people who are experts at anything approach their topic from their POV.
Your clients don’t think or talk about their problems the way you do. — Tweet this
This is especially true for the people who view their work as art or are very focused on a movement or a big cause inside of the work.
It’s tough to translate because what you do feels TOO BIG for explanation, right?
I totally get it.
How do you translate what you do for the people who need it the most?
The first step is to think about the STORY of your customer.
How is your customer experiencing the problem you solve?
How do they talk about it?
Best way to find out? TALK TO THEM. Don’t just guess. I’d suggest going beyond just a survey and getting on the phone with at least ONE person and hear how they talk about their problems.
You can post in Facebook groups, reach out to especially engaged members of your community OR just put the request out in the ether.
Here is a template for reaching out to new people to talk to:
Do you struggle with/want/need ___________?
I’m working on something special and want to talk to a few people about their experience with _________.
In return, you’ll get infinite karma points plus a little something special from me for your time. What is it? Oh, it’s a surprise! You gotta get on the phone with me to find out.
Just hit reply to this email/message/whatever and I’ll reach out to schedule a time to talk.
Thanks a million,
Once you get the language, match that up with your copy. How can you change it so you are actually connecting to what your customer truly says about their problems?
The next big part is to make sure that all of your language around your business is VERY concrete and clear. I call this tornado-proof copy. That basically means that instead of flowy fluffy language that doesn’t mean anything, people TRULY get it.
Instead of just saying — “I want my clients to be happy” think about how it looks. How does that feel? What changes for them?
I help people __________.
How does that feel?
I talk more about this in my video this week for Summer Of Clarity and I also have a workbook that will help you more effectively translate your awesomeness. You can get it here (it’s another magical link that will sign you up and direct you to the workbook and video.)
Want to ask for help for your thing? Sign up for The Lovebomb Biz Studio, my recently re-launched Facebook page, and we talk all about it.
Also: if you dig this post, make sure you share it to show some love! Just click the social share buttons below, yo.
Peace, Love and Backstreet Boys,