Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
You might not be able to answer this either
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Hi, Reader! I spent a few days away with friends last week, skiing in northern Michigan. It was a much-needed break from the chaos of January. We all arrived on Wednesday afternoon. Four couples who have all known each other half our lives or more. We always go out to eat the first night, because no one wants to cook after being in the car all day. Sitting at the table that first night, over a local IPA and great pizza, I got to talking with a friend who works in sales for an industrial supply company. He's very good at his job and makes great money doing it. We were talking about how difficult it is to explain his business simply because they do so much. He said he was working on his elevator pitch...
Me: Ok, let's hear it! What do you do?
Him: I help your business solve problems.
Me: Hmm...Ok... What kinds of problems?
Him: Lots of problems!
Me: If I need my kidney removed, can you solve that problem?
Him: Ha! No.
Me: My car makes a funny noise when I turn left. Can you solve that problem?
Him: No...
You get the point. Yes, he certainly solves his customers' problems. He's a great salesperson, skilled at identifying core problems and providing effective solutions. Yet telling someone you just met that you "solve problems" can be confusing and risk losing their interest. A LOT of problems exist in the world, so their mind is just going to wander immediately and get overwhelmed when they try to narrow it down based on context clues or the logo on your shirt. If you can't quickly articulate the problem you solve and why it matters in a couple of short sentences, you're probably confusing potential customers and losing business. It doesn't matter how good you are at what you do if people can't understand how it makes their lives better; you're not growing to your full potential (or at all). If you're sitting there thinking, "Hmm, I'm not sure I can answer the question of what I do simply and clearly, either," then we need to talk.
Make this year the year you, your team, and your marketing are all aligned on how to talk about your business in a way that makes your ideal customers WANT to take action and hire you. Schedule a FREE 30-minute consultation with me and take the first step to clear marketing and a growing business. |
Confusion Kills. Clarity Thrills.
Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
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