Your services can be generic, but your message can’t be

In the early stages of their business, coaches, consultants and small business owners often struggle to come up with really strong messaging to describe what they are selling, and this has a huge impact on their ability to raise money, find customers, and attract employees.

This is not that surprising, as it can be really hard to arrive at great messaging that is simple and appealing.

This focuses on how to get messaging and positioning right so you can have a business that's profitable and enjoyable.

There are two reasons why you need to have a clear message about what you are offering:

1. You need it to connect with customers, investors, potential employees, the press, etc. and if you don’t have a simple, compelling message, they won’t bother to learn more. They won’t take the time to learn about, and ultimately love and share your product. More so, if you don’t steer how people think about your product, the market will make up its own version which may not match your vision.
2. Every touch point a customer or potential customer has with your product or company will shape their view of you. It’s critical that each of those touchpoints send the same message. When you create a clear brand message, it ensures your team is fully aligned. This gets everyone moving in the same direction, telling the same story and creating consistent touch points for your customers.

Your services can be generic, but your message can’t be.

Your primary message, as viewed on the home page of your website, or in that elevator, has to be exciting to both yourself and your readers.

It has to convey value, and it has to make your prospect want to work with you, and nobody else.