To get clear on your sales & marketing message:
- Don’t talk about your product or service
- Don’t talk about you or your company
- Don’t talk about social proof
Instead – talk about the problem you solve for your customers.
How? Try this three-step exercise.
ONE: List the things you do to help your customer:
- Avoid
- Eliminate
- Overcome
- Clarify
- Simplify
- Reduce
Notice the themes that emerge.
TWO: expand on why this matters to them.
Does it impact:
- ROI, costs, bottom line
- Brand, reputation, legacy
- Risk, security, safety
- Leverage, growth, ease
- Time, bandwidth, productivity
- Morale, joy, engagement
THREE: put it in one sentence so a third-grader can understand the problem you solve for your customers.
That’s it!
Example: You know how people don’t always communicate clearly at work – I help eliminate that to protect organizations from wasting time and money so they can help more people.
Even more refined: Poor communication sucks the life out of organizations? I eliminate that.
That’s a problem worth solving!