We live in the Twitter generation where the average consumer’s attention span is about 8 seconds long. As a business owner, you need to be able to sum up what you do, for who, and why it’s important in one sentence or less. If that sounds like a challenge, don’t worry. By knowing your audience and honing your writing skills, you’ll have a short and sweet business description in no time.
Understand Your Audience
Knowing your audience is the key to effectively marketing your business. Think about your ideal customer. What are their specific needs, wants, and stressors? What characteristics make them the perfect person to buy your product or service? Are they a mom, a teacher, an artist? What is unique about your product that will improve or add to their life?
You can also identify your audience by demographics, aka age, gender, location, income bracket, etc. Narrowing your potential customers down this way allows you more insight into their lives and habits.
Just because you exclude a certain demographic from your target audiences doesn’t mean you won’t take those customers; it just means that you’re specifying your market. You want to be as specific as possible when you’re talking to your audience because it allows you to speak directly to their needs and pain points, making your message more impactful and effective.
Write Compelling Copy
Once you’ve done a deep-dive into your potential customers, you need to write clear and compelling copy that will meet them where they are. Go back to the needs, wants, and pain points you outlined and utilize those in your business description. Follow your brand’s voice and tone and write copy that is not only compelling but also sounds like you/your brand’s personality.
Prioritize Clear & Simple Messaging
It can be easy to get caught up in trying to address every single customer need, want, and stressor, but it’s best to keep your business description short and sweet. Lots of businesses go on and on about what they do and end up either running their audience off or boring them to death.
Keep it simple. Make sure your audience can understand exactly what you’re trying to tell them and what you want them to do. Identify the number one selling point of your product or service that you offer and explain how it will help your customers and enhance their lives. Then, let people know what you want them to do. Do you want them to make a purchase? Make contact with you? Sign up for your newsletter? Be as clear as possible.
Is getting clarity on your businesses unique selling proposition one of your goals this year? Schedule a free 30-minute session with me to chat about how creating this clarity can impact your bottom line.