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Make your offer crystal clear

ice cube or make your offer crystal clear

It’s the one thing that holds so many companies back, and it comes up time and time again. It seems obvious yet it ties people in knots. We’re talking about the question of clarity.

This month at Valuable Content we’ve been working on several projects distilling the messages of new clients, and working on masses of content creation for existing ones. We’ve been wrestling with the importance of getting those most basic messages clear, so we thought we’d share our thoughts with you.
Before you think about starting your marketing, get your story absolutely straight. If you want to get really good results out of marketing, put time and effort into making sure your proposition is crystal clear.
No amount money on your website, no amount of tweeting, blogging, or public speaking will get you the results you really want if people don’t really know what you do. Want to get more referrals and leads? Be clear on what you do and who you do it for. Let people know what you want to be famous for, and then spread the word.
We know it’s difficult. Many business owners fear closing the door on potential opportunities, and see being pigeonholed as a recipe for lost sales. The temptation is to want to be all things to all people, but this leads to nebulous positioning. Dilute your message and it becomes weaker. The result?  No one truly understands what you do. So what can you do?

5 ways to get clear on your message

It’s all very well saying you need to get your offer clear, but how do you achieve this clarity? Here are 5 ways we help our clients to get to the heart of their business message:
1. Look at what you do from your clients’ perspective, not from your own. Your clients don’t care about your products or services, they want to know what’s in it for them. Put yourself in their shoes.
2. Talk to your clients. Everyone talks about knowing what your customers want, and listening to them, but if you want real clarity you should ask them directly.
3. Think like a book author. We find that the clients we help to produce a business book have a blinding moment of clarity on their business proposition too. So, think like a book author. If you were going to distill all your knowledge into a book for your client base, what would it be about? What would it say?
4. Get some emotion into your offer. People respond to emotion, not logic when they’re buying, so appeal to hearts as well as minds.
5. Get some outside help. This is really, really hard to do by yourself.  Get a view from the outside. Hire a copywriter like me to help you here.  Helping businesses get to the valuable heart of what they do, and creating the voice to tell their story, is what I like to do most.
So what are you waiting for? Get thinking, asking, and talking. Cut out the waffle surrounding what it is you do, polish up the jewel at the centre, and shine!

And if you need help getting your proposition clear, give me a call on 07985 015300

More articles to help you get your proposition straight:

Be the expert

How to stand out from the crowd

Know your audience

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