Create Clear Messaging for Your Business

Are you losing clients because your messaging is confusing, or unclear? Do you share the positive outcomes clients will experience after working with you or do you bog down your messaging with confusing industry terms? Donald Miller explains in his book “Building a Story Brand” if you confuse you lose. Your prospects want to feel like you are speaking directly to them. So how do you do this?

Highlight how your audience will benefit from your product or service on your website copy and on social media.

When a prospect is searching for a solution to a problem they are experiencing they aren’t initially looking for every detail of your offering/service. They are looking for a solution. Sure, the details are important but before you dive into those specs of why you source your materials from a farm in Idaho, make sure your audience understands what solution you are providing THEM. How can you paint a picture of what they will experience after buying your product or service? 

Focus on your audience when writing copy, not your business. How can you help THEM?
I know it’s really important to you that your grandfather started this business with two pennies and a nickel, but your audience isn’t concerned with that until they’ve bought into what you are selling. These details will make someone value your story ONCE they value your product/service. They are already the hero of their own story, be their guide.  Save these compelling details for your about page.
Have a clear call to action on your website
A clear call to action leads your audience to buy from you. If your website is confusing, hard to navigate, and doesn’t provide an obvious way to buy from you, chances are they won’t. One way to remedy this is to have a clear call to action on your website. Pick a button color, within your brand colors, that pops off the page and sprinkle it throughout your home page and the rest of your website. Make sure the button is consistent.
Ask a friend not in your industry to review your website. Do they understand what you do AND how to work with you?

Research! If an individual who is not familiar with your industry can’t navigate your website or understand the basic premise of what you are selling, it might be time to workshop your website copy. As an expert in your field, it is easy to use industry terms or jargon that others might not understand. Asking for someone to review your website could help you uncover blind spots in how you speak about your product that might be confusing to your potential buyers.

If you are looking for a partner to walk with you to define your messaging, clarify your values and mission, and create a hand crafted brand around these items I would love to partner with you. Fill out my inquiry form below and we will schedule a discovery call to see how we can partner together. 

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If you are interested in learning more about “Building a Story Brand” and creating your own brand script visit their website here.