Stop Talking In Riddles and Tell Me What You Do

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Do you have trouble articulating what you do?


If you attend a networking function, can you tell me what you do in six words or less or does it take five minutes to explain?  If it takes five minutes, I’m going to take a guess that the marketing for your business is exactly the same. If that’s true then you have a common problem – you talk in riddles.


If you think you have this problem, here are a few tips to help you stop:


Focus on a single benefit


What’s the single most important benefit your business provides? If you’re not sure then find it and focus on it.  A good start is to take a piece of paper create two columns. Name one features and the other benefits.  Write down the features of your product/service and next to it write down the benefit.  After you’ve done this, identify the single most important feature and it’s associated benefit and focus on this when you talk about your business.


Solve a problem


As I’ve said many times before on my blog, businesses are problem solvers. You’re in business because you provide the solution to a need.  When you talk about your business, talk about the solutions you provide. People are interested in how you can help them and generally don’t care about much else.  Talk about this every chance you get.


Talk using bullet points


Have you noticed how much easier documents are to read with bullet points?.  Use the same technique when talk about your business. The key with this is to keep it to three bullet points only – it will make what you say easier to remember.


So tell me, do you have trouble articulating what you do?  Here is an old post of mine that talks about the 6 word test -it might also help you come in with 6 words to describe you business. The important thing to remember is to be clear and concise – it will help improve your marketing and make you more memorable.

About the author

Chris Dale Chris Dale is the founder and Managing Director of MarketingHQ. He is a Certified Practising Marketer with over 15 years senior marketing experience. He helps small and medium sized businesses create great marketing strategies and systems that grow their businesses. You can connect with him on or on LinkedIn.

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