Can people understand you when you answer the question, "What do you do?". I teach people how to describe what they do in ONE short sentence so they're understood, referred, and hired.
📚 Nobody cares about your "brand story"
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Hi Reader! I just came from a networking event and someone mentioned they were working with a coach on their "story." I was like, "uh oh." At the end of our chat, I asked her how I could help her and she said, "I'm offering a group program in the fall so if you hear of anyone who needs my help, send them to me." If I go to your website and the language is vague and broad, I can't tell if I'm a good fit or if anyone I know could use your help (no referrals possible). If I'm reading your LinkedIn profile and your whole description talks about your story, your passion, why you do this work, and you never tell me what you do, I won't invite you to be on my podcast. If I see your social media posts and the topics are all over the place, I can't "see" what the deal is because the topics are disconnected threads, I can't tell what makes you an expert. Your words communicate your value Here's a quick way to test whether your words clearly tell people what you do and how you can help them: Ask five people to go to your home page and tell you what you do based on what they see. |
Maggy Sterner Brand Message Strategist
Can people understand you when you answer the question, "What do you do?". I teach people how to describe what they do in ONE short sentence so they're understood, referred, and hired.
Hiya Reader! Why does your business exist? What is its purpose? Yeah, I know - it's a deep question and the one we never think to answer when we launch ourselves into the world.When you know the answer, you'll be <this much> closer to understanding why someone should hire you, join your class, or attend your webinar.I spent a couple of hours with a client yesterday answering ONE question: Why does her program exist? Yes, it takes time - and the willingness to really dig into the what-ness of...
I don't know if you do this, Reader, but I just landed on a ton of LinkedIn profiles where I could NOT tell what the person did because they used cute, incomprehensible words to describe it. If I'm searching for someone who does what you do because I need to hire them or I have a client I could refer to them, Ima use plain old simple words. Something I'll never search for: a chief anything, storytelling goddess, website magician, marketing ninja, or sales guru. If I can't understand what you...
Hi Reader Here's a situation I hear about a lot and a common question I get asked by multitalented folks (or, speaking for myself, "I'm bored! Next!")."I work with different companies across different industries. It's hard to think of one sentence that works for everyone. How do I find only one way to say it?" Maybe you do need more than one pitch for different audiences, but whatever you say almost always wraps around what I call the "Golden Thread" that runs through it. I’ve done a lot of...