Have you ever struggled to explain your business in a way that makes people instantly understand your value? Whether you’re networking, pitching to potential clients, or introducing your business online, nailing your explanation can make or break the connection. Let’s dive into how to articulate what your business does so people not only get it but also want to work with you.
Why Clarity Matters
When people hear about your business, they should immediately understand:
- What problem you solve.
- Who you help.
- How you do it.
If your explanation is unclear or too complex, potential customers may lose interest or assume you’re not the right fit for their needs.
Step 1: Start with a Simple Sentence
At the core, your business description should be easy to remember and repeat. Use this formula to get started:
“I help [target audience] achieve [specific result] by [your unique process or service].”
For example:
- “I help small business owners simplify their website technology so they can boost customer conversions without the stress.”
- “I assist busy parents in preparing healthy meals through easy-to-follow cooking classes.”
This approach zeroes in on your value without overwhelming the listener.
Step 2: Highlight Your Unique Value
What sets you apart from others in your field? Maybe it’s your streamlined process, exceptional customer service, or a specific tool you use. Weave this into your explanation.
For example, instead of “I build websites,” try:
- “I create conversion-focused websites for small businesses, ensuring they feel energized and confident about their online presence.”
Step 3: Avoid Jargon
Your audience likely doesn’t speak in industry buzzwords. Use language that resonates with them, focusing on outcomes they care about.
For instance, instead of saying “I offer SEO services,” try:
- “I help businesses rank higher on Google so more customers can find them online.”
Step 4: Tailor Your Message for Different Audiences
While your core message remains the same, you might tweak it depending on who you’re speaking to. For example, when talking to another business owner, you might highlight collaboration. When addressing a potential customer, focus on the direct benefit to them.
Step 5: Practice Your Pitch
An effective business description feels natural, not rehearsed. Practice it until it rolls off your tongue effortlessly. You want to sound confident but approachable.
Step 6: Reinforce It Everywhere
Your website, social media, email signature, and even your voicemail greeting should consistently communicate what your business does. Consistency builds recognition and trust.
Ready to refine your message?
Take five minutes today to write down your business description using the formula above. Then, test it out on a friend or colleague and see how it resonates. You might be surprised how powerful a clear message can be!
If you want to hear more examples of articulating your business, listen to our latest eCommerce Made Easy podcast where Carrie shares how to create an elevator pitch that gets people excited about your business and why having one is absolutely essential for your success.
