Sorry, I know that isn’t a very good title from the point of view of feeling good about yourself so I had better explain further!

If you take a look at almost any website out there you will generally see a section titled: “about us”. It is very common and understandable, after all, who wants to go to a site where you are not clear who they are or what they do? In fact you will see a section “about” on my website (www.balancelifework.com) so I do this too!

However, about us sections will often contain a catalogue of information about the company, it’s products, maybe accolades that they have one, perceived unique selling propositions etc. This is also, typically, how people introduce themselves whenever they are asked to describe their company or what they do. In other words they “tell”.

This is all very well but, in fact, most people are really not that concerned about you, either personally or as a company. I know that sounds harsh but think about it for a minute. Think about how you feel as a buyer of goods and services. You are primarily concerned about your problems and how to make your life better - fair?

So people tend to think more about themselves than about you. Unless your website or 30 second introduction or presentation addresses these wants/needs/problems/desires in a way that MAKES SENSE TO THEM, you are far less likely to gain their attention. In other words the accolades and awards you have won don’t mean much to them unless it is clear that it will solve their problems.

So, think in terms of your best client. What do they say about you to other people - in other words how did you help them SPECIFICALLY. What problem did they come to you with or did you discover with them as you worked together and how did you resolve that. That is one of your key messages that you can take to other people.

Of course, it really helps to define who your ideal market is and that is the subject of a future post. For now, it may help to think about the problems you solve and how to turn that into language that has resonance with prospects, talks to them at their level and identifies the problems or pain that they have (maybe weren’t even aware they had). A good place to start? Ask a selection of your clients!