In my life as a communications and public relations specialist, I have spent my career being asked: “Can you make us a brochure?” Nowadays that’s often been shifted to: “Can you help me promote myself?”
And always, I smile, nod, and say: “Yes, of course I can do that.” What do you want people to know about you?”
And that’s where people get stuck.
“Ummm, well, that they should hire me/buy from me/know about me, of course!” they say.
Then the conversation goes something like this:
“Ok, why should they hire you?” I ask?
My potential client is inevitably taken aback. Isn’t it obvious why people should hire them/buy from them/know about them?
Well, I’m sorry to be the bearer of bad news, but IT’S NOT OBVIOUS. People don’t know about you.
They’re not forming a line outside your front door. And even if they do know about you, they don’t necessarily know what you can do for them and why they should hire you.
Even the smallest businesses need a vision, a mission and a series of key messages so you’re ready to tell people who you are, what you do and why you’re awesome.
What is it you’re up to in the world?
What role does your business play in making that vision a reality?
And what are the three key things you want people to know about you and your business?
And always remember your Call to Action. Now that they know about you, what do you want them to do with the information?
This is also very important.
So let’s get started: You have a business, you are up to big, big things. All you need are a few clients and you’ll be rockin’ it. Ask yourself this question: If you (or your business) could wish anything for the world, what would it be?
Let’s start with your Vision. This is big. This is what you/your business wants most for the world.
As an example, Starbucks Vision is: To inspire and nurture the human spirit. Many of you may be surprised by this. Starbucks is nurturing the human spirit? That’s big isn’t it? Bigger than a cup of coffee, that’s for sure.
Moving along to your Mission: This is the role you/your business plays in achieving your mission. As an example, again from Starbucks, their Mission is: To inspire and nurture the human spirit, one person, one cup and one neighbourhood at a time.
Being clear about the role of your business in achieving your vision is very important. Starbucks is selling coffee, and an experience, that you will likely feel good about. In fact, your spirit may even feel a little nurtured while you are taking that break in your day.
Breaking it down even further, if there were three key things you wanted people to know about you/your business, what would they be?
These are your three Key Messages.
I haven’t asked Starbucks, but if I were to go in and ask them what their three key messages were, they might say something like:
- We serve great coffee
- This is where you can go to relax and take a break in your day
- You will feel good after you buy a coffee from us
Further to that, there will be many, many supporting reasons why each of those three key messages are important and multiple marketing campaigns can be created to support the many sub-messages.
But it’s important to start with your top three things you want people to know about you/your business.
What are yours? Write them below so we can all see why we should hire you/buy from you/know about you.
After that, you are well on your way to being able to start writing that brochure/web page you’ve been struggling with. AND, best of all, people will know why you are awesome, and are more likely to buy from you as a result.
About the Author, Susan Elford
Susan Elford, PR Strategist & Leadership Coach, works with start-ups and seasoned entrepreneurs to help them get real about their strengths and celebrate them so they get more of what they want; clients, exposure and success, while living a life of balance.
Visit Susan at www.elfordcommunications.com for traditional PR support and www.susanelford.com for a look into how she works with her coaching clients.
