Describing a Complex Service By Jacqueline Drew, B.Comm President, START Marketing Inc.
www.startmarketing.com
Do you offer one of those services or product lines that’s so complex or technical that laypeople just can’t seem to understand what it is you do? Well, here’s a process that’s bound to help. Write down a brief description of your business in your word processing package. Then go through each word separately and ask yourself, “What does that word mean? Is the word technical? Is it vague?” Then, find other words that are less technical, or more visually descriptive, and swap until you drop! Also mention the kinds of customers you serve, the problems they bring you, and how you solve them…emphasizing what makes you different. Aim for about a 30 second spiel. Print it off, and read it out to your spouse and friends. Make any changes they suggest, and then go to work memorizing, talking to yourself in the shower or car, until you sound clear and natural. In time, you’ll start to see your work pay off with referrals from people who finally can understand what you have to offer.
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Jacqueline Drew
(Visit Jacqueline's Website)
Jacqueline Drew is the President and
Principal Consultant of START Marketing, a
marketing consulting and sales training
business based in Calgary, Canada. She is
a national radio columnist on CBC Radio in
Canada, and has consulted with hundreds of
clients across a broad range of
industries.
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