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.
Describing a Complex Service - To learn more about this author, visit Jacqueline Drew's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
Describing a Complex Service
|
| |
Many businesses offer technically complex services which are not easy to describe to the layperson. This can often impede referrals because of lack of communication or understanding. This article offers ideas on ho...
|
How to Create a Compelling Vision for your Business
|
| |
Your company’s vision statement is the statement of its potential and of what you want your business to become. Your vision statement should be meaningful to you and your organisation. It should be shared will all o...
|
Stuck for an idea?
|
| |
Truly creative ideas often seem very simple - once somebody has thought of them. But how do you get a truly creative idea? Here are some ways to generate your creativity.
|
Know Your Market
|
| |
Whether you are starting a new company, launching a new business initiative or spinning out a company, the first and most important thing you must do is know your business. I think there are two constituencies that ...
|
How to Generate New Business Telling People What You Do
|
| |
What do you tell people when asked what you do?
Many small business owners and independent professionals repeatedly miss great opportunities to generate new business or develop leads by answering the "what do you...
|
|
|
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.
|
|
|
Jacqueline Drew's
Complete
List Of
Marketing
Articles
|
|
|
If you enjoyed this article, get Jacqueline Drew's Complete List of Marketing Articles For FREE!
|
| |
|
|
|