Streamline your business description
One Sentence pitch : describing your business in a nutshell
When describing your business, it’s essential to be clear and concise. This article was initially written to support clients who were attending a speed networking event – in this case speed was of the essence. BUT describing your business in a nutshell can be useful for any networking. Keeping your description short and concise allows potential customers to see what they are getting, and these descriptions are also ideal for using on social media or business cards. With this in mind let’s go through a few steps to help you to understand your business better, understand who your customer is and how to reach them.
Identify your audience
Do you know who your audience is? Understanding your target market will make it easier to reach them. Sit down and take a minute to think about your customers, who are they? Do you mainly deal with other businesses or are they individuals? Can you describe them? Perhaps your business mainly targets women of 25-55 who enjoy the outdoors, for example. Do you have an idea about what their other interests are, and based on all this what are they looking for?
Now, take a little time to refine your audience, pick out the most important and relevant parts of your descriptions. Can you breakdown your ideal customer into a few words?
What is their problem?
So often I see businesses selling external solutions when in fact people are looking to buy solutions to internal problems. So let’s think about that; sit down and list all the problems your ideal customer may have. For example, your customer may be full of ideas on how to market their business but may not have the computer skills in which to get these ideas out there. Have a think about their external and internal problems (for example external may be lack of equipment, internal may be lack of confidence).
It’s time to refine again; what is their key problem? What do they really need solving?
Ok, so we have looked at defining WHO your customer is and WHAT their problem is so what happens next? How does this help to describe YOUR business to THEM?
You are the solution
Everyone wants a quick solution to their problems. Getting your business description on point allows you to direct your solution to a customer quickly and easily. Almost like a ‘it does what it says on the tin’ approach. As consumers we all want to see what we are getting, we want to be able to put trust in others. But how do you become the solution? Start by listing your services and what you offer. Now think beyond that – what do you actually do? For example, I could say: I am a graphic designer. I design logos, websites, and leaflets. But what I really am is a communications expert, I understand people and their behavior patterns and how to amplify my clients voice to reach them. So, with that in mind what desires do you fulfill for your customer, which of your solutions will help them?
Let’s take a last moment to refine this, have another look at your solutions, which solution will best reach your audience?
With these processes complete my business description looks like this: Lil Creative Studio, design for organisations wanting to create meaningful impact. What does yours look like?
#designtip – your business is always evolving and changing. Review this process every 12-18 months to make sure you are still presenting the right message.
I hope these simple steps have helped you think more about what you offer as business, and have enabled you to put together a streamlined description of your business. Hopefully this will allow you to describe your business with confidence and to reach the customers that you want.
At Lil Creative Studio, we’re passionate about helping businesses like yours tell their stories through eye-catching, meaningful visuals. If you need help with your design project, feel free to reach out – we’d love to help.
Don’t forget to follow us on Instagram and LinkedIn for more #designtips
Cover photo credit: Vladislav Klapin on Unsplash
Sign up for practical design & marketing advice
straight to your inbox