The Three Messages Every Business Needs….

“What’s my message?” can bring even the most experienced entrepreneur to their knees. You know what you do gets results, but explaining what you do…well that’s a whole other thing!

The idea that a single statement can ‘explain’ us or a single message says it all might be a lot to expect of ourselves and our communications.

I believe that no one message can convey all the depth, breadth and subtleties of who you are and what you do.  And to expect it to is just crazy making!  What you need is multiple messages in your business.  They can all orient around a central theme…your uniqueness.  But creating captivating messages is about articulating key three ideas:

1. What you do (the specific problem you solve or situation you support)

2. What you stand for

3. Who you best serve

Messages that Convey What You Do

You need an answer to the “what do you do” question.  At the top level, answering what you should start with a particular problem you solve or a specific result you help people get.  There are several different formats but the best ones give clarity about who you serve and the results you help them achieve. The bolder messages tap into a deeper emotional element and a specific level of clarity so that when someone hears you, they FEEL what you’re saying even before they’ve thought about it too much.

Here are a few examples:

  • I show overworked executives how to get home for dinner every day and still be the office hero
  • I give midcareer executives a doable plan to take control of their career again
  • I help overachieving women who work too much and date too little finally find a fulfilling relationship

Messages that Communicate Your Powerful Stand

Once you have your ‘top level’ message, you add layers of deeper specificity and emotion to really bring it alive.  One of the most powerful ways to rise above the noise and get the interest of your audience is by taking a clear and compelling ‘stand’ for them.  By being clear about who you serve and what you deeply want to help them create or experience, you deepen the power of your message.  It’s in these layers of deepening that your unique message starts to pop.

There are a few different ways to capture this message, but here are a few examples of ways to structure a ‘powerful -stand statement’.  Use them to play with your own version of who you champion, what you want for them and what you believe to be true.

  • I champion the pioneers, mavericks, change makers, rule breakers and challenge them to use their innovative ideas to build a highly influential business.
  • What I want for you is…to overcome any hesitancy to take your message bigger so you can finally have the impact you crave and the income you desire.
  • I believe your business should be completely suited to you and those you are meant to serve.  Anything less isn’t worthy of your time and talents.

Messages that Communicate Who You Best Serve

Use language to attract clients who are READY, WILLING and ABLE to invest and take action.  You may want to use particular phrases that differentiate those who will do well with your style, stand and approach.  Look back over the clients you’ve most loved serving…and that have gotten amazing results and ‘profile’ their motivation, approach and general attitude toward the work you did together.  Use this insight to craft phrases that clarify who you best serve.

Some potential phrases include:

  • This is right for you if….
  • This is designed for [Action Takers] who know that…
  • This process works best for those who have an [open mind, open heart and are willing to experiment/play]
  • To get the most out of this, I highly recommend you…

I want you to feel confident and ready for bigger and better opportunities to flow into your business.  And yet I know that if you don’t feel clear about your messaging, if you feel foggy about who you are, our unclear about what stand for and who you specifically serve there is a tendency to hesitate.  Lack of clarity limits your ability to feel ready for the bigger opportunities even when they show up.

So my request for you is to play with your messages today.  Use the examples and thought starters in this article to get you going.  Don’t worry about getting it perfect.  There is no perfect message.   Think about it less and feel into it more.  The best message for you will FEEL right even before you are sure it sounds right.  Let me know how it goes for you by sharing your comments below!

One Response to The Three Messages Every Business Needs….

  1. Love the clarity and impact each of these statements can make, Shawn. Thanks for showing the way! Enjoy a relaxing vacation,
    Andrea

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