While structuring and launching a business can be tremendously exciting, and it is, it also requires diligent focus to take into account every detail you can, details that could influence your business for better or worse. We might have curated an excellent strategy or considered an amazing purpose, but you may find that unless you can translate this value to the market at large, we’ll no doubt be in trouble.
Of course, many professionals understand this. And yet sometimes, they can fail to look at exactly what principles help them in this effort, and what they are in aid of. For instance, sometimes, being able to properly explain your business and what it offers is an essential part of competently bringing in clients old and new, or in launching a new product, or in simply allowing your staff to truly comprehend what your goals are and how you might achieve them.
In this post, we’ll discuss some of the core principles that can aid you in that effort, and what this might mean in the long run. You’ll no doubt be thankful for the effort:
Clear, Concise Language
Clear, concise language is an essential and worthwhile practice to consider. It really does make a tremendous difference. You may find that those who write marketing copy (especially those new to the practice) are especially interested in using flowery language, or perhaps a business owner may find themselves wanting to describe their outfit it the most grandiloquent terms. See? You can see how easily this intent can bleed through into what should be a simple explanation and guide.
For this reason, practising clear, concise language is essential, unless you are trying to gain a very specific kind of client. This includes explaining your product, your privacy policy, your subscription tiers, how to manage an account, and more. Use an accessible reading age and measure all of your content that way. This sounds patronizing, but it isn’t. It’s simply accessible. Remember that your best customers or clients may not even have English as their first language. We win no points by being needlessly impenetrable.
It’s important to know who you’re speaking to in the first place. Conduct some research into who is most likely to use your services. Are you aiming to advertise to other small businesses you can service? Or perhaps those facing legal trouble based on immigration laws that are hard to understand? Perhaps you just want to sell children’s toys, okay, but at exactly what age, and how can you approach the parents to convince them to purchase your product?
All of these elements will require very different approaches, blending professionalism and industry jargon, approachability and ease of language, or excitement and trustworthiness in a very different blend for each example listed here. We cannot curate that approach without knowing who we’re speaking to.
Understand What You Service
It’s essential to understand the needs you service as a firm. This allows firms such as Conduit Digital to more easily recognize where your value lies, and how this can be presented to an end-user or client. It means understanding the full scope of our service packages and how they interact with those in our industry. It’s about taking some time for ourselves and developing coherent strategies to better present our business in a new light, even if that means totally rebranding. In this way, there should be no blank space between who we are, what we offer, and how we’re presented.
Understand Your Business For What It Is
It’s very important to understand the scope that your business operates within, and that you market within those principles. It’s simply no good to overpromise and underdeliver, which sometimes, firms can feel is just how marketing works to begin with. It’s not, and companies get a reputation for it. Everyone knows that a certain fast-food chain beautifully photographs its products only to provide you with much smaller, much less presentable options when you come to purchase.
Does that mean you have to dismiss your own brand or avoid hyping your marketing material as appropriate? Of course not. It does mean, however, understanding exactly how you can be realistic, and level with your customers. Sometimes, this might simply mean pausing taking on new clients because your workload is overflowing. That can be healthy from time to time, as despite being turned away, a client will appreciate your candor rather than giving them a sub-standard service.
With this advice, we hope you can understand, address and use the core principles of explaining your business enterprise.
