Working one-on-one with private clients is incredibly rewarding. In a single day we take all the floating concepts and ideas a business owner has and pull these puzzle pieces into one comprehensive foundational model. At the root of this process is the need for every business to clearly answer this question: Why are you so special?
As business owners we have to find at least one way (and hopefully many different ways) to sell what we offer. Unless someone wants it there is no proof of concept and we cannot derive a growth plan.
Use the right language
The language we use is the key element. We have to choose the right voice and words to concretely define what it is that makes us so special, why anyone would buy it, and why it can only be from us.
Typically, this is a confusing first step for Entrepreneurs because we often think that EVERYBODY can benefit from our service or product. Young or old, man or woman, what we have to offer is good for everyone. As a result, the language we use is non-specific, broad, and trite.
We offer high quality.
We provide excellent service.
We give our clients what they want and much, much more.
These are statements I have read on a thousand websites and brochures. Think about this. What service or product is this company offering? This language can as easily apply to a car dealership as to an ice cream shop. It is not unique, it is not specific, it is not telling a buyer why you are the only choice for them.
What clear communication with clients entail
Every business needs to clearly define the language that communicates what makes you unique. But how do you do it? Here are the four essentials:
Understand yourself and why you do what you do
You got into this business for a reason. You chose this specialty. Dive deep into what fueled that decision and revisit your mission and vision statements. Usually the answers for how to talk about it are already there. WHY you do what you do is what makes your business so unique.
Identify your ideal customer, your Airtight Avatar
Get crystal clear about who really needs your service or will use your product the most. This person represents your sweet spot.
How do you talk to your client so they quickly understand that you “get” them?
The language you choose makes all the difference in the world. Do you take a casual approach for a younger client, and use more formal language for someone who has been a business professional for 20 years? How relatable and relevant the product or service you offer is has to be demonstrated clearly in your language.
The 5-point checklist
Use this 5-point checklist to critically review your website and your marketing messages:
- Is your language consistent across each webpage and marketing medium?
- Do you demonstrate your subject matter expertise?
- Are you telling them why you are the only logical choice?
- Does your client know what they will get?
- Is your call to action clear?
Once you get these basics down you will find it easier to be more confident about the language you use. Many Entrepreneurs struggle with clear language because they worry about excluding anyone. However, you need to crawl into the heads of your ideal clients to understand what they want so that you can offer exactly that to them.
If you’d like to learn more how you can establish clear communication with clients, check out this AirtightAvatar.com training where we explain these essentials in The Growth Architect’s 5 Star Success Blueprint.
Beate Chelette is The Growth Architect and a results-oriented businesswoman with an entrepreneurial spirit and a proven track record in growing, building and scaling women’s businesses. Once $135,000 in debt and a single mother, she successfully sold her business to a global entertainment media company owned by Bill Gates in a multi-million dollar deal.
Through her online courses, one-on-one training programs and live speaking events, she mentors women entrepreneurs with her 5 Star Success Blueprint, developed with the knowledge gleaned from her growing, scaling and selling her own company. Beate has a deep commitment to supporting women.
She is the creator of The Women’s Code, the fourth step of Growth Architecture that is focused on Supporting Balanced Leadership. Her proprietary methods specifically address women’s obstacles and she leads from experience, having survived in business in a highly competitive male-dominated environment.
She is a respected speaker and mentor and is the author of the book “Happy Woman Happy World How to Go From Overwhelmed to Awesome”, a book that corporate trainer and best-selling author Brian Tracy calls “a handbook for every woman who wants health, success and a fulfilling career.”
