“Uncovering the one thing that best describes your clarity of purpose may not easy. It can take time and effort to simplify your idea and more time and effort to express it succinctly and eloquently. But once you know what it is that makes your business truly relevant you will find it easier to focus on the tactics and strategies that bring customers to your door, and that will generate the success your business deserves.”
With the desire to attract as many customers as possible, businesses often make the mistake of trying to be all things to all people. While this strategy seems to make sense from one vantage point (if you offer more things you should be able to appeal to a wider range of buyers) it is actually counter-productive at establishing a niche position in your industry. In a marketplace inundated with information, conflicting messages and sales pitches, overwhelmed consumers are looking for clarity and simplicity.
In order to cut through the clutter, you will need to refine your business communication so that what stands out is the one thing that will make you memorable and believable. You may have a long list of features and benefits – and good for you – but what will matter most is what becomes clear in the minds of your target audience as the one thing that connects them to your brand in a way that has meaning for them.
Though developing a unique selling proposition has been part of good business strategy for years, today’s connected and ‘social’ customer demands authenticity and transparency from business like never before. Forging a meaningful connection is not so much about pushing out your message, but about developing a clarity of purpose that is relevant to your audience, and that will foster engagement and build trust.
That means, to be effective you need to be connected to your business idea (your mission statement, your higher purpose – or however you want to phrase it) in a way that is genuine and that can be communicated with conviction. Rather than making a long list of promises, you will be better-served by crystallizing a single, clear idea that both you and your customer can believe in and champion.
To help define your clarity of purpose, ask yourself these questions:
- What inspires me about my business?
- How can I help someone with my business?
- How does my business matter to the community it serves?
- What does my business do different or better than my competitors?
- What is the emotional component that my business satisfies for my customers?
- What is the emotional component that my business satisfies for me?
- What are the principles that define my business mission?
Once you develop the one thing that best answers these questions, you have the basis for crafting your messaging, positioning your business relative to your competitors, and building your brand. If you can uncover and articulate the underlying clarity of purpose and the emotional drivers that shape it, you will find it easier to connect your brand to your audience. It is through this type of meaningful connection that your message has a chance of being known, being remembered and being trusted.
Uncovering the one thing that best describes your clarity of purpose may not easy. It can take time and effort to simplify your idea and more time and effort to express it succinctly and eloquently. But once you know what it is that makes your business truly relevant you will find it easier to focus on the tactics and strategies that bring customers to your door, and that will generate the success your business deserves.
Do you have any thoughts on how to best uncover the one thing that makes your business relevant? If so, please comment. I would love to hear from you.
Make love, not spam