One lesson I’ve learned repeatedly (sometimes I’m a slow learner) is what we think people understand and know about our business does not necessarily synch up with actuality.
As one’s business evolves, we add more products and/or services and, eventually, there is a dilution effect. Our peers no longer understand the focus of our business. The reverse can also be true. People know you for doing great wedding work (for example), but haven’t adjusted to the notion that you service other kinds of events and functions, too. Neither of these states of mind is a good thing.
Forget what you say for a moment. When other people introduce you, what do they say? Do they describe what you, what you do best, and who you do it for, without hesitation, and with clarity?
If not, maybe it’s time to retool your message and restate it, repeatedly, and with clarity.
It has to roll off your tongue. It has to roll off the tongue of your evangelistic advocates, with ease.
Here’s a small, but important project: Write a fresh mission statement. Then, turn it into a 10-second self-introduction. You have to take these two steps before re-educating your industry peers about precisely what you do.
Take the new mission statement, put it on every screen of your website, on the back of your business card, and in the signature block of your email address. Frame it, and put in view, near your desk (for you). Frame it, and hang it on the wall, if you have a waiting room.
An amazing change will happen, over time. As you show clarity and focus about your business, the people you interact with will do the same.
That can only result in good things, particularly qualified, sizzling hot leads and referrals. And that starts when people know where you fit in.
Andy Ebon
The Wedding Marketing Blog