In case you hadn’t guessed by now, I’m working my way through the fundamental questions you need to apply to almost anything to do with your business and especially the way you communicate it:
Who
What
Where
When
How
Yes, I’m approaching them in a slightly different sequence but however you apply them – and you need to apply them all – they work the same.
These are the questions you use to frame your offers, your sales pages, your entire business…
Because they bring a vital clarity to what you are doing.
So today’s exercise focuses on your ‘what.’
What do you stand for?
What is it you are offering?
What makes you different?
What makes you unique?
What does your customer or target audience get?
That last one is essential because every single member of your target audience, in fact almost every single member of the human race, is driven by one question when presented with an offer or opportunity and that is:
What’s in it for me?
Which means that especially when it comes to an offer, and by that I mean any product or service you present and how you present it, then you need to know what it is, what benefits it brings and summarise that as succinctly as possible.
Preferably in one sentence or less.
So I could describe the current offer in which I am participating as:
A bundle of products worth over 2K priced at $27 from leading PLR publishers including me.
That tells you exactly what it is, what benefits it offers (great products from reputable people at a huge knockdown discount), what it will cost and the value you will get in return and what my connection is with this offer.
Try it yourself – think of something you currently offer whether that is a product, a service or even something you would like to offer and express that in one sentence that communicates the benefits and value as well as the content.
Remember WIIFM (What’s In It For Me?) and load those benefits and the value upfront.
Got a whole list?
Great but you need to whittle it down until your ‘what’ is so clear it can be conveyed in just that one sentence.
Now do the same for you, your business, the business you hope to build…
The clearer you get, the easier it will be to convey it to your target audience who will then get it and get you. If they like what they get, they’ll stick around for more. If not, no worries. They weren’t the right audience for you anyway.
Try it now and let me know how you get on. I’ll be back with the rest of those all-important questions you need to apply to have the business and the life that you love…
Because you have taken the time to work out what that really is.
