UXL Blog

I’ve talked to plenty of small business owners and solopreneurs who are absolutely, positively convinced that their business is the best thing in town. They can solve problems, make improvements, and deliver cutting edge innovations. And they might be right. Their business may offer valuable products and services.

So why isn’t everyone and their neighbor making a beeline for their door, eager to hire the business?

It might have something to do with how the business is presented.

Oftentimes, businesses do the obvious: they tout what they do. They discuss their products, features, and benefits. Sometimes, that’s enough, but more often than not, this kind of pitch will fall flat.

Any company can talk about what they do, but what really sets companies apart is the emotion behind the delivery. Instead of trying to explain what you do and how you do it, talk about why you do it. What drives your business? What is at its core? Why are you personally excited about your company’s offerings?

It is this kind of emotional connection that helps companies like Apple succeed. Apple has created a loyal following because they are passionate about innovation and design. They’ve built a reputation that says “quality product.”

What your prospective clients want to know is what sets you apart from “the other guy.” How do you differentiate yourself and stand out?

Use emotion-laden language to discuss what you do. Don’t just say, “We design top-quality widgets.” Say, “Our team is passionate about the user-widget experience.” Or: “We are excited to bring you unparalleled innovation in widget technology.”

So, how do you create this kind of language around your product? As Simon Sinek says, “Start with why.” What is the motivator behind your work? Why do you care? Why are you better than the competition? Why should your target audience care?

Take the time to mull over the WHY of your business and then start a dialogue. Talk to co-workers and potential clients. Deliver the “rough draft” of your message and see if it resonates with them. Then, tweak it until you’ve got it right.

I want to see your business succeed (and I know you do too!). It’s time to abandon the “We are Company ABC. We do XYZ” language and center your message around your “why.”

MARGARET SMITH IS A CAREER COACH, AUTHOR, INSIGHTS®DISCOVERY LICENSED PRACTITIONER, FOUNDER OF UXL, AND CO-FOUNDER OF THE TAG TEAM. SHE HOSTS WORKSHOPS FOR PEOPLE WHO NEED CAREER OR PERSONAL GUIDANCE. YOU CAN VISIT HER WEBSITE AT WWW.YOUEXCELNOW.COM

Tags: entrepreneurship, generate excitement business, margaret smith career coach, Margaret Smith UXL, marketing for your small business, Promote your small business, Talk about business, women in business