Can a Child Grasp Your Message?

Can a Child Grasp Your Message?

How easy is it for a 10-year-old to grasp your message?  Let's analyze your compelling message about what you do in your business.  It is quite important that you develop a clear and persuasive message about what you do–so clear that a 10-year-old can grasp it.

When you talk about it, make sure that you share it in a way that addresses the exact people that you help and what you specifically help them with. If you fail to do this, no one will get it, no one refers you, and no one wants what you have. The same thing is true when someone asks you what you do and you respond with a generic version of your services such as "I am a musician", or "I am a masseuse" or "I am a coach".

Even though you know that you have your own special approach and talent, the prospect doesnot. When you say dull things like this, you get lumped into a category with all of the other thousands of people doing the same exact same thing. This is what the people you are trying to get to be your clients are thinking. And this is why they do not want to pay for your services. They know that they can always get it somewhere else and maybe even for less money.

For example, which of the following statements make your eyes light up?

  • I'm a Business Coach or I help artists make sustainable income through their passion
  • I'm a Musician or I create music that helps people fall in love again
  • I'm a Weight Loss Coach or I help first time mothers lose their pregnancy weight naturally and fast without dieting
  • I'm a Dating Coach or I help busy executives find their soulmate
  • I'm a Divorce Attorney or Everyone wants a happy marriage, but when that doesn't work out I help them get a divorce with decency

Biggest Mistakes Solopreneurs Make With Their Messages

  1. No one can understand them.  They may comprehend it in their minds, but they are not valuing it.  Being misunderstood is a frustrating situation. I know that some of my clients are able, over time, to convert people in those situations into paying clients, but it shouldn’t take as long as it does. So those messages are costing you time,  Time in business is money. It just shouldn’t take that long.  Most people say their labels, which are very dull.  Or, they want to share their process with you. This is like the plot summary of a boring movie and people’s eyes glaze over and they stop listening.
  2. The messages are always changing. They’re constantly reinventing or revising. I understand the impulse, because people are unsatisfied with their messages and so they’re constantly re-writing them.  One of the many problems with this is the timing. Lot of people are revising their message when they’re sitting in a meeting where everyone is going around introducing themselves. You can bet that several of the people at that table are frantically re-writing their message in their heads at that moment.  ell, you know that that is not going to be an effective message; it’s not going to be your best message.
  3. The messages don’t build trust. When there is too much variation in your message, people start to doubt it. It may be subtle and it may even be happening on an unconscious level. Hearing the same basic message, literally in the same words, gives the listener confidence and trust that you really do what you say you do.  If they are hearing your message for the first time and you are stumbling over words, waffling, being unsure or sounding like you’re creating it on the fly, they will feel as though you yourself are not sure about your own message! If it doesn’t come through with conviction and confidence, we have a sense of doubt (“Are you sure? Is that really what you do?”). 

Create a Message That  Attracts Clients Faster

An effective marketing message has the following four qualities:

1.  They are CLEAR.  Prospects get it.  This is the difference between needing a Powerpoint slide and 30 minutes to explain what you do and having a 30-second message that immediately gets your prospect's attention.

2.  They are COMPELLING. These messages have perfect clients asking for your business card in seconds. A compelling message is the reason someone says, “OMG, I need your card.”

3.  They are CONSISTENT. Obviously, when you know you can be getting ideal engagement from a prospect, you are going to want to repeat that success over and over.  A consistent message is simple to memorize and simple to deliver with conviction and confidence.  It reliably attracts attention and you can stop having to craft a message on the fly in your mind (which allows you to listen to what others around you are saying, which you are not doing it you are in your head crafting your message). 

4.  They are AUTHENTIC. The message speaks from your heart about the promise you make to your clients. When you do what you do, deliver your full value, you are fulfilling that promise. It is a powerful experience that builds trust.  This authenticity comes through in your demeanor and your energy and it is attractive.  People feel it on a gut level,

 

My Coaching Request

To inspire someone to take action and pay you for your product or service, you must touch them on both the emotional AND logical level.

  1. What are the strongest emotions that my prospective customers are feeling right now?
  2. How can I tap into the emotions that they are already feeling and connect with them on a human level?
  3. How can I put the result that my product or service delivers into emotional, human terms that will motivate my prospect to take action and buy from me?

 

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About Online Biz Boomer Babe

Rachel Lavern is a Certified Business Coach and founder of My Booming Online Business--a blog for middle-age, global, uptown women. She is on a mission to transform entrepreneurs' finances by teaching the action set, mindset and skill set needed to get launched + make money.

Comments

  1. Clear messaging is important. You are 100% right when you say that if a child cannot get it that your ideal client might miss it too.
    Christy Soukhamneut recently posted…Should I Lock or Float My Mortgage Interest Rate?My Profile

  2. These are great questions, Rachel. I especially like that you mentioned the emotions of the prospect. After all, we tend to buy things because we feel we want it or need it.

  3. I love the examples you gave about how you present yourself. It’s so true we know we have our own special approach, but others do not and they aren’t mind readers so it’s up to us to explain it.

  4. It really is difficult to come up with that compelling message that speaks directly to your clients. We all think we know our ideal client, but do we really know them on an intimate level? Do we know how to speak their language? As a health coach, I found it hard to figure out who my ideal client really is. But, once that is figured out, the rest sort of flows. This post was quite timely for me, since I am actually re-thinking all of this now! Great post!!

    • If you don’t learn your ideal client’s language, you will lose them to someone with clear messaging. Listen to the language they are listen, interview them, test your messaging. It was not difficult at all for me to form my messaging because I was once my ideal client.
      Online Biz Boomer Babe recently posted…How to Powerfully Sell Your ServicesMy Profile

  5. Hi Rachel,
    Thanks for sharing the above listed valid tips

  6. My industry, SEO, PPC, websites, blogging… it is easily and often misunderstood.. heck, even social media… but the blogs I write, I have a knack of explaining in easy to understand terms and am told that I have a way with communication.
    Kristen Wilson recently posted…Optimize Your Images Before Uploading Them to Your WebsiteMy Profile

  7. Love the examples you gave. I do just say, I make beautiful jewelry, however, I can say, I make unique, one-of-a-kind beautiful jewelry that will enhance your beauty. How’s that?

  8. Rachel, this is an excellent article on being on-point with your messaging. Sometimes you hear people state what they do and it sounds so “canned” and filled with words that sound impressive but have no context. I like that you frame the message so that a ten-year-old child can understand. A great reminder for clarity and simplicity in our messaging.
    Joyce Hansen recently posted…A better business with neuromarketing.My Profile

  9. Awesome tips Rachel πŸ™‚ So important to make sure your product or service meets the need of your prospect on an emotional level to ensure that they know you have what they need. Your brand’s message must be consistent everywhere and very very clear. Great post!

  10. Rachel, I am saving this post. As a health coach for women over 40 I am having a hard time explaining what I do. I will be spending time with your info. Thanks.

  11. I love this post, cause it is so easy to get all wrapped up in what you’re trying to say that it gets confusing. If a 10 year old gets it, you’re doing it right!

  12. Thank you for this great post. I got a lot of nuggets from it. I am new coach and I am learning all the ropes on coaching. I have connected with a few other coaches master. Keep me posted if you have any workshops coming up.
    Thank you.

  13. Hi Rachel,

    A clear message of what we do is so important. I often think in terms when I write of how a 10th grader would understand it. Maybe I should lower the bar lol. But being clear and simple is one of the best ways to get our message across. I often get responses of thank you’s by people only because I make things simple.

    People are grateful when we do that. For me, there is nothing worse than reading something I need a thesaurus to understand. Plus, no one has the time to get involved in a very long article.

    Also jumping around from one thing to another can confuse people and I’m so glad you have mentioned that. Some people I know still leaves a question mark above my head as to what the heck they are doing.

    Thanks for a great article,

    -Donna
    Donna Merrill recently posted…Should I Quit Blogging Or Should I Stay?My Profile

  14. Love, love, love this! Well done! It just so happens that my blog Aug. 3 talks about business communication from the cliched point of view.

  15. I always talk about using a KISS…Keep It Simple, Silly… when discussing certain essays with students, as well as strategies on the tennis court. Yes, it needs to be clear so a child can understand it; it’s what that person does with her message that makes it great. Love, love, love your lists.

  16. Great minds thing alike, eh? πŸ™‚
    Online Biz Boomer Babe recently posted…How To Think Like A Successful EntrepreneurMy Profile

  17. Hi Rachel

    Wow! Best piece I have ever read on having a clear marketing message. Reading the examples, I could see how much a clear message can be beneficial to a customer. Thank you for sharing. Take Care
    ikechi recently posted…Blog-Alone: What it Taught me About Developing AlliancesMy Profile

  18. Rachel, an excellent post! You have hit the nail on the head. When attending networking events with my husband, I have noticed I tend to tune out the ones who list everything they do as well as the ones who stumble through their ‘commercial.’ I love your example of making your message clear enough for a 10-year old to understand. It is a great mindset to have to help potential clients and those who can refer to you do so. ~Adrienne