How to Explain What You Do Better

Why Is It So Hard To Explain What You Do?

When it comes to messaging for your business, there is one thing that you have to prepare yourself for… this is something that you, however, probably cannot do just on your own.

Being able to easily nail down exactly what you do and how you do it can actually be one of the hardest things to execute. This was something that was very difficult for me to practice over the years for GoalPost Group, and I find that many of my clients also consistently struggle with nailing down their core message.  

Now, for GoalPost Group, it all had to come out of this shiny bald head of mine, but for your business, you may have been mulling your message around, doing what you do.  However, it’s actually very hard to explain exactly what you do.

Breaking Down The Message

Over the last few weeks, I had the opportunity to nail down the messaging for two different clients.  One of them was able to get their message really quickly.  I was able to take all of the words they tossed my way and re-interpret them in a way that was simple and easy to understand.

When working with another client, I noticed that they were so caught up in all of the varying elements and target marks of their message, that they ended up missing out on some key pieces of the message.  Because of the complexity of the process, they struggled with making it simple. It is hard for people to understand what you do, especially when they don’t know how it applies to them. 

So ultimately, it is your job to remove your complex offering and make it so simple that anyone could understand it.  You need to make it stupid simple.  

Until you make it stupid simple, you won’t have a message that is going to carry for people to explain exactly what you do.  Sometimes it takes time, and sometimes it comes immediately,  But if you have someone come in and take a look at all of your ideas, words, target audiences– it is possible to take however complex that communication feels and turn it into something that is incredibly simple.

At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.


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