“Be yourself.” It’s a common theme in children’s media, but when you’re a kid, it can be difficult to know what that means.
I imagine that as you grew, you discovered what “be yourself” means for you.
As adults, many of us have spent countless hours reflecting on what we did right or wrong, what we like and dislike, and who we want to become.
As a result, we know ourselves.
But as a business leader, do you know who your business is? In other words, is your messaging clear? If not, it could negatively impact you when networking.
How StoryBrand can help
To have clear messaging, let’s look to the StoryBrand marketing framework, which says that you should know the following:
- The primary want that most of your customers have
- The overarching problem your company solves for your customers
- Why you’re the obvious solution
- What success looks like for your customers
- What negative consequence you’re helping your customers avoid by working with you
- The high-level steps your prospects need to take to do business with you
If you can’t readily state each of these points if someone asks about your company, you may come across as not really knowing your business identity. Because you’re likely to default to providing vague answers.
That’s not going to help you stand out when someone visits your website or when you’re on a discovery call with a potential customer.
Think of it like a date
In terms of discovery calls, not knowing your business identity is a bit like going on a date and not having clear answers to basic questions. Often, when we don’t have clear answers, we give vague ones.
Continuing with the date analogy, once that person starts asking questions about yourself, vague answers could make you look like a closed person. That’s not going to help build trust, and the date is likely to be a bust.
Similarly, if a prospect on a discovery call asks how you can help them, and you don’t have a clear answer, you likely won’t make a good impression (at least, with that answer).
Why?
Because when you’re vague, you’re forgettable.
But, if you can clearly state your customers’ problem, why you’re a good choice for solving that problem, and a benefit your customers often experience as a result of doing business with you?
That’s memorable. That’s an answer that comes from someone who knows their company.
And as a StoryBrand certified guide based in Raleigh, NC, that’s something I can help you answer for your own company.