One of our most successful franchisees in Asentiv describes his target market as people who have services that are hard to explain. Now think about it. If you can’t explain what you do in a manner that others can understand, what hope do you have they can explain it to others, let alone persuade that person to actually meet with you ...
Actually, neither my colleague nor I think any business is too hard to explain. The problem lies in what you set about trying to explain. The complexity lies in how you deliver your solution. Whilst your clients will need to understand that they are not your clients yet, that 'how' is what they are going to pay for.
If you're explaining to a referral source to identify potential clients they also need to know who needs this. For me, the crucial moment of understanding and willingness to buy comes when it all seems so simple. It's that simplicity which has the emotional appeal that makes people want to buy. Let me digress with an example of the truly complex to explain.
To understand why the sun has been burning for billions of years, I don't have to understand the deeper physics or even begin to understand the maths. Einstein's simple equation of E=MC2 tells me all I need to know. that in essence. apparently solid stuff we call 'mass' is made from trapped energy.
To tell you the truth, I don't really understand where the speed of light squared fits in except to understand that it is a really big number which explains why there is enough energy to keep the sun shining for so long. My point is that it's a simple formula and once it snapped into place for me, it was enough to make me know it would work.
Of course, I would need the experts to understand the complexity behind it before I can harness the full energy of the sun and solve our energy crisis. Who can introduce me to one?
So, how can you explain your business simply enough for others to recognise what you do? Keep it simple and describe it in one sentence. Focus on the 'what and the who'. What do you do and who do you do it for. Here's my example. Longer and less beautiful than E=MC2, but it will resonate with the givers in my business community who are those I want to attract.
I bring together consultants and business support professionals to collaborate and build a better business than they could working on their own." How do I work with them? Ahh, so you're interested? Would you like a longer conversation?
I'll leave you with another example of a beautiful, simplistic design that makes even me as a landlubber want to sail over the horizon. The Viking longboat. Even if you've only seen one in a dry dock you just know it will scythe through the water like a hot knife through, butter.
You really don't need to understand the science of saltwater hydrodynamics, the art of shipbuilding in wood to get that graceful line, or even how to navigate the open ocean. I'm sure very few, if any, Viking did, but I bet you anything they all wanted to sail in one.
If you'd like to learn more about referral marketing then do give me a call on 07970 638857 and let's have a chat and see how I can help you.