It’s a seemingly simple question that’s getting a lot of complicated answers.

 

With customers’ time and attention dwindling, it’s becoming increasingly important to clearly and concisely tell them what you do.  We often work with customers that are so stoked about the features of their product that they glaze over the most important part of their solution… what exactly it is.

 

Often referred to as a Unique Selling Proposition (USP), what your company does should be a one-liner that allows anyone to understand the CORE benefit that you offer.  It should be simple.

 

Head & Shoulders: You get rid of dandruff.

 

If I have dandruff, you have my attention… and likely my money.  If Head & Shoulders said something like “The premiere solution to alleviate anyone and everyone of dandruff, hair flakes and other hair problems”, it would require me to break down the statement and figure out exactly what they’re getting at.  Worse yet, if Head & Shoulders started digging into how creamy their shampoo is, that the bottle is made out of recycled material, or that the President uses it, they’ll lose me.  All the extras can come later.

 

I just read this synopsis for a book summary (by a company that does summaries): “There’s no shortage of great ideas on the business book shelf. Every book we’ve summarized… has a generous helping of fabulousness in every page. This one is different. [Name] has condensed almost 30 book-length ideas into 30 quick and easily digestible essays. There’s something here for everyone, in every business, in every category. [Name] will surely set your neurons alight, and it begins with watching our animated video. Click, watch, learn and do!”

 

I don’t care that “fabulousness” is on every page… that this is “different”… that is for “everyone, in every business, in every category”… or what it will do to my neurons.  I still don’t know what these essays are about.  The ‘X’ on the browser tab seems to get bigger as I read through it.

 

Similarly, your customers will only care that your software works on any device after they buy into the core benefit.  More so, these days customers expect that your product has to work on every device, so it’s no longer a selling feature or benefit.  The first thing you should do is really understand the core value you provide, and how this info is conveyed to a prospective customer that doesn’t want to be bombarded with too much info.

 

Start by asking your customers to explain what your company does.  You’ll be surprised at how simple they explain it.