From ‘what’ to ‘so what’ – 7 steps to building a value message

All good businesses deliver value. Yet it can be hard to communicate that value, and explain it in meaningful terms. Many businesses therefore simply talk about the ‘what’ of their business – their products, their services, their pricing. Communicating your value means moving from the ‘what’ to the ‘so what’. It’s about finding the passion […]

Wordplay – language usage tips, and traps to avoid

Word selection and language usage convey their own message and can sometimes even change the meaning of what you meant to say. Make sure you’re on top of your game, presenting a professional image and not inadvertently undermining your own credibility, with these useful tips for effective language usage and some traps to avoid.   […]

Parlez-vous my language?

Think about a time when you travelled to a country where you don’t speak the language. You probably got by (maybe eating a few things you hadn’t planned, or getting lost down a few side streets) –  but no more than that.

Maybe you were one of those tourists who believe that volume increases understanding (we’ve all seen them, asking for “2 beers and a G&T” in a louder and louder voice, with increasing frustration on the part of speaker and listener).  “They just don’t get it” we say, and we get very frustrated when we say the same thing over and over and still get blank looks or no response.

Without speaking the language, we will always be a tourist in a foreign country. Conversations are limited and superficial, and relationships the same.

Three good reasons…

Unless you are in an extremely niche industry, or have a 100% unique offer, the chances are that there will be other people out there who do what you do and do it well.

So part of communicating your value, and ensuring that prospective clients pick you, rather than your competition, is to be able to articulate your differentiators.

Think of it this way; if someone said to you, “Give me the three reasons we should do business with you”, do you have the answer ready to go?  I’ve found it amazing how many business owners, sales people and executives stumble over what should ideally be on the tip of their tongues at all times. So do you actually know what makes you different, and can you clearly articulate your ‘three good reasons’?

He who shouts loudest

He who shouts the loudest gets heard.  True? Well, it might certainly seem tempting to believe that this is the case, and to ‘shout’ our message as loudly as possible. Sometimes the shouting is literal – have you noticed how many ads on TV and radio are now delivered in loud, shouty, voices?  Ads for […]