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04 Aug 2022

Tips for a novice entrepreneur – How to clarify your core message

When you are in the process of founding a company and you have figured out all the practicalities, it is time to take a break.  Sit down for a moment and think about the reason why you have founded the company. What is the fire in your heart that made you choose the path of the entrepreneur. 

This might seem unnecessary as your company already has its funding, insurance policies, accountant, web address and all the other practicalities in place However, your company needs some meat on its bones. Think about the practicalities as the skeleton of your company. The skeleton needs to be surrounded by products and services that customers can buy.

In other words, your company needs a clearly defined core idea. For you to be able to serve your customers well, it is important that you clarify your message.

What is your strength

What is your strength? What is your passion? What is the reason you decided to found the company and offer your services or products to your customers? The answer is your special know-how, and the company exists because of it. Your know-how is the wellspring from which you serve others.  

Think about the problem your know-how solves. Make a promise of how you can help. The way you can help other people is your strength. You are not selling your customers your know-how wholesale, but first and foremost you are selling the end result to which your special know-how leads.  

What is your target group

The segment of people to whom you direct your services or products is the target group of your company. Who could benefit from your products? Who could you help, first and foremost? Define a target group for your company. Without having a clear direction, it is difficult to navigate and see where one is going.

When your message is clear about what you are doing and for whom, it also makes marketing easier. Without a clear target, productization and making sales become more difficult. When you target and clarify, it makes your direction more visible to yourself and helps your customers understand what you are offering them. Clarity brings an edge and provides a framework for your operations.

Have the courage to limit

Once you have clarified to yourself who you can help, you have found your target group. The target group should be defined as well as possible. The clearer your direction is, the easier it is to move in it. Have the courage to limit. You cannot offer everything to everyone. Instead, focus on solving problems in your own area of expertise, or in other words: specialise. Offer clear solutions to problems your target group is having. Tailor your know-how and specialisation to serve a specific target group. 

Clarification means simplification. The simpler and clearer your message is, the easier it is to grasp onto. A dull and broad message does not impact anyone because it is not directed at anyone. It does not reach people. Wake people up and share good information.  

Package the service, productise your expertise

Once you have trimmed all the unnecessary bits off, build your special know-how into a package. Package your service or product to be as ready for the customer as possible. Once again, remember clarity. Communicate simply and understandably what your service or product allows people to achieve. What problem can it be used to solve and how does the customer benefit. Speak the language of the people. When you are selling a clearly defined product to a limited target group, you reach a larger audience. 

Not everyone should be selling the same cake. Instead, it is crucial to think about what kind of slice of the cake you can provide. Offer your special slice of the cake with pride. Do not concentrate on reaching for the cherry on top of the cake that everyone else is already going after. Choose your slice of the cake and focus on that.

Dare to do, dare to limit and believe in your expertise. 

 

 
 
 

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