- March 27, 2015 - Posted by swihamaster - No Tags
by Will Zecco
The greatest lessons we learn do not necessarily come from sitting in classroom. While going to school is very important, as I get older, I find my greatest lessons come from what is happening in my life every day. Ironically, I am usually so busy at being busy, I sometimes miss the lesson the universe is presenting to me.
Recently I had an opportunity to present an idea for someone who is in the business of launching businesses. The “AH-HA” moment came after I finished my presentation about my business and the business consultant commented: “I have no idea what business you are in.”
Wow, what a realization! While it was perfectly clear to me what my business is, I wasn’t communicating it in a clear and concise manner. I was told I must:
Find your voice and craft a core message that will engage potential clients and let them see the value of your product.
In an extremely committed way, I began to do exactly what was advised! Here’s what worked for me:
First, before you do anything else, get yourself a journal or a note book so you have a place to keep track of all your thoughts and ideas.
Next, in your journal write down and answer the following questions. Make sure to give yourself enough room to expand on your answers. Do yourself a great favor and agree to NOT allow yourself to be happy with one word answers! This may sound a bit crazy – it’s not! Let your imagination run free and begin to allow yourself to think boldly about your business. Dream BIG! Allow yourself to imagine doing BIG, significant things in the world!
What do I “sell”? **
What are its features?
What are its benefits to customers?
What is its advantage over the competition?
Who could use what I ‘sell’?
Where could I find these people?
For what challenge or problem does my product or service provide a solution?
**NOTE: The word ‘sell’ often creates a little push-back in some new entrepreneurs. Coach around this word if you feel even the slightest aversion toward it. It’s important to realize as a business owner ‘selling’ a product, service or idea is the action step required for you to have a viable business. Nothing happens until someone ‘sells’ something!
People today are cautious about what they are spending their money on, and have a tendency to cut back on things not that important to them. Your first objective must be: “How can I become important enough to my target market for them to want to part with some of their money?” The real key is, as an entrepreneur, you must stand for something and do more than just push a product, service or program. Your core message should assert a belief and align with people who have similar values, as well as be the underlying intention of your business.
Here’s a great example from one of our great graduates teams:
Company: One True Love, a non-profit owned by Ann Cabano and Kristen Aldridge.
Product: A food truck.
Their mission and message: “We feed people . . . physically and spiritually.”
Other examples of a solid, core message:
Company: YogaManwear
Product: is a collection of men’s yoga clothing that is functional, affordable and practical, and that allows the yogi to stay focused and go deeper into their yoga practice.
Their mission and message:Yoga clothes for conscious people committed to deepening their practice.
Company: YogEvents
Product: Producing high quality, high profile yoga events for the purpose of creating community and yoga awareness.
Their mission and message: Committed to creating conscious community events across the country.
Always ask: Is the message clear and concise!
Finding Your Voice – The Discovery Process
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Strength – Is your core message strong and powerful? Is it something you are passionate about? When you read it does it make you come alive? Don’t do what you think the world needs; do what makes YOU come alive. Have the power to empower people. Keep in mind that strength is not equal to force. Strength appeals to what inspires or uplifts. Force must always be justified.
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Provocative – Does your core message stir emotions or generate curiosity and discussion? Is your core message crafted to engage people to be interested in your ideas? Does it direct attention to what you want your potential clients to feel?
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Clarity – Are you clear as to what you are offering? A good litmus test is, if you can’t explain it to a 12 year old then you might not understand it yourself. Step out of your ego mind and let go of language and terms that people are not familiar with. Clarity gives us credibility and activates the human sensory factor.
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Concise – Keep what you are offering simple and succinct, and try to limit it to one to two sentences at the most. Create simple and profound descriptions that will stick in the mind of your potential client. You want to keep the conversation going, so spark the desire to know more.
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Pertinent – Keep the focus of the content on your audience and what their needs are. Yes, you may offer a variety of tools and modalities that support the work that you do. However, you don’t have to discuss every one of them in your core message.
Whether marketing products, services, or classes, you need to have a quick and concise message.
Mapping out what you do with words will quickly take you from telling people what you do, to clearly educating them about the benefits and results they can experience by becoming your client.
If you would like assistance in finding your voice or finalizing your core message please contact the SWIHA Success Center to schedule a time to work with one of our Success Coaches.
Call 480-994-9244.
Your Success is Our Success!
About the Author, Will Zecco
Will has been with SWIHA for the past seven years, transitioning his way into his current position as Manager of the Entrepreneurial Division/Success Center.
Serving as a teacher, mentor and business coach for the on campus and online students, Will brings over 40 years of experience in building and running a business, and provides support and guidance to move students and graduates to their greatest expression and discover their gifts.
In addition, Will is an ordained minister, 500 Hour Certified Yoga Teacher, and part of the education team for SWIHA’s Yoga Teacher Training. He is also a, singer, business coach and motivational speaker. His greatest passion is to serve others with an open heart. Namaste!
One Response to Finding Your Voice and Crafting Your Core Message
Comment from KC Miller
Will ~ I LOVE your insight! Great BLOG. The part about people NOT preferring the thought of ‘selling’ things is true! When did SELL become a 4-letter word people react negatively to? NOTHING happens until someone SELLS something. We must all learn to sell our ideas! Blessings : ) KC #Spiritpreneur