Choose Who You Want To Reach
A stronger brand begins with a specific person and a specific need.
Start With One Audience
A tax preparer serving first-time business owners needs a different message from a bureau recruiting experienced EROs. Write down who your primary offer serves, what they are trying to do and what makes the next step difficult.
Describe The Value In Plain Language
Replace broad phrases such as “solutions for success” with a concrete description. For example: “A mobile website that explains your tax services and helps prospective clients request an appointment.” The visitor should not need industry knowledge to understand the offer.
Keep The Brand Promise Within Your Control
Promise the process and deliverables you can provide. You can commit to a clear intake process or a defined website scope. You cannot guarantee a tax refund, customer revenue or a specific number of new clients.
Put It To Work
Write: “We help [specific audience] with [specific need] through [actual service].” Read it to someone outside your business. Ask them to explain what you do.
Check Your Work
Your work should name a specific audience, a concrete deliverable and a next action that another person could follow.
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