The goal of any business is to help the people it seeks to serve and hopefully make enough money along the way to do it again and again.
Yet, when it comes to messaging, it’s easy to get those priorities flipped.
Go to almost any business website and it’s plain to see. The landing page talks about the company culture, its values, the mission, and what makes them so great, instead of talking about how they can help their audience.
This leaves it up to the customer to figure out what the business offers them. And that’s assuming the customer is sticking around long enough to figure that out.
Instead, businesses would be better off talking about their audience. Answering the questions, what are their wants and needs? What problems do they currently face, and how can we help solve them? And, what does success look like when we help solve their problem?
By answering those questions, two things happen: