How to promote your niche business

Can you describe what you do in one or two sentences? Do you have a mission statement? An elevator pitch to deliver when people ask you what you do? If I asked your best friend what your business was about, could they answer succinctly?

If you don’t have a solid description of your offerings in your own mind, then developing this message is the first step to start clearly promoting your business. Once you are clear on this message and repeat it often to people around you when the opportunity arises, you will start to see a pattern of questions. That’s when you take out your notes app (or notebook) and start documenting the most frequently asked questions related to your business. This information is the foundation to building your website and social media copy — and information you can take to a copywriter, advertising agent, or marketing company to start showcasing your goods or services. I often have new business owners — or even established operators — come to me for copywriting services and they struggle to articulate what they do. Some businesses are so niche or technical that those one or two foundation sentences need a brainstorming session — or some ideas emailed back and forth — to make it simple to understand. But sometimes experienced business people are caught up with their everyday work that they have not put thought into how they describe their business clearly, and this is leading them to miss opportunities to attract new clients.

One of the biggest obstacles I encounter as a copywriter is business owners clinging to their industry jargon. They are often reluctant to move to simpler descriptions of their business. (I need to improve my elevator pitch on why they need to let this go.) They tend to believe that they will sound less intelligent, but the truth is, the more basic the message, the easier it will be for people to understand, even for customers in their industry. No one wants to read complex writing – and no-one is impressed by a wide vocabulary in business copy. In fact, most people switch off because it can come across as wishy-washy, unclear, and worst-case scenario that your weasel words are concealing dishonesty.

So, when you write content for your website, social media — or even when discussing your business — have your basic description crafted to perfection. Everything else is the icing on top.

@writeforyouec writeforyou.info

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