Messaging and Optimal Website Structures
MESSAGING AND OPTIMAL WEBSITE STRUCTURES
Here are common things heard when talking to
entrepreneurs about what they do.
- “Solve a problem”
- “Fulfill an unmet need”
- “Innovate – create a new method, process, or product”
- “Disrupt an industry”
- “Changing the game”
There is zero clarity in these messages. What is the problem?
What is the need? What is the game?
When crafting messaging for your business, it's essential to move beyond vague statements like "solve a problem" or "fulfill an unmet need." These phrases lack specificity and fail to convey a clear message to your target audience. To create impactful messaging, you must clearly define the problem your product or service addresses. For example, instead of saying you "solve a problem," you could specify that your company helps busy professionals save time by providing efficient task management tools. By clearly articulating the problem you solve, you can better connect with potential customers and differentiate yourself from competitors.
Similarly, merely stating that you aim to "disrupt an industry" or "change the game" without context can be confusing for your audience. To create compelling messaging, you must explain how your innovation or unique approach sets you apart. For instance, if you claim to be disrupting the fitness industry, provide details on how your virtual reality workout experience revolutionizes traditional exercise routines. By clearly communicating how you are changing the game, you build credibility and attract customers who resonate with your vision.
Ultimately, crafting clear and effective messaging requires more than buzzwords and generic statements. It's about articulating the specific problem or need your business addresses, showcasing your unique value proposition, and illustrating how you stand out in a crowded market. By providing concrete examples and tangible results in your messaging, you can capture the attention of your target audience, build trust, and drive meaningful engagement with your brand.