Define Your Offers. Clarity is Queen

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What Exactly Do You Offer?

Maybe this is clear on your website, but proably not as clear as it can be if you want to dominate page 1 of Google, and get lots of buyers to your website or store.

Bill Gates once said, "Content is King", referring to the importance of website content. Of course, he is right - but "content" is a very broad term. If content is king, then Clarity is Queen because it's actionable.

If you want to do more business online, and convince everyone (including Google, Amazon, LinkedIn and other search engines) that YOU are the best answer, clarity and specificity are key.

By sharing explicit information about you, your business and your offer(s), in optimal places on the website site and in your search ads, you will have a termendous competive edge. Not only does it help with customer aquisition, it helps you create relevant content topics for your website that people are actually interested in.

For our direct clients, this exercise is the first step in any digital sales transformation and the website blueprint.

Define Your Online Offer(s) - Be Explicit

  • Who You Are. The name of your business, the type of business and where you are. Examples...
    • For Service Businesses:
      • The name of the business, including any variations.
      • The locations you serve.
      • The names of the people who provide the service may be even more important than the business name. The owners of the business or key employees.
        • For law firms, for example - the lawyers in the practice.
    • For Retail and E-Commerce: The name of the retailer, the physical location (if any), the names of important brands.
      • For example, if you are a distributor for a certain brand(s)
  • What You Do. People come to you for...
    • For Service Businesses - this is extremely important.
      • List out the types of services you offer - exactly.
        • Bonus - be explicit in the ways to describe those services. What types of niche or specialization can you offer?
    • For Retailers - Be explicit about what types of services you offer tied to the products you sell. It could be "fittings" or "full service" or "custom", as examples.
      • The point is to describe what you offer beyond a specific product.
  • What You Sell that people want to buy online or in-store.
    • Product Brand Names. At a minimum, list out the brands (manufacturer names), product lines or collection names that represent 80% of your volume.
    • Descriptive Product Categories. Examples
      • Men's, Women's, Kids - Family - Clothes, Shoes etc..
      • Adjectives. Upscale, Luxury, Cheap

Are these types terms and topics on your website? In your Google My Business business listings description? On your LinkedIn profile? They should be!

The more the better.

These are just examples for illustration. Every business and industry has it's nuances. By identifying "your offer(s)" explicitly, these terms will make it clear to prospects that you have what they seek, no matter how they get to your website.

This exercise is easiest when you have someone from the outside help you, becuase you may be too close to it, or not have the time.

Our direct clients, in "Step 1" of their digital sales transformation receive a questionairre to complete, follwed by interviews to help fill in the gaps and identify new ways to present themselves and their unique value proposition in their market place.