Write a Business Description that Sells

You are attending a business meeting with other small business owners and are asked to describe who you are and what you do. How many people sit there and mumble a name and title and leave it at that. So many are unable to actually describe their business, so if they can’t do it, how will their customers know what the business does? Getting this right means a clearer vision, focused business plans and concentrated marketing efforts. A business plan always begins with a definition of the business. By doing this you will discover your Unique Selling Point that will help tailor your business and win customers.

One technique of describing a business is to start at the end and work backwards. Knowing what you want to achieve is helpful in working out how to get there. By setting milestones the process is clearer. Use brainstorming tools and free resources. BusinessBalls, although a little old fashioned, contains numerous downloads on classic management styles and business planning forms. You need to work out your audience and what you hope to provide to them. If you don’t know about SWOT Analysis, work out your competitors and how they got to where they are. There are a lot of clues in the competition but remember business is ruthless and what goes around definately comes around, ten fold!

Freewriting is an interesting process usually adopted by novelists, whereby you allow yourself time to scribble, doodle or make lists about your business and write about it continuously for anything from ten minutes to half an hour. You will know when you have written sufficient. There are no hard and fast rules about using these tools but one. Do not assess or change what you have written as you go. Simply allow the ideas to flow. Even if you are doubt that a particular idea will be helpful just write it down. Only when you have spent sufficient time engaged in the process should you look at what you have done. Then you can sift through it all and retain what works for you. You will be surprised at what emerges. As mentioned, these techniques can be done on your own or with others in a focus group. Obviously you may want to discuss your ideas with other business people and professionals. But at the end of the day it’s your business and you need to know what it is you are offering in the marketplace. It helps immeasurably when you are asked by a financial institution or a customer to write a proposal, and when you are developing sales material.

Five points to remember are:

1. Give an overview of your industry

2. What, where, why, when of your company

3. Description of your products/services

4. Your market share or the niche you cover

5. Pricing strategy. e.g. high-end or affordable