Why do you do what you do?
Why would anyone believe you can do a great job at it?
Why should anyone care?
Why would anyone pay you for it?
Quick:
1. Can you answer all of the above in a brief but memorable way? If you can use a story and/or images all the better.
____ Yes
____ No
____ Not Sure
Next:
2. Do your Web site and other marketing materials clearly and concisely reflect all of the above?
____ Yes
____ No
____ Not sure
3. Do your Web site and other marketing materials offer a variety ways for your prospects and customers to engage with you – from free to up to your highest priced, highest touch offerings (as illustrated by the Value Ramp)?
____ Yes
____ No
____ Not sure
Finally:
4. Are your colleagues and employees – assuming you have any – fully in sync with you on all of the above?
____ Yes
____ No
____ Not sure
Prediction:
If you answered “Yes” to all of the above, I predict you are on your way to great success – perhaps even enjoying it already.
If you answered, “No” or “Not sure” to some or all of them, you’ve identified some critical areas for immediate focus and improvement. Get clear on #1 first and foremost, if that is one of your weak areas, and then tackle the others in the order that makes most sense given your current situation and resources.
Jeff
P.S. – I published this post in roughly the same form a while back, but I find the power of why to be so significant that it seemed worth reviving it and running it again.