The Savvy Entrepreneur

I’m back from vacation and I’m feeling rested and ready to rock!!

The very first thing I want to share is an ad I saw in Rhode Island, while driving back home. It wasn’t your run-of-the-mill billboard; It was a beautifully crafted wood sign, painted in plain white, strategically placed on a busy corner on a manicured lawn. The sign simply read:

Custom built to suit

Below those words were his name and phone number. In less than 5 words, this person told me everything I need to know about his business.

How about you? Can you say what you do in 5 words or less?

A formidable challenge, I know. But think of the benefits:

1. Save on advertising. Granted, advertising is not the best marketing strategy for service professionals, but it can help drum up new business and gives you visibility. The less you say when advertising, the less it costs.
2. Tell me more. By using a few simple and well-chosen words to describe your services, you pique the interest of your audience by making them want to learn more about what you do.
3. Use it everywhere. You’ll be using this short description everywhere you market yourself. You’ll use it as a base for your 10- and 30-second intro, make it part of your tag line, add it to your email signature and on your business cards. You’ll add it to social networking sites and anywhere else you can think of.
4. Remain memorable. By creating a short description of your services, you make it easier for others to remember what you do. When people can recite your short description of services, you are creating valuable referrals partners.

While it’s not easy to come up with a description of what you do in one short sentence, the benefits are well worth the effort. Resist the urge to tell your audience everything — tell them just enough to make them want to come back for more.

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