An Alternate Perspectiv

Everyone appreciates an objective third-party perspective.

Each time we meet with a client for the first time, our goal is to provide some clarity and help them see things that they may have missed by being too "in it". In most cases, the owners & managing directors we meet with know their stuff... they just need someone from the outside to see what they cannot.

Many times, the reason for starting a business in the first place gets blurred or even forgotten over time. I think it's important to stay connected to that initial passion even if that means the passion has shifted. It's about awareness of why you started and where you want to go. 

Try this:

Step #1: Write or record an explanation of your business without looking at any of your marketing assets. Just write/record freely without any references and try your best not to edit yourself.

• What inspired the creation of your business?

• What products/services do you make/provide?

• Who do you sell to?

• What do you love most about the business? What brings you the most joy?

Step #2: Look at your marketing assets (website, brochures, social platforms, business cards, hangtags, etc.) - Ask yourself if they all convey the same information/story as your clarity exercise did. 

When things don't jive, this creates confusion for you and for your customers. 

If you found inconsistencies, fix them so that every aspect of your message is cohesive and authentic to your story. 

This is actually the first thing we do when we first begin working with a client. We like to see if what they tell us verbally about their business is the same thing that is being conveyed on their website, social platforms, etc.

Providing this kind of perspective is one of the things I love most about our job. We get to view the business like a potential customer might and give them truly unbiased feedback. 

Written by Arica Rosenthal