Why a lack of clarity could be losing you business...

I am currently taking an Entrepreneurs’ Business Development programme with Dan Priestly, and over the coming months I will share with you some of the amazing nuggets I pick up along the way, plus the mistakes I have made that have slowed down the growth of my business over the past five years.

In 2009 I set up Kennedy PR, a copywriting company for businesses in Salisbury.

In the five years since it has transformed into a digital marketing agency helping companies across the UK.

The most fundamental mistake I made at the beginning of my journey was that I didn’t know exactly who made up my target market or, even more importantly, what I could deliver for them.

Kennedy PR – the name itself is ambiguous.

I have at no time been a PR company, and my business name has really made it difficult for people to understand what it is that my business provides.

I lacked clarity. I thought, because I wrote press releases and copy for website wording, that tagging myself with the PR label was suitable.

I have had hundreds of phone calls and face-toface conversations asking what kind of PR business I run, and my answer has always been, “I don’t do PR, what I actually do is…”

Clarity is fundamental. My experience has taught me that.

To get clients you need to be clear on what you provide - and with no weird or creepy jargon in use.

Keep it simple, the language of the pub or the street.

For example, my previous Kennedy PR intro was: “I run a copywriting, social media and SEO company. I train people on how to use social media, I write website copy….” And so on.

Now I say: “I am a digital marketing coach who uses a 10-step online marketing method to get businesses more clients and raise brand awareness.”

Clarity is your first key to success.

Have a go yourself; write down exactly what it is you provide, and keep it short and simple. Be clear.

Next week, I shall advise about credibility.

What is it that makes you the best person for the job?