Marc Haine argues that businesses waste time on vague, poetic messaging when they should be direct. If you sell bikes, say you sell bikes. Target specific customers with clear value instead of chasing everyone with dream-speak.
It's another saying that I like to say where if you sell bikes, tell people you sell bikes. And that's the problem because a lot of businesses just beat a dead horse in terms of trying to explain everything that they do because they want to come up with an amazing headline that they think that needs to be catchy or smart or viral. Just be rid of that and make sure that if you can explain it to a 4-year-old, you're actually doing yourself and your customers justice. Because if you can't and a 4-year-old isn't going to understand what you're doing, then we have a problem. And there lies within not only having confusion of messaging on your website but confusion of messaging when you verbalize what you do at a conference or at a networking event, when you're talking to your friends about what you do. And a lot of the times, because you're so attached to the business that you tend to be in the weeds so much and in the details that you're trying to explain the details When you're actually not even explaining what the essence of the company is. And that's the problem. And it's another saying that I like to say where if you sell bikes, tell people you sell bikes. Don't tell them you sell the wind that blows through their hair when they're riding that bike by the beach. Because you're going to have different audiences. You're going to have an audience that's going to be triathletes or Ironmen. And they're going to say, is that bike going to get me from point A to point B in the time that I want it to get me? Or is it gonna, you know, break down? Or I just really simply want a bike that's gonna have a basket at the front and I can go to the farmer's market and I can get my groceries, my dog can sit in the front and so on. So that's what I mean by all the variety of different audiences that you may have, right? Yeah. So it's a different messaging and that's why it's maybe not one message is gonna appease to all, or you might just be a bike company that appeals to triathletes and that's that. And that's why I say it is so important to get down to who you really are targeting because if you don't do it, Then at the end of the day, your messaging is convoluted in market.
