People Will Buy From You When They Understand What Business You’re Really In!

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Are you confused and wondering why people aren’t buying more from you?

After all, you have a great product or service that everyone needs or wants! But for some reason they are not coming to your website to buy from you or to contact you for a call or meeting.

When you follow-up with people do you get pleasantries and are asked to email or call them and when you do all you get is silence on a routine basis?

The cause may be revealing and the solution easier than you may think.

I don’t know about you, but whenever I meet someone for the first time at a networking event, in the line at the store or even on the airplane I’m often asked; “What do you do?”

What Do You Do?

There was a time when I knew that question was coming and I cringed. I wasn’t really sure how to answer it and deep down I knew it, much like you probably do as well?

Unfortunately, many of us will either stumble our way through the question or we will fall back on old faithful and just tell them what we sell.

Unfortunately, not only do we make this mistake in person we also do the same thing online when they get to our websites. Your website readers are likely wondering that very same question and all you’re doing is telling them who you are and what you sell.

You know the old saying that people don’t like to be sold but they love to buy. The  problem with your message when you tell them what you do or what you sell is that it’s:

  • Uninspiring
  • Boring
  • Deflating
  • Not interesting
  • Disconnected

Are People Checking Out?

Have you ever noticed how quickly you check out when someone starts telling you what they do? You are already finding a way out of the conversation as fast as you can. You don’t for one minute value what the person has to say when you have no idea how they are going to make your life better or solve your problem, assuming you even have one.

The same thing happens online that happens offline, except before they even read the first paragraph of your landing page or blog they are done and gone. It’s not like they have to sit around and be pleasant. They have gone back to wherever they came from.

What do you have to show for it:

  • High bounce rates – meaning they leave your website fast
  • Almost all visitors are first time visitors who never come back
  • Few if any read your articles or landing pages
  • No one calls you or fills out the form
  • No sales if you offer something they can buy online

The truth is you’re not clear about your business and if you are not clear your prospects won’t be either.

If you can’t see yourself through your prospects eyes then you can’t identify with them. If you can’t talk their language and demonstrate you’re competent and able to meet their needs then you’re not ever going to get many sales.

It’s really that simple.

I learned a really simple formula a few years ago that works:

Clarity + Focus = Execution

What Does it Mean to Be Clear and How Do I Gain Clarity?

Clarity is the foundation of everything that makes marketing and sales successful. Clarity by definition means you are so clear about what business you are “really” in that you can communicate it concisely, passionately and anyone can understand immediately why they might need you!

I have been working with a start-up company for a few weeks now and when I asked my client “what business are you “really” in?” he couldn’t answer the question.

“Don, I’m not even going to embarrass myself and try,” he said.

Well, that’s why we are working on this. It’s okay that he doesn’t know because he’s in the process of learning and now we both know to go from there.

The reality was he could tell me what he does but he couldn’t tell me what the tangible value of his services is to his audience.

Gaining clarity first starts with knowing the tangible value you provide.

A tangible value for a product is how does what someone  sees, touches, smells, tastes or hears when combined with an experience make the prospect feel?

A tangible value for a service is how does the experience leave them feeling about you because you solved a problem or met a need?

What Does a “Tangible” Value Look Like?

My client is creating a business that works with youth sport leagues. Here are the tangible values as an example that we created together:

  • Healthy kids make healthy adults that are empowered to live active, productive lives
  • Developing young people to become responsible citizens as adults and contribute positively in society
  • Provide opportunities so that every kid can play the sport of their choice and become more physically active and emotionally healthy
  • Training responsible volunteers that make a difference in kids lives
  • Create funding opportunities for your sports leagues so that no kid is ever denied an opportunity to play a sport

Notice that each tangible value has an emotion attached to it and a result.

This kind of clarity is powerful! It enables the business owner to move from talking about themselves to identifying with and talking about the prospect and customer.

Now that the tangible values have been created, we can more forward and define the “real” problems we solve.

What Problems Do You “Specifically” Solve?

We are taking it one step further on the road to gaining true clarity.

For each tangible value, we can now understand the real problems we solve. I require each client to put themselves in their prospects shoes and learn to think like them and write each problem in first person. There could be tens or hundreds of them.

What problems could you imagine are created just from the first tangible value above?

Tangible Value: Healthy kids make healthy adults that are empowered to live active, productive lives.

Problem: My son does nothing but play video games all day and recently developed a blood clot that resulted in thousands of dollars in medical bills and his life impacted forever due to inactivity.

Problem: My fourteen year-old daughter is 20% overweight and has developed diabetes that may affect her the quality of life forever if she doesn’t get active.

When we define the problem we are not looking for a solution.

Again, there may be dozens or even hundreds of problems you solve through the tangible value you provide your customers?

It’s your job to know what the problems are and then isolate them to common ideas or principles.

Once you have done this, you now can focus on who you solve the problem for. That’s called target marketing.

When we create target markets we are very, very specific about each problem and who they are for. Notice I even used one that was a 14 year-old girl above.

Clarity is Found in the Details

The more detailed you get about your business from the customers point of view, the more clarity you gain.

The neat part is once you get clear on your tangible values, the problems you solve and who you solve them for you start finding trends that you can simplify.

Imagine me asking my client in the future; “what do you do?”

He might be able to answer and say:

“I change the future of kid’s lives by helping youth sports leagues recruit more kids to get active, healthy and fit while also helping the leagues learn how they can better help kids and earn funding opportunities to ensure no child misses an opportunity to play the sport of their choice.”

Just dream with me a moment please . . .

This new organization wants to attract sponsors who fund the expo. What motive would have a sponsor have to give their money up?

Yep, make more money, right?

Because I’m clear about my business I can at any moment share with a potential sponsor who fits my target audience how we can help expose them to more people who will buy their product or service.

We just have to attach the problem we solve with the problem the sponsor solves so that they can see how they are a good fit.

The Sale is Not Hard.

When you are clear about your business, sales is not hard. All sales really is at the end of the day is matching up problems you solve with the need of your prospect and then give them the opportunity to buy.

In my opinion, the number one reason people fail in sales either online or in-person is because they continue marketing instead of allowing someone to pull out their checkbook or credit card. That means the person doing the sales is trying to convince their prospect still and the reality is they are probably already convinced if they contacted you on your website or they want to have a call or meeting with you.

Stop selling them on features and benefits in the sales environment. That’s what great marketing is for.

If you have done a great job of knowing the tangible value you provide and the problems you solve then sales ought to come very natural and be much easier.

You won’t have to compete anymore on price because you’re doing something the overwhelming majority of your competition is not . . . that’s taking the time to be on the same page with your customer.

People will identify with you and you’ve given them a reason to buy from you as you demonstrate your competent, knowledgeable and you understand each prospect uniquely.

If you’re confused about what business you’re “really” in then your prospects will be as well. Getting really clear on who you are from the world’s point of view will radically change forever the way you communicate and the way your communication is received.

You will discover that getting both your marketing and sales is far easier and a lot more fun as you make more money and offer people something they need or want.

Do you have a question, thought or comment? Please share it in the comments section. I would love to interact with you and converse.

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Author: Don Purdum

Don Purdum is the Owner and Founder of Unveil the Web. He has worked as a non-profit fundraiser raising millions of dollars and he has been an entrepreneur since 2004 where he owned a web design, web development and internet marketing firm. He is a sought after strategic marketing coach and consultant, blogger and speaker.

45 thoughts on “People Will Buy From You When They Understand What Business You’re Really In!”

  1. Hi Don,

    Thanks for this nice post and great style of writing!

    I could not agree more with you that clarity is the asset of your business and that should reflect through all of your marketing effort.

    Waiting for your next

  2. Hii Don,

    First of all, i would like to thank you for this awesome piece of article. The title of this guide “People Will Buy From You When They Understand What Business You’re Really In!” attracted me and forced me to read this article very carefully and thoroughly.

    After reading this guide, i can say one thing for sure that the formula “Clarity + Focus = Execution” is quite impressive and defines various definitions. You said correct that “When we are clear about our business, sales is not hard”. thank you so much for this detailed and impressive article 🙂

  3. Thank you for this kind of post you have made here, I so much appreciate Don; and Sherryl for the platform to publicize this; you have reminded me once again to be definite and focus in what I am doing.

    Whatever business you do, it is expedient that you let people understand you from time to time to enable them remember you and your business when they have the need for it in the future.

    When they don’t understand you and your business today, they will never remember you in the future.

    Therefore, making people Understand What Business You’re Really In is very important because therein is your success now and in the future.

    1. Hi Emebu,

      Thank you so much for letting Don and me know that you found his post helpful. It’s good to hear from other bloggers who understand the importance of treating their blog as a business.

      I just read your post “For What Purpose is Your Blog?” and it’s clear that you understand why you blog.

      I checked and we were already following each other on Twitter. I shared your post and appreciate your taking the time to join the conversation here.
      Sherryl Perry recently posted..What Blogging Tips Are You Missing?My Profile

    2. Hi Emebu,

      I’m excited that you found my post helpful and I concur wholeheartedly with your comment.

      It’s a great point you bring up about the need to be remembered. It’s harder and harder to do and we have to give many reasons for someone to remember us in the future.

      Thank you for bringing that reality up in your comment!!!

      ~ Don Purdum
      Don Purdum recently posted..Successful Blogging Tips for Service Based BusinessesMy Profile

  4. Wow. I had to laugh when I saw that this post was written by Don, Sherryl, as he was the first person I immediately thought of when I read the content!

    Finding clarity is tough when you have multiple interests that overlap, and even tougher when you are running more than one website. Trust me, I know.

    When I began Wording Well, my focus was writing and editing. It still is, because I am a writer AND an editor. However, I have realized that I love blogging and helping others (especially new bloggers) improve their blogging “game.” So now, Wording Well also offers tips on blogging.

    Geez. It kinda makes me wonder if I should start a blogging blog! LOL

    Then there’s Lorraine Reguly: Laying It Out There. This site is still fairly new, and is supposed to serve as my “author” site. Yes, I’ve independently published a book of short stories, Risky Issues, and have another two books in progress. The next to be published will be Letters to Julian.

    Even though Wording Well has been established as my business, I am in the process of re-working the site to make it even better.

    I’m also looking forward to speaking with you tomorrow, Don, on Skype, to get some more ideas on how to improve that site so that it not only “works” but rocks!

    Talk to you soon, and thanks for the tips!
    Lorraine Reguly recently posted..“F.I.T.S.” SERIES: Featuring #freelancewriter Alicia RadesMy Profile

    1. Hi Lorraine,

      Thank you so much for your comment and Sherryl for allowing me to share on her blog! What a blessing!!!!

      Finding clarity is very possible even when you do multiple things. The key is realizing that you still have certain tangible values in common among all the different things you do and then identify what those commonalities are.

      When you do that, all you have now is a list of more options to help people solve their problems.

      I hope that makes sense?

      It might take a little more work and thought, but it’s completely possible!

      In fact, I would subscribe that if you don’t find the clarity, you will confuse people even more because they don’t understand you or how to buy you because it appears very complex.

      I’m excited and I look forward to speaking with you in twenty minutes Lorraine and learning more about your business.

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

    2. Hi Lorraine,

      That’s great that you immediately recognized Don as the author of this article! By now, you must have already spoken with him. (I’m confident that he’ll be able to help you sort things out.)

      I’ll have to check out your new site and see what you’ve been up to. As always, I appreciate your dropping by and joining the conversation. I’ll drop by your blog soon. Meanwhile, if there’s anything I can do to help you, please let me know.
      Sherryl Perry recently posted..What Blogging Tips Are You Missing?My Profile

      1. Sherryl, my Wording Well site is a work in progress, but I DID just update my home page… and my LinkedIn profile. 🙂

        I might change the overall “look” (theme) but I’ve yet to do that. I’m actually going to do that on both of my sites.

        I’d love to know what you think of the changes I’ve made so far… and will DEFINITELY appreciate any feedback — even if it’s constructive criticism — that you can provide.

        Thanks a ton, both of you!

        Things are becoming clearer by the minute.

        And Don, I really enjoyed talking with you!
        Lorraine Reguly recently posted..“F.I.T.S.” SERIES: Featuring #freelancewriter Alicia RadesMy Profile

  6. Hi Sherryl and Don,

    Excellent post. This is one of those topics I am completely soaking up. I am still deciding on a product to create. Before and when I launch, I want to have as much of these principles up my sleeve.

    This is one of those subjects that often gets talked about but I always enjoy how you craft your posts Don. Always on point, while being easy to digest.

    I hope you both have a great rest of the week.
    Steven J Wilson recently posted..How To Sell Your Website Or Blog For Massive Profits with Marc AndreMy Profile

  7. Hey Don,

    Excellent post, as usual.

    If you don’t have a clear focus on what business you’re really in, or what you’re trying to do, you’ll constantly be lost and making wrong decisions/mistakes.

    I like that formula as well …

    Clarity + Focus = Execution

    Definitely. When you have those two things combined, and well maintained, you can definitely execute successfully.

    Lol Ryan’s right. You can definitely tell this is a Don Purdum post based on the headline. Perfect branding indeed.

    Keep up the great work.

    – Andrew
    Andrew M. Warner recently posted..Bloggers Beware: What WordPress Plugins Are Truly Essential To YOUR Blogs’ Success?My Profile

    1. Hi Andrew,

      So, you recognized a post by Don too! He definitely is consistent with his message isn’t he? On the same day that I published Don’s post, Carol Amato published one for him too. Both posts are so on point and so complimentary.

      He is doing such an awesome job of explaining how he works with his clients and we can all learn from him.

      Thanks so much for letting us know that you found his post “Excellent” as usual and for joining the conversation.

    2. Hi Andrew,

      Thank you for the very kind words. I’m very grateful to Sherryl for giving me the opportunity to share with her audience.

      Over the years I’ve learned and am so excited to share how I gained the clarity necessary so that those who have seen or engaged with more for a time like yourself could say they knew it was me just by the title of the article.

      To your point, if we don’t have clarity and focus (or if it’s incomplete) the results will show.

      I don’t consider myself to be a blogger. I consider myself and entrepreneur who blogs… with that I am interested in those who are blogging but not gaining real traction with their blogs because almost across the board it’s due to the conversation we are having.

      They are unclear, unsure, don’t know what or why they are writing and for whom; and that leads to just being all over the board without a clear and concise message.

      Your stuck writing on topics that everyone else is writing instead of getting to the heart of who you are. How many articles do you want to read on how to get Twitter followers because you think that since everyone else is writing it maybe that’s what I should write about?

      I’ve never once written an article like that nor will I? I know ultimately what my audience needs and wants; I just have to get them exposed to it.

      Clarity + Focus = Execution (and long-term results)

      I say let those who are good at “how to” articles write them while I talk about the “why” and “for whom”.

      Thanks again for your kind words Andrew.

      I hope you have a great finish to your week!

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

  8. Hey Don and Sherryl,

    It’s great to see Don over here on Sherryl spot. It’s a great change of scenery, and just from reading the title I thought Don was rubbing off on Sherryl for a minute 😉

    The more I read this post, the more that I thought it was Don that was writing and then towards the end I notice it was Don 😉

    But one thing that really caught my eye was when you ask who are you solving problems for. This is a biggie here! I lot of people tend to overlook this. Many are just focusing on writing good content and putting their products out there instead of due diligence of finding out which type customers their products/services would solve problems for.

    I could remember being asked “what do I do”, and quite frankly I didn’t have the slightest idea of what to say LOL.. yes it’s quite embarrasshing, but at the same time it makes you think and prioritize what’s important before putting your products and services out there.

    To be honest with you, although I have a much better idea of “what I do”, and still feel that I need to go deeper into it. But besides that, I see myself as everyone else that has gone through the same experiences i did or something similar.

    Thanks for sharing Don and thank you Sherryl for having done on your blog!
    sherman smith recently posted..How Do You Come Across To The Email Subscribers You Currently Have?My Profile

    1. Hi Sherman,

      That’s funny that you thought Don was rubbing off on me! I know a lot of bloggers publish guest posts under their author name and then introduce their guest bloggers but I’ve always given them author privileges. That way, they can have their own byline. (Maybe I should rethink that practice.)

      Don has given us a lot to think about. I can be guilty of focusing on writing good content myself rather than marketing my services and creating products. (I really have a lot to think about going forward this year.)

      That “what do you do” question really can cause a person to pause can’t it. The worst thing is when you tell someone what you do and then get that glazed over look.

      Thanks so much for dropping by and letting us know how much you liked Don’s post. I got an email today that Don is “under the weather” but I’m sure he’ll be by as soon as he’s feeling better to reply to every comment left for him.

      I hope you’re having a great week!

      ~Sherryl
      Sherryl Perry recently posted..What SEO Tools Do You Use? #FridayFindsMy Profile

    2. Hi Sherman,

      That’s funny… I am excited that you are about the fourth person who has said either here or elsewhere that they knew it was me. That’s really exciting to me and thank you for the encouragement!!!

      What’s interesting about the question that caught your eye is for us to consider that we really have three audiences:

      1. Primary – those who are our prospects and our customers.
      2. Secondary – those who serve the same audience we serve but in a different way that we can network with and who will introduce us to our primary audience
      3. Everyone else who may move into the primary or secondary audiences.

      How do we talk them powerfully, persuasively while being relevant and compelling? You have to know the problems you solve and then identify specifically who you solve them for.

      “What do you do?” is my favorite question in the world. Once you know your tangible values and the problems you solve it’s easy to come up with the answer to that question. I love it when in two or three meetings the lights go on for my clients.

      If you need or want any help Sherman, please let me know.

      Thank you for a very transparent and open conversation!

      Have a great finish to your week.

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

  9. Hey Sherryl,

    Great to see Don over here today and of course I never tire of his message because I can relate to it so much.

    As I’ve said many times before I was confused on exactly what I did myself. So coming across letting people know, well let’s just say I wasn’t very clear on that myself. As time has gone by and more and more have become interested in a certain area then I’ve fallen into where I am now and finally enjoying myself.

    You helped me with my tagline which is exactly what I do although I need to stick with certain topics more and not veer off as much. I can’t help myself though, I love all things about blogging and you know me, always eager to help.

    We all need to have the clarity that Ryan does yet I know it took him awhile to find where be belonged too!

    Thanks as always Don for helping me continue to move in the right direction and understand why it’s so important to know what business I’m in so I can continue attracting the right people who need what I have to offer.

    Great guest today Sherryl, ya done good girl.

    You guys have a great rest of your week and I’m off to share this post with my friends.

    ~Adrienne
    Adrienne recently posted..16 People I Highly Recommend and WhyMy Profile

    1. Hi Adrienne,

      When Don and I were chatting about what topic he was going to blog about, he suggested sales. Now, I get business strategy but sales is not my strong suit. (I think that’s a skill that many of us could strengthen.)

      I need to be clearer on my messaging. So, I intend to heed what Don is advising us here.

      The tagline that Don worked on with you, “Showing Bloggers How to Grow a Blog One Relationship at a Time”, is perfect for you!

      I remember when Ryan stopped his old blog and launched his “Blogging From Paradise” site. Now, that’s bravery!

      His old site was very popular. It can be extremely challenging to re-brand yourself like that. Lots of businesses try and fail but Ryan persevered. He is an excellent example of someone who has clarity.

      It’s amazing how quickly he built his new brand too. Sure, he worked incredibly hard at it to succeed. Overall though, it’s very impressive what he’s accomplished.

      Ryan continued building his existing relationships while developing many more. The man has an endorsement from Chris Brogan after all!

      Thanks for dropping by and letting me know that you enjoyed Don’s post. I’m looking forward to yours in April!

      (BTW – I just got an email from Don and he’s managed to get sick. So, he’s taking a little time off to recover. I know we all wish him well.)

    2. Hi Adrienne,

      What a special opportunity that Sherryl offered me! I’m very grateful to her.

      Many entrepreneurs and business owners, especially first time ones, never give a thought to this topic. They naturally focus on their products or services, maybe a few processes, and then sell, sell, sell.

      They don’t realize how inefficient and confusing they can come across and they certainly don’t resonate with their prospects, thus minimizing sales even more.

      Honestly, the world has radically changed and the public is much more educated and careful about where they spend their dollars.

      It’s up to us to give them a reason to buy from us and ultimately that is what this article is about.

      That glazed look. I know it and I’ve used it, lol… It’s the get me out of this conversation as fast as possible look because I’m wasting my time.

      But, you know for those who don’t get help with this, and it’s the overwhelming majority, they will spend years figuring it out (or maybe even a business lifetime). We are not trained to think this way. You’re a great example of that Adrienne.

      Yet, you stuck with it and to your credit you’ve done an AMAZING job! I’m so proud to call you a friend and I’m grateful to your contributions in my business.

      Thank you so much for all of your encouragement!

      I hope you have an incredible finish to your week.

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

  10. Hello, Don and Sherryl,

    What an excellent message and share, thoroughly enjoyed it. I agree wholeheartedly with what you’re saying. I suppose I’m weird, but I don’t really check out when someone tells me what they ‘do.’ I suppose that it has something to do with the fact that I see everything through an entrepreneur’s/marketer’s eye and go beyond what they’re telling me, several steps in fact, to fill in the pieces in my mind’s eye. 🙂

    Emotional connection, results and success. Yep – definitely related! Framing the problem our prospect has in the right light so as to lay out how we can help alleviate the pain points, is essential, I agree.

    Great thoughts shared, and I especially like the simplicity of your message when you say, if we’re confused about what business we’re really in, then our prospects will be also. So very true!

    Much needed message, Don, so thanks for helping clarify this all important topic/issue. Sherryl, appreciate the awesome choice you’ve made, and will enjoy sharing with friends!
    ˜Carol
    Carol Amato recently posted..Are You Missing Your Audience? If They Knew You Existed They Would Miss You Too!My Profile

    1. Hi Carol,

      You’re definitely not weird. You’ve honed your listening skills and have trained yourself to listen with an ear to learn and potentially help someone develop their business. I believe that’s a sign of a true networker.

      Don does keep his message simple and the way he uses specific examples to illustrate what a tangible value is and the problems that need to be solved is helpful.

      I read Don’s guest post on your blog this week and (while it was different) he stays on message. Don has definitely found clarity in his message.

      I’m glad you enjoyed Don’s post and thanks so much for taking the time to join the conversation.
      Sherryl Perry recently posted..Big Companies Use Neuromarketing to Influence Buyers. Can You?My Profile

    2. Hi Carol,

      Thank you for sharing your thoughts and being so open. I can’t tell you how much I love that!

      If by weird you mean your not the norm, I would agree with that, but in a really good way of course.

      My point is that 95% of those who will see or experience our business, read our blogs, engage, share or even buy from us don’t think like you and I do.

      I’m so glad you saw the simplicity in my message… because that really is the point!

      We are trying to identify with and create opportunities with those who only know they have a problem or need to be met. I learned a long time ago through my speaker coach that when I present it’s one topic to one person in the audience.

      I also think that’s highly applicable to my context in the article. Getting real clear and specific is hard for a lot of business owners and if the Super Bowl ads proved anything it’s that it’s hard for corporations as well who have blind spots.

      Figuring out how our tangible values and the problems we solve and how we communicate that is the difference between just talking about ourselves and our services or talking our audiences language that resonates with them in a relevant, compelling and inspiring way.

      I treasure your comment Carol and thank you for adding such strong value to the conversation.

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

  11. Hi Don and Sherryl

    So Don you are everywhere nowadays. 🙂 So glad to see you here at Sherryl’s wonderful blog.

    You are spot-on to say people want tangible benefits and hardly believe in promises beyond a limit.

    So to meet their demand of having tangible benefits the two relevant sources are testimonials by those who already are using a product and secondly case study of the success of an individual or a group or a company after using a given product.

    People many times take the features and benefits same so one is the need and the other one is the ultimate result of fulfilling a need.

    Do agree with you one should not end describing the benefits till the customer is fully satisfied. But he should not repeat mentioning the same benefits nor should try to exaggerate and be specific while describing them as you mentioned.

    Thanks a lot Don for sharing and Sherryl appreciate you featuring him at your awesome blog.
    Mi Muba recently posted..10 juicy styles for solution selling at your blogMy Profile

    1. Hi Mi,

      As I always say on my blog, it’s amazing what happens when you identify clearly those who serve the same audience you do but in a different way and connect with them meaningfully.

      Sherryl was so gracious and kind, and patient, with me on this article. I’m extremely grateful for the opportunity to share with her audience.

      To your point, I remember the old days when we talked a lot in sales about “Features and Benefits” and to sell on those two things. Thank goodness we’ve moved past that, or at least some of us have, lol…

      Features and benefits never get to the heart of why someone buys. It’s leaves us stuck at what to buy and that’s good too, but it’s incomplete.

      To say it a different way; why would I consider buying the exact same product but from a different person or company?

      It’s because of why and how they resonated with me. That’s where the tangible value comes in and how we communicate the problem we solve or the need we meet.

      It separates us from the competition who 95% of them don’t and won’t do this hard work in their business.

      Otherwise, we are giving the prospect every reason to price shop and buy based on price. If you’re retail, you’re probably stuck; but if you’re a service you don’t want people buying you based on price but on tangible value.

      Thanks so much for a great comment Mi!

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

      1. You don’t have to thank me for being patient Don. I recognize how busy you are and your post was certainly worth waiting for! Many influential are dropping by and responding to your post already and we’re just getting started.

        I too remember the old days when everyone was talking about “Features and Benefits”. I’ve heard you refer to the static websites that we used to be so proud of. Remember how common it was to have a page(s) just for features/benefits? Now, that’s really going back. I actually built a few of those myself. 🙂

    2. Hi Mi,

      Don is everywhere these days! The same day that I published his post, Carol Amato published one of his articles too. I don’t know if Don knew when Carol was publishing on her blog but I know he didn’t know that I’d publish on the same day. (I turned it around really quickly.)

      The thing is, both of his posts were very similar. Each one talked about knowing your business and defining tangible values. Don is consistently on point and he’s his own “poster child” for what he teaches. 🙂

      I know you’re very busy too Mi. I appreciate that you took the time to add your valuable insight. (I’ll be by soon to check out your 10 juicy styles for selling at your blog.)
      Sherryl Perry recently posted..What SEO Tools Do You Use? #FridayFindsMy Profile

  12. Don I knew this was a Don P post the second I read the title. Powerful branding!! I know you by how you write and by the words that you use, too. This is why selling is really not all that hard if you’re clear on what you really do for others, business-wise and heck, life-wise.

    Writing these words from Singapore. Hitting Bali in a bit. Will stop by your blog soon Don. Thanks for the inspired share!

    Ryan
    Ryan Biddulph recently posted..13 Tips for Becoming a Full Time Travel BloggerMy Profile

    1. Hi Ryan,

      It’s exciting to see how many people have learned when it’s me just by the combination of word choices I use and how that has branded me. That’s a great lesson for anyone who is running a blog for their business and has learned what business they are “really” in.

      Thanks for bringing that out my friend!

      I’m glad you made it out before the “storm”, lol… The snow isn’t going to hold you back is it my friend? I suppose the next time you’re state side it’ll be warm and green again…

      Thanks for commenting and sharing Ryan.

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

    2. Hi Ryan,

      Talk about someone who is recognizable by what and how they write – that’s you too! You certainly rebranded yourself when you launched your Blogging from Paradise site.

      Everything you say and do speaks of your business. It’s clear what you do. Just letting us know that you’re “Writing these words from Singapore” speaks volumes.

      As always, thanks for dropping by and weighing in on this. Enjoy Bali!

  13. Hi Don, As a former Sales Executive for many many years, I must say you are right on the mark with this post. Know who you are, what you do, what you offer. If you are hesitant and unsure, they will find the guy who KNOWS what he has to offer and can state it with clarity and confidence and you’ll lose your sale.

    1. Hi Susan,

      Thank you so much for your comment. I would say you have to go even deeper than that and discover the tangible value you provide and then the specific individual problems you solve. This forces us to learn to think like our prospects and consumers.

      When we do that we help them see our competency and we give them a reason to buy us; and it also eliminates unnecessary competition because we are clear, concise and specific about our business from the public’s point of view in a world where the majority of businesses only talk about themselves and their products or services.

      I appreciate your encouragement and feedback Susan!

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

    1. Hi Don,

      Thank you for accepting my offer to guest post here. I’m sure that my readers will appreciate your article.

      You’ve added a lot of value here by sharing your insight and giving us solid examples of tangible values and explaining the problems that we solve.I really appreciate that you took the time to share your knowledge with us. I hope you have a great week! I’ll be by your blog later today. 🙂

  15. Don — you are quite right that you need a clear focus on what business you’re really in. I know that now but didn’t in my first start-up 20 years ago. It was a struggle and I wasn’t making money so eventually I took another full-time job. Business owners without clarity of purpose and an understanding of specifically how they can help solve problems will not attract buyers.
    Jeannette Paladino recently posted..Is Microsoft Starting a Trend in Customer Service?My Profile

    1. Hi Jeannette,

      Thank you so much for your comment!!! It’s very normal, unfortunately, for business owners to do everything but gain the clarity they need.

      I was actually talking recently with an investor who said she looks for people who do understand their business from the public’s point of view because it tells her they really know how to market and sell.

      Most of the people asking for $20,000 – $500,000 have no idea how to do anything other than spit out a few facts about the product without knowing much about the audience and she in particular is very leery of them as a result.

      Thank you so much for sharing a bit of your story Jeannette. It’s powerful!!!!

      I hope you have an incredible week!

      ~ Don Purdum
      Don Purdum recently posted..Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?My Profile

    2. Hi Jeannette,

      Thanks for sharing your experience about your first start-up. Years ago, my husband and I started a specialized photography business together. We were doing okay with it but it wasn’t generating enough income to support our family.

      That’s when we lost focus and decided to deviate from our core business and create a “system” that could be packaged and offered as a business opportunity to other photographers. That course involved manufacturing (which I had sworn to myself to never get involved in again),

      My husband went back to work full time and I had learned enough about building websites and marketing to start my consulting business. It was a big mistake to have gone down that path but we did learn a lot from it.

      As always, thanks so much for adding your insight to the conversation.

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