One Thing to Improve Your Business Today

by Shawn Karol Sandy

When you stand before a group of people who come to hear you give them solutions, bring them strategies and help them change their economic status—that’s a pretty awesome and humbling place to be.

So, you better show up with some really excellent, impactful, inspiring and in my opinion, actionable recommendations.

I like to close speaking events with business owners in the audience with a final statement that, if nothing else sinks in, leaves them with a strategy that they start mapping out the second it hits them. They’re thinking about it in the elevator and by the time they’re in their cars, they are furiously scratching out notes on an envelope they scrounged up from the glove box.

If I could tell you one thing to help you improve your business today

I would tell you to invest time, energy and resources in identifying, understanding, empathizing and relating to your target audience—on their terms, in their language, where they are in the moment, in their reality and in their context.

All your messages should be created through the filter of your target audience.

All your marketing, selling and customer experience messages should be created through the filter of your target audience: their needs, their perceptions, their risk, their problems, their truth, their buying process, their value and business drivers.

Because you’re not selling to you.
It’s not about you.
You have already gulped your own Kool-aid.
You know how great are.
You know how you can help people and you know what value you generate.
But You are not your customer.

Take Off Your Business Blinders

...and walk around the desk around the counter, outside of your business. Seek outside perspective, a fresh set of eyes and ears to develop a voice and messages that are meant for your ideal clients.

Connect faster, more authentically and with personal, human to human communication that attract your target customers like bees to nectar.