We know, don’t we, that good communication is important in business. In my view, one of the most fundamental pieces of communication is how we talk about what we do.
There are many challenges to be overcome here. We want to avoid sounding just like everyone else in the same field. We want our message to resonate with people and we want them to remember us. We may also want them to talk about us with other people – ideally the sort of people we would like to have as client.
One traditional approach here focuses on crafting a standard ‘elevator pitch’. Another requires us to identify a Unique Selling Point (USP). Both of these miss the point in my view.
Elevator pitches originated with the idea that it should be possible to deliver a summary of your idea or plan to an important person in the time span of an elevator ride. By definition in such cases you know almost nothing about the other person so cannot tailor what you say so that it resonates with them.
It can be a bit of a puzzle too to avoid listing out everything we do and either confusing or overwhelming the person we are with.
I am also not a fan of professional advisers claiming to have a Unique Selling Proposition (USP). I have suggested previously that a better idea would be to identify the Unique Perceived Benefits (UPBs) of your service proposition. See: Stop talking about your USP – it’s the same as other accountants. Another idea here is focus on identifying your ESPs (Emotional Selling Points) if that works for you.
Better than all this though, if you really want to STAND OUT from others in your field is to craft a number of business messages that each satisfies the 5 point RUBIK test.
UNDERSTANDABLE – Avoid jargon.
BENEFICIAL – Focus on the benefits you deliver or on how your clients feel.
INDIVIDUAL – What you say should be distinct from what other accountants might say
KEY – Evidently KEY, relevant and meaningful to the person you are with.
It’s rarely easy to do this and you may never get it absolutely ‘right’. However you will find that the way you communicate your business message will improve if you keep the RUBIK acronym in mind. I’m aware of course that many accountants feel that they provide a service that appears indistinguishable from many others who do the pretty much the same thing. But each accountant is different and brings different experiences and interests to bear.
Getting it right is also hard, for different reasons, if you offer a number of services, as I do for example.
How do your business messages measure up against the RUBIK acronym?