This may come as a shock to some, but some of the documents I read are sometiimes very long and not terribly interesting. I dont fault a business for being complicated. Heart surgery is complicated, and that is a good thing. But often I reach the final paragraph and I still dont know what a business actually does.

Ive learned to inquire politely, in various ways. Inevitably, I ask:

Just tell me why people give you money?

Suddenly all the fancy words disappear in the muddle of customer features, benefits and innovations.

WHY do people pay us money? Thats easy:
We fix their computers, or
We tell them how to run their business, or
We sell them software that organizes their information.

Network solutions providers? Strategic Entrepreneurial Consultants? Back End IT Enterprise Management Systems Engineers?

No. Just give me those verbs fix, tell, organize these are the words hidden in those complicated paragraphs muddy with well intentioned meaning.

Next time youre trying to describe your business, err on the side of clear communication.

Customers give me money to _______.

The words will work magic for you!

Beth Parker
Professional Writer
www.bethparker.com

President, CAWEE
Canadian Association of Women Executives & Entrepreneurs
June 2008-June 2010