Clarity: having your counterpart (clients, suppliers, prospects) aware of your claim (what you do for whom) and your purpose (why you do it).
Is it clear enough for your prospects, clients and you to articulate what you do and how you can help them solve their pains? Or how you can help them be transformed? → Positioning.
When your articulation lacks clarity, it stops people from going deeper —or just go and ignore it. It’s a natural response. When we have cognitive overload, we choose to move away.
Here’s the definition of Cognitive Load Heuristic by Nielsen Norman Group:
“When the amount of information coming in exceeds our ability to handle it, our performance suffers. We may take longer to understand information, miss important details, or even get overwhelmed and abandon the task.“
Examples of unclear articulations:
- “We create a high level of collaboration with our clients” —right… because all your competitors don’t…
- “You bring solutions to your clients’ most difficult problems” —because your competitors bring problems…
- “We’re Customer-Focused” —because no one else cares about their customers…
You’re getting the point.
How can you bring clarity to your claim?
Here are a few questions that could help you with that:
- What do you do?
- Who do you do it for?
- What’s the change you help create?
- What are the people you help with trying to achieve?
- How specific is that group of people?
- How different are you from the alternatives?
- What are your non-negotiables when you do your work?
Now you can frame it as
I help [this specific group of people] with [this outcome to achieve], doing [that thing that you do] so that they can [big picture transformation].
Let me know how you do. 🙂