1) Am I clear about what I’m selling?
It’s very important that a potential customer understands what it is you sell and how your product will meet their needs. Having a clear sales message is so important – technical jargon and obtuse wording only leads to confusion and disinterest.
So clearly set out what your product is and what benefit and value it brings to your customers. This clarity must show up in every interaction with your customers, including networking, marketing literature and your website.
2) Is my business coherent in its branding and marketing?
Your business branding is your core identity. From colours, fonts and your logo, through to the appearance of your marketing literature and digital sales tools, there must be cohesion throughout.
Business branding and marketing messages tell a customer a lot about how you run your business. If they’re un-imaginative or messy, it tells your customer that those elements are probably showing up in the way in which you do business. It won’t build confidence and you will lose customers before they even approach you. (Read three ways you can bring out your brand’s personality.)