https://youtu.be/YRTLJn8_-ps
Episode 1067: Can you explain what you do in one sentence?
If you can’t explain what you do in one sentence, you don’t understand it well enough yet, and neither will your buyer.
Why this matters more than you think
Most business owners can talk about their offering for ten minutes without stopping. Ask them to do it in one sentence and they freeze. That freeze is a problem, and it’s not a small one.
Communication is selling. Not a part of selling, not something that supports selling. It is selling. If your buyer can’t quickly understand what you do, they can’t buy it, no matter how good it actually is.
The real reason you’re struggling to explain it
Most people try to explain their solution first. That’s backwards. If you can’t explain your solution simply, it’s usually because you can’t explain the problem it solves simply.
Start there instead. What’s the problem your buyer has? What causes it? What have they already tried that didn’t work? Once you can answer those in a few words, explaining your offering gets a lot easier, because the solution follows naturally from the problem.
What a one sentence explanation actually does for you
A tight explanation isn’t just neat. It removes friction everywhere. Buyers get it faster. Referrals get easier because people can repeat what you do accurately. Your team explains it the same way every time instead of everyone making up their own version.
Until you have that sentence nailed down, there’s a handbrake on your sales performance whether you can see it or not.
Could a stranger explain what you do back to you after hearing it once?
Take Action
Write down how you currently explain your offering. Then strip it back to just the problem you solve, in plain words, no jargon. Read it out loud to someone outside your industry and watch their face. If they hesitate or ask “wait, what do you mean by that?”, that’s the sentence you need to fix first.
See Also
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