Too often, when businesses use the word “how,” they talk about “how” their product works, or how their solutions function.

Basically, some form of how they do what they do. That’s the wrong “how.”

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The intentions are good.

When you know you have incredible values to offer, it’s tempting to explain how your products or services work.

It’s not selfish. It’s passionate.

Basically, you’re saying: if consumers only understood exactly what we do, they would want what we have more than anything!

But, as a small business, don’t try to educate consumers. It’s too expensive anyway.

And it’s not consumers' job to understand you.

It’s your job to understand what consumers want most and communicate exactly that better than your competitors.

Keep the focus on the exact problem your consumers have.

Then your “how” changes.

It’s not about “how it works” anymore, but rather, how do we remove the specific problem standing in the way of the result consumers want most?

It creates a completely different communication structure.

Now, you’re pairing the outcome consumers want most with your solution. You’re not just talking about yourself.

Think of it this way, don’t talk about “how” you do what you do.

Talk about how what you do removes a big, specific barrier consumers know they have and want it removed.

Small mental shift.

Huge business impact.