Describe your business in one word

In working with a new client on her business plan recently and brainstorming about how she would describe her business, we discovered that ‘charming’ was a perfect description.  As simple as a word as that is, it was not easy to nail down.  By listening to the client, asking lots of question, and deep digging, it became clear that it was the perfect word.

In retrospect it was kind of obvious but seldom do we, as entrepreneurs, take the time to get that focused on how we describe our business.  This story is important for a few reasons:

1)    This one-word description will be the basis for creating consistent marketing materials that convey the personality of the company and what the company offers.  Think of Apple, what word would you use to describe them?  Many people would say innovative.  It’s a fitting word and it comes across in their marketing.  Disney is described as imagination and it shows.  Maybe you think it doesn’t matter because your company is just you.  I would argue that having a strong brand matter even more to the solo entrepreneur.  Your marketing materials should work for you and the more you can convey the message of your offer through your marketing the less work it is for you.

2)    This example illustrates the benefit of having an objective outside opinion from someone who can ask questions that get to the root of the matter.  It is very difficult to be objective when you are dealing with your business because you are just too close to it.  Someone who is trained in the art of asking the right questions can make all the difference in the world.  Consider the money you spend on getting this clarity should be considered an investment in your business rather than a cost.  Remember, investments have the potential of gaining a return whereas costs are just money out of the account.

3)    This exercise demonstrates the value of creating a business plan.  This exercise comes out of the very first pages of plan and it will play a critical role in the success of the company as it unfolds.  Too many people skip over the first section of their plan covering the general company overview.  Questions like ‘why are you in business’ and ‘describe your business’ just seem too obvious and are glossed over.  That is a big mistake.  You will be surprised at the information you will uncover by digging into these questions.

This is a surprisingly difficult exercise but the payoff is huge.  It may not be apparent immediately, but it will make future decisions easier because now there is a reference point.  For instance, my ‘charming’ client has a product that will sell well at an expo so she is thinking about what her booth should look like.  Don’t you think it will be important that she choose materials that support her brand and image?  If you were to describe your business as cutting-edge, what type of marketing materials would best support that claim?  Do you think cardboard display boards with signs printed from your home computer are going to convey that image?  No way.  The brand and image you present matter.  And it all starts with one little word.  My encouragement for you is that you put some thought into what you want to represent and then review your marketing materials to see if that is what you’re doing.  Remember, you can achieve whatever you believe as long as you are willing to work for it!

Request your free eBook ‘Boost Your Business Now’!

Do you feel tongue-tied when people ask what you do? If you had to, could you describe your business in one sentence?! 

Knowing EXACTLY how to describe your business is so important, and I’m going to give you a few different ways to do it!   

Think of this like clothing shopping … 

You walk into a fun boutique, and you’re trying on an outfit. It’s SO cute! But, deep down, you know you’re not going to wear it too often…

That’s what I see with so many business descriptions. They are a little forced and make people wonder, “Where exactly are they going with this?” 

I recommend people have a 3 different business descriptions. 

1) The Everyday Description

The first is the one you need to think of as your “everyday outfit.” It’s something that’s so YOU. 

You’re comfortable in it and you can take it with you anywhere! You can remember this description so well it just rolls off your tongue. You can say it to anybody, and you feel good saying it. 

An example of this for my business is, “I help women get really clear on exactly which business to start and exactly what steps to take to make money quickly.” 

It’s short and sweet! Nobody, no matter what, would have a problem understanding it. It is the perfect description to have in your pocket that you can whip out. 

2) The Wow Description

But, sometimes you want to make people go WOW! That’s when you come up with a statement that’s a bit more descriptive with more impact. 

These types of descriptions can serve different people. A great example is somebody you have nurtured on your list, and you know they’re an ideal customer. You really want to drive it home about the value you can bring to them. This is an example of a “dressier” description.  

An example for me would be, “I’m a business coach that helps women get really clear on exactly what business they should start and then exactly the smartest and fastest way to actually make money, so they never have to worry about what they’re doing.” 

(I am adding an additional qualifier from the very beginning by stating, “I’m a business coach.”) 

For this description, I added some “accessories.” But, it’s still in the client language. It’s still something that an actual client would say. This type of description is so important when you’re marketing online.  

3) The One-Word Description

Last, but not least, the third description is the opposite of dressing it up—this is when you strip it down. 

It’s the one foundational piece that is so versatile you can put it everywhere. It is the foundation of all your other outfits. It’s so subtle, they may not even notice it. They wouldn’t even realize you’ve worn this before…or that you wore it the day before! 

This is your one-word description.  

The one-word description is extremely important. Not necessarily for them to know, but it’s so important for YOU to know. 

It’s a question of selling them what they want versus giving them what they need. With this last, one-word description, it’s really the thing they need that they may not even realize. 

For instance, in my business, that one thing is “peace.” I’m giving people peace of mind, so they don’t have to worry. I alluded to that in the fancier description. I said they’ll never have to worry about what they’re doing.  

Knowing that I’m being REALLY clear on that, even if I’m not saying it to everybody out loud, helps me put that into so much language. (If you start to pay attention, you’ll see it!) 

Because I know that’s really what is needed. Right? Especially for my customers. That’s really what’s needed when you’re growing a business. You just need peace of mind… 

So, spend some good time thinking about what that ONE thing is that really describes your business and what you’re selling — that core nugget. 

Again, you’ll want an everyday description that rolls off your tongue without a problem. It feels very comfortable for you!  

After you’ve determined this, then think about that fancier description where you’re really splashing out and making people say WOW! 

And finally the one-word description that highlights what you’re REALLY selling.

Here’s to crafting and showcasing your stunning “wardrobe,”

Jenna 

P.S. Get my FREE guide “Idea to I Did It!” and learn the daily actions that will transform your idea into an actual, thriving business (including how to get away from that nasty to-do list!). Includes a sample schedule and checklist! Get it here.

It’s no secret that much of business success stems from clarity.

If you dig deeper into the problems and setbacks that entrepreneurs encounter (missed revenue targets, non-converting sales pages, failed product launches, etc.), a lot of it can be attributed to a lack of clarity.

But even if you’re clear about basic things such as what you sell and who you sell it to, it isn’t enough to know this on your own. You should be able to clearly and easily describe your business to others as well.

This is where your one-sentence business statement comes in handy.

Your one-sentence business statement is a clear and concise description of what your business does, who you do it for, why you do it, and what sets you apart from your competition.

Here are 10 different ways this can be useful for you:

1. You can add this to your business plan.

2. You can use this as an elevator pitch.

3. You can share this when networking.

4. You can highlight this on your website homepage.

5. You can include this in your bio for guest blogging.

6. You can turn this into your podcast or Youtube introduction.

7. You can add this to your email signature.

8. You can highlight this in the bio sections of your social media accounts.

9. You can incorporate this in your media kit or pricing guide.

10. You can even add this to your brand collateral.

Pro tip: It helps to also practice saying this statement out loud so you have a response to the dreaded question, “So, what do you do?”

What’s even more powerful about it is that aside from using it for marketing and communications, it can also serve as your business’ compass—it can help you and your team stay focused on what you should be doing and steer clear of what doesn’t serve your business purpose.

All of your tasks, strategies, and systems should be in line with it. It can be a factor when hiring people to join your team. It can help you decide what products or services to add or remove. It can even help you when you scale your business.

Remember, crafting your own one-sentence business statement doesn’t have to be intimidating. It’s just a matter of answering five key questions:

1. What’s your business name?

2. What do you sell?

3. Who do you sell it to?

4. What problem do you help them solve or what goal do you help them achieve?

5. What makes you different?

1. What’s your business name?

First, simply state your business name.

2. What do you sell?

Second, highlight what exactly it is that you sell, provide, offer, create, or do as a business. Be as specific and concise as possible, and don’t use words your target clients or customers won’t recognize.

3. Who do you sell it to?

Third, identify the type of client or customer you’re targeting. Remember the saying, “a business that targets everyone appeals to no one?” Now’s the time to answer the questions: What niche are you in? Who is your ideal client or customer? You must have created your product or service specifically for them so make sure there’s no confusion when you mention them here.

4. What problem do you help them solve or what goal do you help them achieve?

Fourth, declare the promise you’re making to your target client or customer through your product or service. What’s in it for them? What problem of theirs do you help solve? What goal do you help them achieve? What kind of benefit or transformation can they expect from their purchase?

5. What makes you different?

Lastly, pinpoint what sets you apart from other businesses. This is a big one because not everyone will go the extra mile and present the unique value that they bring to the table. But in order to stay ahead of the competition, you’ll definitely want to prepare your answers to questions such as:

“What do you offer that others don’t?”

“Why should I hire you or buy from you and not from someone else?”

“Why should I hire you or buy from you if I can just do it myself?”

“Why should I hire you or buy from you if I can just research online for free?”

A helpful tip for answering question #5 is to identify your unique value proposition.

A unique value proposition (UVP) or unique selling proposition (USP) describes the distinct benefit of your product or service and what distinguishes you from the competition.

Even if there are thousands of coaches, consultants, designers, or freelancers out there, your UVP will help you stand out and stay top of mind.

In the case of Productive and Free, we provide strategic time-saving templates that help busy entrepreneurs be productive and free as they grow their dream businesses.

Our UVP is the fact that we provide time-saving templates that are created with strategy and conversion in mind.

Each and every template we have is well thought out with the client or customer in mind and we incorporate proven marketing strategies we’ve researched, developed, and tested ourselves.

Some of the other template shops don’t even have lead magnets to offer, haven’t sold their own services, are not coaches themselves, haven’t sold their own courses or eBooks, haven’t hosted a challenge, don’t post on social media, or don’t have their own website.

We do, and we have.

We’ve even developed our own 3-template system called Client Experience Templates™ to help coaches and service-providers provide an amazing client experience.

In the end, we deeply care about our customers so our goal is to help them save time, energy, and money.

We even say, “Our goal in helping you be productive isn’t so you can simply do more work, but so that you can be free to do more of the things you love.”

Here’s another example.

Let’s say you offer wedding photography services and your one-sentence business statement is:

My Photography Business, LLC provides photography services to wedding couples so that they can remember their special day forever.

At first, this business statement seems complete.

It has your business name, what you sell, who you sell it to, and what outcome you help them with.

But keep in mind that there are a lot of other wedding photographers out there.

There are so many in fact, that you can probably replace your business name with someone else’s, and no one would know the difference!

What you can do is include your UVP and revise it to:

My Photography Business, LLC provides one-day edit photography services to wedding couples so that they remember their special day forever.

Or

My Photography Business, LLC provides hassle-free videography and photography services to wedding couples so that they remember their special day forever.

Suddenly, your business is more appealing to your target client or customer and you have a better chance of standing out from the crowd!

Here are other ways to include your UVP in your one-sentence business statement:

• Mention what people don’t need to do or worry about

  • “Without ______”

    • Without hassle

    • Without wasting more time

    • Without paying for ads

• Mention the unique features or benefits of your product/service

  • “Through ______”

    • Through an 8-week intensive program

    • Through a streamlined client system

    • Through our VIP membership

• Mention the unique method or system you use

  • “By ______”

    • By attracting more of the right clients

    • By automating 80% your processes

    • By using only free tools

Putting it all together

Once you have your answers to all five questions, you can then use them to fill out this simple one-sentence business statement template:

[Your business name]

provides / offers / sells / creates

[Your product and/or service]

to / for

[Your target clients or customers]

so that they can

[Solve a problem or reach a goal].

*Don’t forget to insert your unique value proposition wherever you see fit!

Examples

Here are some (fictional) examples.

Fine Designs LLC sells high-converting lead magnet templates to online business owners so that they can attract more email subscribers and turn them into paying customers.

Cara’s Coaching Company provides 1-on-1 coaching services and 90-day meal and fitness plans to busy entrepreneurs so that they can develop healthy habits that finally stick.

Right Writing LLC offers 3-day sales page writing services to online course creators so that they can launch quickly and reach their revenue goals.

Lovely Calligraphy Collective creates gold-foiled hand lettered invitations for trendy event hosts so that they can host memorable parties and functions.

Val’s VA Company provides comprehensive social media management services to brick-and-mortar businesses so that they can grow their online presence without paying for ads.

Over to you

Take this opportunity to craft your own one-sentence business statement (in case you haven’t yet) by downloading this FREE PDF workbook.

Did you find this article helpful?

You’ll find the same level of strategic thinking in our time-saving templates!

Here’s an interesting question: What’s the one word that sums up what you and your business are all about?

A client asked me this question why we were working together yesterday.  I had to pause for a moment.  But only for a moment mind you.  The first word that popped out of my mind for me was ‘Vision’.  I followed this up with a quick explanation.  liber8yourbusiness helps people get clear what their vision for the future looks like, and then build a plan to get there.   Which brings me back to one of my favourite sayings:

“If you don’t know where you are going, how will you know when you get there?”

The other word I wanted to say was ‘freedom’.  My purpose on the planet is to help people create a free and happy life.  Which leads to another of my favourite sayings:

“The purpose of a business is to set the owner free”

So what is it for you?  What one word describes the purpose you and your business fulfil on the planet?

Ask yourself the question and now… immediately… write down the first answer that pops into your head.

Take a good look at it.  What did you say and why did you say it?  How clear can you really get on the true purpose of your business?  Clarity of purpose is one of the most empowering tools of business success.  Take the challenge now… and let me know how you get on.

Love to hear what your one word is and why.

Be free

 

From the desk of liber8yourbusiness.  Business mentors and publisher of Liber8yourBusiness:  The revolutionary planning technique that will set every business owners free.

One of the most important parts of a business is how you describe it. I don’t want to say that what you doing your actual business doesn’t matter, but the description is usually the first thing people see. If you have an online business most people will land on your home page or on the page with work examples. And those pages will always have a few words that describe what you do and what you stand for.

The same thing goes for marketing campaigns. Most marketing campaigns are usually composed of a few pictures or videos and some words that describe what you do.

Positive words can resonate with people, they can win people over and they can help people.

So here is a table of 101 positive words that you can use to describe your business, and after the table you will find a list with the same words but also with their meaning and an example of how you can use them in a sentence.

Abundant	Accessible	Abundance
Adaptability	Addition	Ageless
Allure	Authentic	Balanced
Bankable	Beneficial	Bountiful
Brave	Breakthrough	Brilliance
Captivating	Collaborative	Commitment
Community	Complete	Dear
Definitive	Desirable	Devoted
Different	Diplomatic	Direct
Discipline	Diverse	Durable
Educational	Efficient	Elite
Fair	Familiar	Family
Flexible	Focus	Freedom
Friendly	Fun	Gain
Generous	Goal-Oriented	Growing
Happiness	Happy	Harmony
Hero	Honest	Honorable
Humane	Ideal	Immaculate
Improved	Incredible	Industrious
Inexpensive	Infallibility	Innovative
Insightful	Invaluable	Joy
Liberty	Logical	Loyalty
Marvelous	Motivating	Multi-Purpose
Natural	New	Notable
Optimism	Organic	Original
Outstanding	Perfect	Permanent
Priceless	Proud	Punctual
Quality	Revolutionary	Reward
Rich	Special	Suitable
Talented	Team	Teamwork
Trust	Trustworthy	Unified
Unique	Useful	V.I.P.
Vital	Warm	Welcoming
Workable	Pure

List with 101 Positive Words to Describe Your Business

Abundant

Meaning: Present in great quantity; more than adequate; over sufficient; well supplied.

Example: An abundant supply of toys.

Accessible

Meaning: Friendly and easy to talk to; approachable.

Example: He is more accessible than most lawyers.

Abundance

Meaning: An extremely plentiful or over sufficient quantity or supply; affluence; wealth.

Example: The enjoyment of abundance.

Adaptability

Meaning: Able to adjust oneself readily to different conditions.

Example: An adaptable person.

Addition

Meaning: The act or process of adding or uniting.

Example: This addition will surely improve my performance.

Ageless

Meaning: lasting forever; eternal; undying, never out of fashion.

Example: That look is ageless.

Allure

Meaning: To attract or tempt by something flattering or desirable, to fascinate, to charm.

Example: The allure of a vacation.

Authentic

Meaning: Representing one’s true nature or beliefs; true to oneself or to the person identified.

Example: A story told in the authentic voice of a Midwestern farmer.

Balanced

Meaning: Being in harmonious or proper arrangement or adjustment, proportion, etc.

Example: A balanced diet will do wanders for your health.

Bankable

Meaning: Certain to bring profit and success, reliable.

Example: A bankable assurance.

Beneficial

Meaning: Conferring benefit; advantageous; helpful.

Example: The beneficial effect of happiness.

Bountiful

Meaning: Abundant; ample.

Example: A bountiful supply.

Brave

Meaning: Possessing or exhibiting courage or courageous endurance.

Example: He is a very brave child.

Breakthrough

Meaning: Any significant or sudden advance, development, achievement, or increase, as in scientific knowledge or diplomacy, that removes a barrier to progress.

Example: The jet engine was a major breakthrough in air transport.

Brilliance

Meaning: Great brightness; splendor, elegance, or magnificence, excellence or distinction; conspicuous talent, mental ability, etc.

Example: The brilliance of a fine diamond.

Captivating

Meaning: To attract and hold the attention or interest of, as by beauty or excellence; enchant.

Example: Her blue eyes and red hair captivated him.

Careful

Meaning: Cautious in one’s actions.

Example: Be careful when you go hiking.

Charitable

Meaning: Generous in donations or gifts to relieve the needs of indigent, ill, or helpless persons, or of animals.

Example: A charitable man giving much money to feed the poor.

Collaborative

Meaning: Produced by or involving two or more parties working together.

Example: Collaborative research.

Commitment

Meaning: The state or quality of being dedicated to a cause, activity, etc.

Example: The company’s commitment to quality.

Community

Meaning: A social group of any size whose members reside in a specific locality, share government, and often have a common cultural and historical heritage.

Example: the community of Western Europe.

Competent

Meaning: Having suitable or sufficient skill, knowledge, experience, etc., for some purpose; properly qualified.

Example: He is perfectly competent to manage the bank branch.

Complete

Meaning: Finished; ended; concluded.

Example: A completed task.

Dear

Meaning: Beloved or loved.

Example: A dear friend.

Definitive

Meaning: Having its fixed and final form; providing a solution or final answer; satisfying all criteria.

Example: The definitive answer to a dilemma.

Desirable

Meaning: Worth having or wanting; pleasing, excellent, or fine.

Example: A desirable apartment.

Devoted

Meaning: Zealous or ardent in attachment, loyalty, or affection.

Example: A devoted friend.

Different

Meaning: Not alike in character or quality; distinct in nature; dissimilar.

Example: The two brothers are very different, although they are identical twins.

Diplomatic

Meaning: Skilled in dealing with sensitive matters or people; tactful.

Example: Diplomatic officials.

Direct

Meaning: To manage or guide by advice, helpful information, instruction, etc.

Example: He directed the company through a difficult time.

Discipline

Meaning: Activity, exercise, or a regimen that develops or improves a skill; training.

Example: A daily stint at the typewriter is excellent discipline for a writer.

Discreet

Meaning: Judicious in one’s conduct or speech, especially with regard to respecting privacy or maintaining silence about something of a delicate nature; prudent; circumspect.

Example: I entrusted him with the secret because he is very discreet.

Diverse

Meaning: Of a different kind, form, character, etc.; unlike.

Example: A wide range of diverse opinions.

Durable

Meaning: Able to resist wear, decay, etc., well; lasting; enduring.

Example: That is quite a durable table.

Educational

Meaning: Tending or intended to educate, instruct, or inform.

Example: Sn educational show on television.

Efficient

Meaning: Performing or functioning in the best possible manner with the least waste of time and effort; having and using requisite knowledge, skill, and industry; competent; capable.

Example: A reliable, efficient assistant.

Elegant

Meaning: Tastefully fine or luxurious in dress, style, design, etc.

Example: Elegant furnishings.

Elite

Meaning: A group of persons exercising the major share of authority or influence within a larger group.

Example: She is part of the elite group.

Engaging

Meaning: Winning; attractive; pleasing.

Example: An engaging smile.

Fair

Meaning: Free from bias, dishonesty, or injustice.

Example: A fair decision.

Familiar

Meaning: Informal; easygoing; unceremonious; unconstrained, closely intimate or personal.

Example: To be on familiar terms.

Family

Meaning: A basic social unit consisting of parents and their children, considered as a group, whether dwelling together or not.

Example: We want a large family.

Flexible

Meaning: Susceptible of modification or adaptation; adaptable.

Example: A flexible schedule.

Focus

Meaning: A central point, as of attraction, attention, or activity.

Example: The need to prevent a nuclear war became the focus of all diplomatic efforts.   

Forever

Meaning: Without ever ending; eternally, continually; incessantly; always.

Example: It will last forever.

Freedom

Meaning: The state of being free or at liberty rather than in confinement or under physical restraint.

Example: He won his freedom after a retrial.

Friendly

Meaning: Kind, pleasant, denoting something that is adapted for or is not harmful to a specific thing.

Example: They were friendly to me.

Fun

Meaning: Something that provides mirth or amusement, enjoyment or playfulness.

Example: A picnic would be fun.

Gain

Meaning: To get (something desired), especially as a result of one’s efforts.

Example: To gain possession of an object.

Generous

Meaning: Liberal in giving or sharing; unselfish.

Example: A generous gift.

Glamour

Meaning: The quality of fascinating, alluring, or attracting, especially by a combination of charm and good looks, excitement, adventure, and unusual activity.

Example: The glamour of being an explorer.

Goal-Oriented

Meaning: Focused on reaching a specific objective or accomplishing a given task; driven by purpose.

Example: Goal-oriented teams of teachers.

Growing

Meaning: Becoming greater in quantity, size, extent, or intensity.

Example: A growing feeling of happiness.

Handy

Meaning: Within easy reach; conveniently available; accessible, convenient or useful.

Example: A typewriter is a handy thing to have in the house.

Happiness

Meaning: The state of being happy.

Example: She struggled to find happiness in her life.

Happy

Meaning: Delighted, pleased, or glad, as over a particular thing, characterized by or indicative of pleasure, contentment, or joy.

Example: A happy mood.

Harmony

Meaning: The state of being in agreement or concord.

Example: Man, and machine in perfect harmony.

Hero

Meaning: A person noted for courageous acts or nobility of character.

Example: He became a local hero when he saved the drowning child.

Honest

Meaning: Honorable in principles, intentions, and actions; upright and fair.

Example: An honest person.

Honorable

Meaning: In accordance with or characterized by principles of honor; upright, of high rank, dignity, or distinction; noble, illustrious, or distinguished.

Example: They were all honorable men.

Humane

Meaning: Characterized by tenderness, compassion, and sympathy for people and animals, especially for the suffering or distressed.

Example: Humane treatment.

Ideal

Meaning: A person or thing conceived as embodying such a conception or conforming to such a standard, and taken as a model for imitation.

Example: Thomas Jefferson was his ideal.

Immaculate

Meaning: Free from moral blemish or impurity; pure; undefiled.

Example: An immaculate face.

Improved

Meaning: To bring into a more desirable or excellent condition.

Example: He took vitamins to improve his health.

Incredible

Meaning: So extraordinary as to seem impossible.

Example: Incredible speed.

Industrious

Meaning: Working energetically and devotedly; hard-working; diligent.

Example: An industrious person.

Inexpensive

Meaning: Not costing a great deal; cheap.

Example: A simple and inexpensive solution.

Infallibility

Meaning: The quality of being infallible, or of being absolutely trustworthy.

Example: He believed in the infallibility of his leadership.

Innovative

Meaning: Tending to innovate, or introduce something new or different; characterized by innovation.

Example: An innovative mind.

Insightful

Meaning: Characterized by or displaying insight; perceptive.

Example: That comment was very insightful.

Invaluable

Meaning: Beyond calculable or appraisable value; of inestimable worth; priceless.

Example: An invaluable art collection; her invaluable assistance.

Joy

Meaning: The emotion of great delight or happiness caused by something exceptionally good or satisfying; keen pleasure; elation.

Example: She felt the joy of seeing her son’s success.

Liberty

Meaning: Freedom from external or foreign rule; independence, freedom from captivity, confinement, or physical restraint.

Example: The prisoner soon regained his liberty.

Logical

Meaning: Reasoning in accordance with the principles of logic, as a person or the mind.

Example: Logical thinking.

Loyalty

Meaning: An example or instance of faithfulness, adherence, or the like.

Example: A man with fierce loyalties.

Marvelous

Meaning: Superb; excellent; great.

Example: A marvelous show.

Motivating

Meaning: Provide (someone) with a reason for doing something.

Example: He gave the team a motivating speech.

Multi-Purpose

Meaning: Having several purposes or functions.

Example: A multi-purpose tool.

Natural

Meaning: Based on the state of things in nature; constituted by nature, of or relating to nature or the universe:

Example: Natural beauty.

New

Meaning: Of recent origin, production, purchase, etc.; having but lately come or been brought into being.

Example: A new book.

Notable

Meaning: Worthy of note or notice; noteworthy.

Example: A notable success.

Optimism

Meaning: Hopefulness and confidence about the future or the success of something.

Example: The talks had been amicable and there were grounds for optimism.

Organic

Meaning: Relating to or derived from living matter.

Example: Organic soil.

Original

Meaning: Belonging or pertaining to the origin or beginning of something, or to a thing at its beginning, new; fresh; inventive; novel.

Example: An original way of advertising.

Outstanding

Meaning: Prominent; conspicuous; striking, marked by superiority or distinction; excellent; distinguished.

Example: An outstanding example of courage.

Perfect

Meaning: Conforming absolutely to the description or definition of an ideal type.

Example: A perfect gentleman.

Permanent

Meaning: Existing perpetually; everlasting, especially without significant change, intended to exist or function for a long, indefinite period without regard to unforeseeable conditions.

Example: A permanent employee.

Priceless

Meaning: Having a value beyond all price; invaluable, delightfully amusing or absurd.

Example: A priceless artwork.

Proud

Meaning: Highly gratifying to the feelings or self-esteem, highly honorable or creditable.

Example: A proud achievement.

Punctual

Meaning: Happening or doing something at the agreed or proper time.

Example: He’s the sort of man who’s always punctual.

Quality

Meaning: Character or nature, as belonging to or distinguishing a thing.

Example: The quality of a sound.

Revolutionary

Meaning: Radically new or innovative; outside or beyond established procedure, principles, etc.

Example: A revolutionary discovery.

Reward

Meaning: Something given or received in return or recompense for service, merit, hardship, etc.

Example: She received a reward for her help.

Rich

Meaning: Having wealth or great possessions; abundantly supplied with resources, means, or funds; wealthy.

Example: A rich nation.

Special

Meaning: Of a distinct or particular kind or character.

Example: A special kind of key.

Suitable

Meaning: Right or appropriate for a particular person, purpose, or situation.

Example: A very suitable response.

Talented

Meaning: Having talent or special ability; gifted.

Example: A talented painter.

Team

Meaning: a number of persons forming one of the sides in a game or contest, a number of persons associated in some joint action.

Example: A football team.

Teamwork

Meaning: Cooperative or coordinated effort on the part of a group of persons acting together as a team or in the interests of a common cause.

Example: Their teamwork led the to success.

Trust

Meaning: Firm belief in the reliability, truth, or ability of someone or something.

Example: Relations have to be built on trust.

Trustworthy

Meaning: Deserving of trust or confidence; dependable; reliable.

Example: The treasurer was not entirely trustworthy.

Unified

Meaning: To make or become a single unit; unite.

Example: To unify a country.

Unique

Meaning: Having no like or equal; unparalleled; incomparable.

Example: Bach was unique in his handling of counterpoint.

Useful

Meaning: Being of use or service; serving some purpose; advantageous, helpful, or of good effect.

Example: A useful member of society.

V.I.P.

Meaning: Very important person.

Example: She is a V.I.P.

Vital

Meaning: Of or relating to life, having remarkable energy, liveliness, or force of personality.

Example: A vital leader.

Warm

Meaning: Having or giving out a moderate degree of heat, as perceived by the senses.

Example: A warm day.

Welcoming

Meaning: Behaving in a polite or friendly way to a guest or new arrival.

Example: The cast and crew were very welcoming

Workable

Meaning: Practicable or feasible.

Example: He needs a workable schedule.

Pure

Meaning: Free from anything of a different, inferior, or contaminating kind; free from extraneous matter.

Example: Pure water.

Final words

I hope you found this article useful and that it will help you and your business. If you want to ask a question, or if you have any words that you would like to the list please feel free to leave a comment in the section bellow.

And if you would like to share a story and share with everybody how using a positive word helped you and your business, you can also use the comment section.

Being able to describe your business in one sentence means you thoroughly understand who you are, what you do, for whom you do it, and how they benefit. This is your unique selling proposition. 

What is a unique selling proposition?

Your unique selling proposition makes your business stand out from its competition.

Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. Your USP should quickly answer a potential customer’s first and most immediate question they have about your brand: “What makes you different from the competition?”

Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective.

What your unique selling proposition really is…

In reality, your USP is what sets your business apart from others because of what your business takes a stand about. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and it becomes what you’re known for.

If you’re familiar with StoryBrand, you can get some clues about your USP from the Philosophical Problem section of your company’s brandscript. That’s where you “plant your flag” around an issue, or “take a stand” that sets you apart from your competition as it relates to the problem you solve for your customers.

Many businesses make the mistake of attempting to stand for everything when they first get started. They want to do everything well, and they want to be all things to all people. They want to be known for having the highest quality products AND the lowest prices.

The problem is this: When you attempt to be known for everything, you don’t become known for anything..

Clarity is the foundation upon which sales happen. The more clear you are about what you do and for whom, the easier it will be to reach your audience and serve them in a way that keeps them coming back for more. Being able to describe your business in one sentence allows all that clarity to pack a punch.

Plus, wouldn’t it be great to finally have a great answer to, “What do you do?”!!!

Who is your target audience?

Most of the resistance I get from clients when working on a USP with them is around their target audience. While your product or service may actually help everyone, you’ll get more traction faster if you get specific about who you want to serve.

There are many ways to define a target audience. Demographic data (age, gender, location, income, education) combined with psychographic data (interests, mindset, point of view, values) can result in a very specific target audience description.

Add to your definition any factors that are important to you. For example, maybe you want to focus on serving a particular geographic area. Or maybe a particular industry.

X = your target audience, who you serve

What do you offer?

The products and services you offer are the solutions you have for the problems faced by your clients and customers.

All of their problems stand in the way of them reaching a goal they’ve set for themselves.

It’s not enough to describe what you do or offer. Your unique selling proposition needs to connect directly to a business challenge, preferably a tangible, urgent one. 

Y = your offer, preferably tied to a business challenge

What is your most important customer-focused business goal?

Said another way, how does your business help your customers reach their goals?

Our customers have goals. They’ve also got problems standing between them and reaching those goals. If businesses exist to solve problems, what problem does your business solve?

Here at WebsitesInWP, we solve a variety of problems for our clients and customers. We can design, build, secure, maintain, and support your WordPress website; assist you in creating brand messaging for use on your website and in your email and social media marketing; and optimize your site speed, your email campaigns, and your sales funnels.

That’s a lot of different things. Describing this business in a sentence that isn’t 50 miles long will be a challenge. You might think the same thing about your own business. So let’s take a step back, look at the big picture, and answer some questions from that perspective.

Let’s make a quick spreadsheet (Excel, Google Sheet, Pages templates included here)

COLUMN A: What problems do we help our customers solve? (List them all out, creating however many rows you need.)

COLUMN B: What goal is the entry in column A preventing our customers from reaching? (Work down the column answering for each entry in column A. Repeat goals as necessary, as multiple problems could be in the way of any one goal.)

COLUMN C: For each goal in COLUMN B, distill down to 3 buckets (goal categories defined by you) and assign accordingly for each row.

Now, do a sort by COLUMN B.

For each goal in COLUMN B, look at the problems in COLUMN A. Do they make sense as a group? Do they all still prevent the same goal? Make any adjustments you need to.

Do the same sort on COLUMN C and ask the same questions. Make your adjustments.

COLUMN C gives you 3 decent options for…

Z = our customer’s goal, the benefit they get from working with u

Now you can describe your business in a sentence!

Let’s look at this sentence: “I help X do Y so that Z.”

• X is the “my target audience” part
• Y is the “my offer” part
• Z is the “their goal, how they benefit” part.

So let’s take mine in pieces, shall we?

Remember, clarity is what we’re after. Interesting is a camera-close second. 

Step 1

X (the “my target audience” part) = online business owners with Divi websites

Y (the “what I offer” part) = transform their website into a 24/7 marketing power tool

Z (the “how they benefit” part) = they can attract and help more of the right people

Step 2

Now, let’s put it together (this is where grammar matters, by the way):

I help online business owners with Divi websites transform their website into a 24/7 marketing power tool so that they can attract and help more of the right people.

General business description examples give you an idea on how to write a business description or company profile for your company, so that it communicates your field and scope of business to your target audience in the most effective manner possible.

The general company description should tell your audience what your company does, what its goals are and what business philosophy it subscribes to.

What Is a Company Profile?

A company profile is a formal introduction of your business. It informs others about the company’s products and services. A well-written company profile creates a great impression on the audience. It’s an effective way to introduce your company to your customers, creditors and other stakeholders.

If you are creating a company profile to place on your business website, you should structure it carefully so that users can easily navigate through important information, like company address, management team and contact details. A company profile listed in business directories and organizations, like Better Business Bureau (BBB), makes it easy for customers to find your company and learn about the products and services it offers.

You should write a company profile from the perspective of the reader and customize it for your target audience.

What Should You Include in a Company Business Description?

• Mission Statement: It’s a short statement that tells why the company exists and what its guiding principles are.
• Goals and Objectives: Describe your business goals or long range plans and the objectives or steps to achieve those goals.
• Business Philosophy: It’s the fundamental principle for which your company is formed.
• Industry: Describe the industry you work in, including the growth prospects and the opportunities it presents.
• Strengths and Skills: Describe the strengths and skills of your company and the advantages it has over its competition.
• Legal Structure: Specify whether your business is a sole proprietorship, partnership, limited liability company or a corporation.
• Target Market: Give a brief description of your target market and how you plan to approach it.
• Closing Summary: Write it as an introduction to create the first impression, so that your target audience wants to know more about your business.

Writing a Business Description for a Directory Listing

If you are writing a business description for a directory listing, make sure it includes the following essential information:

• Business name
• City, town or neighborhood
• Industry or business category
• Search terms related to your business
• Value statement

Business Description Examples for Directory Listing

Example 1:

XYZ is a partnership firm owned and operated by A and B in the city of Davis, California. You can find all types of lab equipment for schools and colleges.

Example 2:

ABC Company provides high quality plumbing services. We have been serving St. Washougal, Washington and neighboring areas for more than 12 years.

Example 3:

Sit and Chill is a Chinese restaurant in St. Irving, Texas. For nine years, we have been a local favorite for the best Chinese noodles in town.

Example 4:

Apex Doors is a garage door repair company in Wooster, Ohio. We specialize in building and repairing garage doors.

Tips for Writing an Effective Company Profile

• Begin with a focused company introduction that tells about the management style of your company.
• Avoid using idioms and phrases. State the mission statement as clearly as possible.
• Define your company’s policy in catchy terms keeping your target customers in mind.
• Use appropriate format and style as suggested by authority sources.
• Revise your company profile from time to time and keep it up-to-date.
• Understand the requirements of the business directory you are writing your company profile for. Some directories include everything in one place, while others provide additional fields for certain information like location, category and amenities.
• Write to inform rather than to impress. Make sure you provide all the details your customer would need to contact you.
• Align the description with the tone and brand of your company.
• After reading your description, customers should be able to visualize an image of your company rather than remembering a bulleted list of details.
• Customize your company profile for different niche-specific directories. Instead of copying and pasting the same description everywhere, try to highlight those aspects of your business which are most relevant to the platform.
• Always remember your target audience while writing the company description. Think about their requirements and preferences.
• Try to make your business stand out from your competition.

If you need help with general business description examples, you can post your legal need on UpCounsel’s marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.

Nobody does what you do better than you, but … what is it that you do again? You might have trouble describing your business in one sentence or find yourself at a loss for words when writing a company description. Knowing how to write a company description for a business plan helps you communicate with lenders, investors, employees, and potential customers.

You put a lot of thought into your original business concept. Now you need to know how to succinctly describe your business.

Where better to describe your business than in the company description business plan?

What is a business plan?

A company description is just one part of your small business plan. The business plan outlines your goals and how to achieve them.

According to the Small Business Administration, a successful business plan should include the following:

• Executive summary
• Company description (Bingo)
• Small business market analysis
• Organization and management details
• Service or product information
• Marketing and sales overview
• Funding request
• Financial projections

Another thing to note about business plans is that you can’t write one and be done. Your business is always changing. And that means your business plan is always changing, too. Be sure to update it regularly.

What is a business description?

A company description provides an overview of key aspects of your business, like what you do and what makes your business unique. Anyone reading your business description should have no problem understanding the scope of your business.

Lenders and investors should see how your business has a place in the market, as well as its benefits to future customers.

Your business’s mission statement is the part of your company description that you want the public to see. And, you should include your vision statement, too.

Regularly update your company description as your business expands or changes.

Writing your company description

You need to know how to pitch to investors and lenders to captivate their interest. Your description should answer who, what, where, when, why, and how right off the bat.

So, do you know how to write a business description? We’ll walk you through the 5 W’s (and 1 H) to consider when drafting your first copy.

1. Who?

Who are you? Who is your business? Verify that the name of your business is clear in the business description section of your business plan. And, include your name (and the names of any other owners) because lenders and investors want to know the entrepreneur behind the business.

Who is your target customer? Who are you selling to? When describing your business, make sure you know who you appeal to. If you don’t know your target customer, there’s a chance that nobody will be interested in your business.

2. What?

What is your product or service? If lenders and investors can’t understand what you’re selling or how it’s significant, they may pass on your concept. Be clear, narrow, and focused when telling lenders and investors about your business.

What are your goals for your business? Set realistic short-term and long-term goals. For example, if you plan on selling $20,000 worth of products by the end of the second month, include the goal in your description.

3. Where?

Where is your business located? If you are currently operating your business, list the address. Likewise, make sure you state where you want your business to be if you are still looking for office space.

4. When?

When will you implement your business plan and see results? Include when you want to open your business (or when you opened it).

When do you plan on achieving your goals? Also, talk about the timeline for your main goals (both short-term and long-term).

When do you think you’ll leave your business? Don’t forget to discuss your exit strategy. Whether you plan on retiring in 20 years, selling your company in 15 years, or closing it down in 10 years, be clear about when you plan on parting ways.

5. Why?

Why would potential customers want to buy from you? Explain why you are different from the competition. This is where you can describe your business’s originality. Lenders and investors want to know why consumers would want to make a purchase at your small business instead of a competitor’s.

Why are you in business? Also make sure you include your business’s mission statement. A mission statement defines why you’re in business and what your goals are.

6. How?

How are you going to structure your business? Which business structure will you form: sole proprietorship, LLC, partnership, or corporation? Explain your structure decision, too. Mention any small business advisor (e.g., business attorney) you work with to help with registration requirements, regulations, and liabilities.

How are you going to achieve the goals you set for your business? Are you going to hire employees to help you, or will you handle all responsibilities on your own? Talk about what steps you’ll take to reach the goals you outline.

How do you picture your company in the future? Include your business’s vision statement in your company description. A vision statement is an internal description that states what you want your business to look like in the future.

Business description example

Still unsure? Take a look at this business description example for more information:

Company description business plan: Final tips

Writing the business description portion of your business plan should be fun … even though it may feel more like a chore. But, this is your opportunity to talk about your business idea and get other people (i.e., lenders and investors) on board.

Here are a few final tips to keep in mind when learning how to write a company description:

• Answer the 5 W’s and 1 H
• Keep it short, simple, and easy to read
• Proofread, proofread, proofread
• Determine whether it’s interesting

This article has been updated from its original publication date of December 9, 2016. 

This is not intended as legal advice; for more information, please click here.

Recently I’ve been thinking a lot about words. Some people say that I’m pretty good with them. I certainly have a greater affinity to words than I do to images. But how you use words is crucial in business. Content is king – we all know that – whether that be on social media, your website, or indeed what you say in an elevator pitch! But before all that come other words that all business owners need to think about. The words that describe your business.

These words are the words that form the core of your brand. How people feel when they engage with you. They contribute to your values as a business and to the beginnings of your messaging. They start to lay the groundwork for what people can expect from you as an organisation and as business owners.

So why not pause for a minute today, and think about the words that describe your business. Here are ours – they’re in no particular order, but all are very important to us!

Approachable

I’m glad to say that we hear this a lot. Being friendly and approachable is a really important part of the image and brand that we wanted to create. From the beginning, we have welcomed anyone and everyone, male or female, business owner or not, at our events and workshops, and on our courses. And we pride ourselves on how friendly and approachable we are! We love to laugh a lot too!

Our approach to our events is also very relaxed and informal. There isn’t any sort of dress code – just whatever makes you comfortable. It doesn’t even matter if you drop in for a while, or join us from the start to the finish of an event. Just whatever and whenever works for you.

Supportive

This is a really important part of what we do, too. From the outset, we didn’t want anyone to feel nervous or apprehensive about engaging with us and our community. So if you do feel like that, and it’s preventing you from getting involved and finding out more about us, just let us know. We’re ready to support you in taking those first steps.

Likewise, our community itself is designed to be a source of support. Members can gain support from our co-founders, our team of resident Experts and from each other. Dependent on how people choose to work with us, you can post questions in our exclusive Facebook group, arrange 1-to-1s with our coaches and mentors, request referrals to our Experts and even get more immediate support on WhatsApp!

Responsive

The small business owners that we work with are at the heart of everything we do, so being responsive is crucial. We want to ensure that the service we provide is exactly what small business owners are looking for. And that it’s delivered in a format that works for them. To achieve this, we encourage people to come to us with suggestions and ideas, and also with constructive feedback. We also like to check in with people a lot and get to know them as much as we can. By knowing what’s happening in people’s lives and businesses, we are able to provide as much support as people need.

Holistic

Again, the word ‘holistic’ is a fundamental part of the Tabono approach. A lot of organisations support small business owners from either a business or a wellbeing perspective. There are few who do both – and we fall squarely in the latter category. We believe that without looking after themselves first, it’s impossible for a small business owner to truly and properly look after their business.

Consequently, our 12 month programme covers both wellbeing- and business-related subjects, and our team of resident experts are drawn from both areas aswell.

Passion

When it comes to choosing words to describe your business, the final one for us has to be ‘passion’. Chloe and I are driven by a real love for what we do. By a real passion for making a difference to the people with whom we work. And that passion is poured into everything we do, whether it be choosing our speakers for our networking events, developing and delivering our courses or in 1-to-1 coaching and mentoring sessions.

But what about you? What words would you choose to describe your business? Let us know in the comments.