What is it? Who is it for? Why does it matter?

Here's a simple set of questions to keep in mind whenever and wherever you talk about (or write about) your business.

These are the first things that someone needs to know about your business. And for the sake of everyone's time and breath, it's best they know them as soon as possible:

1. What is it??(What's your offer? What do you do/make/sell?)
2. Who is it for??(Who is your ideal customer/reader/buyer?)
3. Why does it matter??(What does your offer help them do/be?)

On your homepage and landing pages, this information goes in the hero section. (The part at the very top that's visible before your reader does any scrolling).

If you're sending out an email to see if someone wants to work with you, it should be in the opening line of that email.

And when someone asks, "What do you do?" I recommend you work the answers to those three questions into your usual reply.

For example:

• Financial services for Formula-One drivers to help them navigate international laws.
• Coffee beans for pour-over lovers who want to support local businesses.
• Computers for non-techy people who care about having a stylish office.

That sort of thing,

James

P.S. It's still important even if they're?not?your target customer or client. Because it's A) great for both of you to know that right away and B) easier for them to think of someone who is.