Many entrepreneurs struggle with their message, or their ‘story’, as it is called these days. They have a great product, but when asked to explain it, they can't do so in less than five minutes.
This is no coincidence. It stems from their passion for their product. It is because they work with it every day. It is undeniably difficult to summarize your work in one sentence that really works.
Einstein may never have said it, but the idea that ‘if you can't explain it to a five-year-old, you don't understand it yourself’ makes sense. By using simple language to explain in one core message what you do, make, sell, or help with, customers understand it better. If they don't understand it, they won't buy.
What I often see is that entrepreneurs try to provide too much information. Not to impress, but out of a desire to be thorough and include everything. But clarity is better. One clear sentence is much more effective than ten sentences that no one remembers.
So, how do you approach this?
Start counterintuitively: turn off all your screens. There is nothing more inspiring than a blank sheet of paper.
Keep it simple. What real problem do you solve? For whom? Why you and not your competitor?
The three answers you just wrote down form the basis of your core sentence.
Write that message down, but remember: it's not about the perfect wording. It's about clarity. If someone reads your sentence and thinks: “This is for me,” then you have hit the nail on the head.
Yes, it takes some time.
Yes, you will rewrite your sentence multiple times. That's normal. But take your time and do your best.
It's worth it.