One simple way to improve your message

Seth Godin, one of my favorite writers on business topics, writes today about money and motivation. And he really gets to the heart of the matter on messaging and marketing.

He writes:

No, people (most people) don't do things only for money. There's usually a minimum threshold that gets someone to pick a job and stick with it, but beyond that, the things we do are expressions of who we are and what we love and the impact we wish to make, not selfish acts designed to earn a few extra bucks.

Did you start your business or go to work for your organization solely for the money?

Do your clients and customers simply want the cheapest solution to their problem?

On both counts, I'm guessing the answer is no. At least it is if you resemble any of my clients. What are those aspirations, those passions, values, insights, brainstorms that keep you doing what you're doing? What is the unique background you're bringing to the table? What motivates you to do what you do? What is your organization all about?

Communicating these things to your customers and clients can go a long way to making authentic connections. Which, especially in service-based businesses, translates to a standout message.

When your target audience encounters your web site, your brochures, your white papers, your articles, your press materials, can they feel you? Are you giving them the inside look at what truly motivates and differentiates the services you provide?

Or maybe you sound just like everyone else.