What Do We Really Do?

Sometimes it's hard for people like us to describe what we really do in words.  Because whether or not we'd like to admit things, what we say we do and what we really do are two completely different things.

Let me explain.

When people come up to me at a networking event one of two things happen.  Someone tells me their profession.  Or someone goes on some long tangent on what they do and either way…

I still think it's pretty weird how many people don't actually know what they really do.  I mean, I guess for me, I'm still confused how many people don't even understand what "copywriting" is.

However, to better understand this, let's take a look at Zipcar.com.  Because so many small businesses still have an issue with this whole grammar thing – to the extent that too many businesses are losing sleep over the wrong thing.  And I believe you can learn a lot from other companies out there that really know how to effectively communicate to their audience what it is they really do (and help others with).

So let's use Zipcar as an example.

"Zipcar, which has 400,000 members in 13 cities and on 150 college campuses in the United States, Canada, England, and Scotland, has increased its share of the market. Zipcar's revenues grew from $13.7 million in 2005 to $131.2 million in 2009, according to the SEC documents."

That's a pretty decent size business.  Wouldn't you agree?  But how can they still exist and be such a successful company with grammar so bad, that it sucks the big easter egg?

I mean even Apple, Inc. does it too!  In fact, currently launching the "iPad 2″ (not to mention the fact that "iPad" isn't even a word in the dictionary), Apple currently has on their home page:

"Thinner.  Lighter.  Faster.  Facetime.  Smart Covers.  10-hour battery life."

What's up with the one and two words sentences?  And how can they get away with that?

The same way Zipcar does.  Because like Apple, they know what they really do – underneath the surface.

Because any other small business would've tried to say, "We rent cars by the hour.  We're cheaper than Hertz, Alamo, Avis.  We're great – give us a try."  But Zipcar communicates through their "copy" that their more than that.  More than what the boring, stale competition does.

Because unlike a lot of other businesses out there, Zipcar knows they're more than just another other business that does what they do.  They solve a need.  And they recognize the need to communicate it to their audience in a way that answers it, instead of being so focused on "the grammar" – to the extent that their customers wouldn't like them as much as they do.  So listen…

We all need to understand more of what our business really does.  Who we really are.  And how we can communicate more effectively to our customers what we really do and offer.

In short, let's go beneath the surface.  Beneath just telling someone our profession and/or how good or bad someone's grammar is.  Because what matters most, is how you're going to solve someone's problem.  And whether or not you know how to communicate it in a way that your customers understand (not just you).

QUESTION: Do you love your business, but know you shouldn't be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe it just takes you way too long to get the necessary thoughts out.  And once you do, it doesn't do much to increase your sales.

If any of that sounds familiar, click here .  Let's talk!