writer's block

Writer’s Block? Why You Can’t Write About Your Own Business

Your business is receiving a huge award, and you have been asked to write one paragraph about who you are and what you do. It’s due at the end of the day. Do you:

  1. Immediately bang away on the keyboard to produce the best paragraph of your life in less than five minutes?
  2. Stare at your screen for a while, write half a sentence, delete it, and then walk away to refill your coffee cup?
  3. Try to piece together a fresh new write-up by pulling text from your website and LinkedIn company page? But it sucks and you hate it?

No matter how long you’ve been in business, no matter what industry you’re in, no matter how big your company is, it’s impossible to write about your own business.

Impossible.

So, no, you are not necessarily a bad writer. You simply have writer’s block when it comes to writing about your business. I suffer from it as well. I can write that paragraph for you in five minutes or less, but if I have to write about my own company? Ha! Good luck to me!

You cannot write about your own business because:

  • You are too close to it.
  • You cannot look at it objectively.
  • You forget that other people don’t know everything you do.

So, how do we get around those blocks? Here’s what works for me:

Ask your clients what they love about your company

Need an objective look at your business? Go straight to the people who not only buy your products and services but chose your company over others. They’ll tell you why they love working with you. Those “whys” add up to your value proposition, and your value proposition is why you exist.

Explain your business to a fifth grader

Let’s say you have a daughter in fifth grade, and you have been asked to talk to her class on career day. How do you explain what you do to a room full of ten year olds? This exercise forces you to distill your company down to the basics, and it forces you to say it in plain English.

Pitch your company to a Fortune 100 CEO

Yup, let’s flip flop here and go from a class room of 10 year olds to a cocktail party in Aspen. The CEO of that Fortune 100 company is a smart and accomplished woman, and she only wants to work with other businesses that deliver handsome results. How do you quantify your success?

Add up the three things above, and you’ve got your paragraph. You will have a value proposition in plain English, and you will have solid evidence that you deliver results. Bravo!

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