In the process of describing what I wanted my site to do in five words or less, I learned several things. First, work with others, and bounce phrases off of people. If you see blank stares or confusion, it’s better that it happened with family or friends than on a public website.
Secondly, trim mercilessly. Anyone can describe his or her company in a short paragraph. Even a longish sentence can do it. But editing it down to five words helps you focus on what you really want from the company. Without that focus, you may be going off in too many directions, something that a big company perhaps can afford to do, but a small business cannot.
Thirdly, don’t make a move until you can describe the company – this is not something you leave off until the company is up and running, or you might find yourself confusing customers and visitors by changing focus later on – and losing people.
And forth, once you have that focused sentence, use it. Display it on your site, publish it in your newsletter, make it a signature line in your emails. Get it out there!
Describing your business in five words is tough, but I think it’s a vital one. Small businesses work with a number of disadvantages – lack of focus cannot be one of them. Decide what your company does, and proudly show those five little words to the world – and get into their consciousness!