“It’s great, it does what you want and it looks good, so you should buy it”
Just imagine if that was the description you gave to your product or service and how many people would actually buy it. I think you would agree that the number of people that would buy your product or service based on that description would be zero (0).
So we agree your description of your product or service needs to be complete, accurate and capture the attention of the buyer.
The hard part here is actually being able to define what it is you are selling. Not just the physical product or service but you also get when you buy from you or your site.
With this in mind, you need to spend as much time as required to be able to clearly articulate (describe) what it is you are selling before you move forward.
No don’t say to yourself it’s ok I’ll come back to it. You have to get this right upfront before you start to ‘market’.
If you sell widgets, are they electronic? Do they belong to a group of like products? Is your value that you are selling them at the cheapest price (be careful as this strategy is not likely to last)? Do you have experience in the use of the product? Is it Big or is it Small? Is Red or is it Green? Is it Round or is it Square?
Use a tool such as Evernote to jot down your thoughts as they come to mind.
Keep refining your ‘What is it I sell’ story until you can say it in less than 2 sentences.
“If you can’t explain it in simple terms you don’t understand it”
If you don’t understand it neither will anyone else.