The clarity formula

#SmallBusiness60: Episode 6

Pricing, getting paid, acting quickly, having control, and overcoming resistance… We’ve covered a few high-impact topics in just our first five #SmallBusiness60 episodes.

But without clarity – both for you and your prospect – we can’t do any. And without it, our prospect will always just do what they’ve always done. So let’s hone in on clarity.

My friend Peter Thomson has a simple way for remembering the components of clarity and what’s important. It has four parts and goes like this:

What are you going to do?

How are you going to do it?

And Why are they interested?

The ‘Why’ is split into two parts:

1. a move away from pain or a problem, or;
2. a move towards something positive.

From an 80/20 perspective, around 80% of people are motivated initially by a move away from a problem, 20% towards achieving something positive. But this can vary depending on your market.

I think most Connectably subscribers discover us because there’s a pain they want to address like confusing, disconnected software in their business.

C = W + H x Y²

It’s not mathematically robust, but it is a nice way of remembering how to achieve ‘clarity’.