ask your friends to describe your business

You know when people say, “I’m tired of hearing about your work.”

Listen to them.

When you work on something every day – especially if you’re a team of one or a few – you end up living in the nitty gritty. The details.

If you’re a dentist and you’ve spent the last three months finding the best gel to make patient molds, that can take up a lot of space in your brain. It can also become a very important part of your business, maybe even your life.

So much so that you think everyone should know about it, and you should talk about it all the time. You should probably even make a whole marketing campaign around it.

Because people need to know.

(Don’t quote me on this tooth gel thing. I’m not a dentist. This is a made up example.)

But here’s the thing. People don’t want to know.

They don’t care about those details.

And neither do your friends.

Having that outside perspective to snap you out of the nitty gritty can be a game changer. Have your friends tell you about your business, and you’ll start to see what your prospective customers might actually find interesting, what they actually want to know about how you pull it off.

Marketers do the same thing. It’s just, instead of listening to you talk about your business and deciding what’s interesting to us, we listen to you talk and decide what’s most interesting (and important) to your target customers. That’s the only people who really matter when it comes to your story.

So take a step out of your brain.