I though a lot about communication today. My friend, Barb Girson of My Sales Tactics, has designed a four part workshop that she leads for individuals who are thinking about starting a business.  “Discover Your Inner Entrepreneur” is a great program that walks the attendees through the process of discovering the myriad details associated with a start-up.  Most attendees are professionals who have had corporate careers.  Many have been downsized and are faced with critical career decisions regardless of whether they leap into the deep waters of entrepreneurship.  Barb’s workshop is designed to make them think before they leap.

As part of the course, Barb invites guest speakers who are  business owners with professional expertise that may be critical to a start-up.  Limiting my presentation on “Shoestring Marketing” to the allotted 20 minutes required me to focus on what communication is the most critical.  In other words, what do entrepreneurs really need to say?

1. Who you are.

2. What benefit you provide.

3. How do I find you?

That’s it.

Keep it simple, keep it concise, keep it clear.  Anything more, and your audience has already stopped listening.