If it looks like a duck, walks like a duck, and quacks like a duck, then it just may be a duck.

– Walter Reuther

It feels great when we finally decipher our value proposition and figure out the best way to convey WIIFM clearly and easily.

It’s wonderful to get that blog post written up after we’ve browsed for relevant topics, done some keyword research, and came up with that one really good line.

But as much as we’d like to believe that specific task (or others) is behind us, we’re not scot-free just yet…

While we’ve progressed greatly, the words tell our story, and they may be written well and be grammatically structured just right, we still don’t know how it sounds.

The easiest, yet often avoided, trick is to simply read what you’ve written out loud to see whether it actually works.

You may have everything listed, structured, clearly outlined, but when reading it out, you understand it is simply not right: it is difficult to read out, it sounds like you’re breaking teeth, it is made of long statements, it uses words that are too formal (or not formal enough), and your words write the story but don’t actually tell it.

But wait…you likely don’t need to scrap what you’ve worked on for so long but just try to say things differently.

You may be closer than you think and you just need to revisit who you’re really talking to and adjust it accordingly…cutting it down a bit, adapting certain phrases or words, and simply readjusting so it’s easier to say and understand.

This is the way 🙂