Do you think you’re effectively selling your services, products and offerings to your target market?

I know I’m not. And I believe I’m far from alone on this.

It’s one thing if you already have significant exposure in your target market and you’re finding that your business is stagnating, or even shrinking. It’s another thing entirely if most of your target market are blissfully unaware of how you can help them. Now that’s a problem that needs to be addressed.

Over the past year, we’ve been crafting and refining an offering that’s proving to be really effective with ambitious owners of small businesses. With every passing month, and every hundred hours of focused work with small business owners, the results are getting better and better.

I believe it’s the best thing we’ve done in four years of Smarter Egg work. (And we’ve done a lot of wonderful things).

But, yet, it’s totally undersold. Few are aware of it. Fewer still actually understand what it is and how it could help them. That’s been tolerable up to now as it’s been an offering that’s been evolving and tuning itself to the real needs of the participants. We’ve even changed the name of it three times. But, now, it’s ready to grow.

So, here’s the challenge. How do you inform people of this wonderful offering, in a way that’s authentic, clear and compelling? One step along that path has been for me to get out of the way and let the participants tell their story. Even better, get a (digital) storyteller like Roger Overall involved to help them do that.

This is a story of how Roger and I met with four participants from the SmarterPreneur programmes. The project was led by Roger. He listened carefully to the story of how the programme had come together, how people were benefiting and who the ideal participants are. From there, he carefully crafted a process that allowed me to have four honest conversations while he focused on knitting it all together.

We did all the filming in one day. We drove around to four different locations, encountering unexpected challenges and pleasant surprises. Roger captured some of the sounds of the day via AudioBoo. The beauty of platforms like AudioBoo is that it captures the real, un-edited experiences, with all of the honesty that comes with that.

Now, a few weeks later, Roger has produced this video. I really like it. It captures the essence of the work we’re doing, and the vibrant stories of the participants. Of course, it highlights the positives and the benefits of getting involved in programmes like this, but it doesn’t ignore the reality of the difficulties that all of us experience in business.

In short, it tells the story of why people benefit from participating in this programme. This is a valuable first step in sharing the broader story with those who can draw inspiration from what they see and hear.

What do you think? Do you like it?