Offering 101: Clarify your product or service

Why does clarifying your offering matter for business success?

Simply put, customers won’t buy if they’re confused. When people don’t understand what you’re offering, they’ll try digging around your website or looking for reviews to fill in the gaps.

Here’s the kicker: most customers won’t spend a lot of time looking.

If they can’t find what they need fast, they’ll leave and find someone else who explains it better. That’s the reality—confusion doesn’t just slow things down; it sends your prospects running to the competition.

But when your offering is crystal clear, everything changes.

Customers get it. They trust you more. They’re more confident that your solution is the right fit. And when people feel confident, they’re much more likely to hit that “buy” button.

Think of your offering like a bridge. If it’s shaky, unclear, or hard to cross, customers will find another way to get to where they’re going. But if you build a solid, easy-to-understand bridge, they’ll gladly walk across.

At the end of the day, it’s not just about what you’re offering—it’s about how you explain it. A clear offering makes you look professional, trustworthy, and worth every penny.

How Can We Clarify It More?

Start by answering a few key questions:

1. What Does It Do? - Function
Every offering has a purpose—it solves a problem, meets a need, or delivers a specific experience. But can you explain what that “something” is in a way that anyone can understand?

Let’s break it down:

• What does a cleaning business do? It provides house cleaning services. That might mean deep cleans, routine tidying, or even specific tasks like scrubbing kitchens, sanitizing bathrooms, or folding laundry. At its core, it’s about giving people a cleaner, more peaceful space to live in.

• What does a coffee shop do? It’s more than just coffee and tea. It’s a place for people to connect, work, or relax. Whether it’s a morning latte on the go or an afternoon spent catching up with a friend, a coffee shop delivers more than just drinks—it delivers an experience.

• What does an artist do? They create. Maybe their work is inspired by nature or personal stories, or perhaps it’s abstract, designed to spark emotion and interpretation. Either way, their art resonates with people in a way that words often can’t.

Here’s why this question is so important: if you can’t explain what your product or service does in a sentence or two, your customers definitely won’t be able to. And if they’re confused, they’ll move on.

This isn’t always easy to nail down, though. Sometimes we’re so close to what we do that it’s hard to step back and see it clearly. That’s where fresh eyes come in. Ask a mentor, coach, or even a friend for their perspective. What do they think your offering does? Their answers might surprise you and highlight areas where you could be clearer.

When you get this right, it’s like flipping a switch. Suddenly, your audience gets it—they see the value, they understand how it fits their needs, and they’re far more likely to say, “Yes, this is exactly what I’ve been looking for.”

2. How Does It Do It? - Process

Once you’ve clarified what your offering does, the next step is explaining how it delivers on that promise. This is where you outline the process—the behind-the-scenes details that help customers understand what they’re signing up for.

Let’s look at some examples:

• How does a cleaning service work? It starts with scheduling. A customer picks a time that works for them, and the cleaning team arrives equipped with supplies designed to tackle grease, dirt, and grime. Whether it’s wiping down countertops, vacuuming carpets, or sanitizing bathrooms, every step is about creating a spotless and stress-free home.

• How does a coffee shop work? It’s all about the experience. Customers step into a cozy space, place their order at the counter, and watch as the barista works their magic. From the grind of fresh beans to the precise steam of milk, every detail goes into crafting that perfect cup of coffee or tea.

• How does an artist work? Their process often starts with inspiration—a moment, a feeling, or a scene that sparks creativity. From there, they set up in their studio, selecting brushes, colors, and techniques to bring their vision to life. It’s an intimate, hands-on process that results in something uniquely theirs.

Here’s the thing: many businesses skip over explaining their process because they think it’s too obvious or unnecessary. But in reality, being transparent about how you do what you do builds trust.

Customers want to know that you’ve thought through every detail, and sharing your process gives them confidence that you’re the real deal.

Take the coffee shop example. A business that shares photos of its warm lighting, comfortable seating, and friendly baristas instantly feels approachable. It’s not just selling coffee—it’s inviting people into an experience. On the flip side, a coffee shop that says nothing about its vibe or service might leave customers wondering if it’s worth their time.

Clarifying your process is like opening the curtain. It shows customers what to expect, builds excitement, and makes them feel like they’re in good hands. It’s a small effort with a big payoff.

3. Why Does It Matter? - Purpose

Once you’ve clarified what your offering does and how it works, the next step is answering the deeper question: Why does it matter? This is where you highlight the purpose behind your offering—the difference it makes in your customers’ lives. It’s about more than just selling a product or service; it’s about the emotional connection you create.

Let’s break it down with a few examples:

• Why does a cleaning service matter? It’s not just about having a tidy home. It’s about giving people back their time and energy. Imagine coming home after a long day to a sparkling clean house. No scrubbing toilets or vacuuming carpets—just peace of mind and the freedom to spend your evening doing what you love. A cleaning service reduces stress and helps people focus on what truly matters, like family, hobbies, or self-care.

• Why does selling coffee matter? Coffee shops are more than places to grab a quick drink—they’re hubs of connection and productivity. They offer a warm, inviting atmosphere where people can meet friends, brainstorm ideas, or simply enjoy a moment of quiet. For some, it’s the caffeine boost they need to power through their day. For others, it’s the ambiance that inspires creativity or fosters meaningful conversations.

• Why does the work of an artist matter? Art matters because it stirs emotions, sparks inspiration, and adds beauty to everyday life. A family photographer captures memories that might otherwise fade, preserving moments of joy and nostalgia. A painter brings a blank canvas to life, offering a new perspective or a burst of creativity. Art connects us to feelings and stories that words often can’t express.

When you articulate why your offering matters, you’re giving your prospects a reason to care. People want to know that what you’re offering will improve their lives in some way, whether it’s through convenience, connection, or inspiration.

But here’s the thing: understanding your purpose isn’t just for your customers—it’s for you, too. Knowing your “why” keeps you grounded when challenges arise. It reminds you why you started in the first place and motivates you to keep going. When you can connect your work to a larger purpose, it doesn’t just feel like a business—it feels like a mission.

Clarifying the purpose behind your offering builds trust and loyalty with your audience while fueling your own passion and perseverance. It’s the heartbeat of what you do, and it’s worth getting clear on.

4. What Inspired It? - Story

Every business, product, or service has a story behind it. That story—the inspiration that brought it to life—is a powerful tool for connecting with your audience. Sharing your “why” isn’t just about your purpose; it’s about letting people in on the journey that led you to create something meaningful.

Let’s explore some examples:

• Why does someone start a cleaning business? Maybe it’s personal. They’ve felt the stress of trying to manage a busy household while juggling work, family, and other commitments. They know firsthand how overwhelming clutter can be, and they’re passionate about helping others experience the relief of a clean, organized home. Or maybe it’s a practical story—like a single parent who started the business to provide a better life for their family. Behind every vacuum and mop is a real person with a real reason for doing what they do.

• What inspires a coffee shop owner to stay in business? Perhaps it’s more than just a love of lattes. Maybe they source their beans from small farms in an underprivileged region, knowing that every cup of coffee they sell supports hardworking farmers and their families. They’re not just running a coffee shop—they’re fostering community, sustainability, and global connection. That story resonates far beyond the walls of their café.

• What inspires an artist to create? Art often comes from deeply personal places. Maybe an artist grew up in a challenging environment and found solace in painting or photography. Perhaps art became a way to process emotions, celebrate beauty, or share their story with the world. Now, they create not just for themselves but to inspire others, reminding them of the transformative power of creativity.

Here’s the truth: people connect with stories more than they connect with features or prices. A good story shows that your business isn’t just about making money—it’s about making an impact.

For prospects, hearing the inspiration behind your offering builds rapport. It humanizes your brand, turning a transaction into a relationship. Customers aren’t just buying a service or product; they’re buying into your vision, your values, and your journey.

For you, revisiting your story can be equally powerful. It’s a reminder of why you started and what drives you forward. When times get tough, your story can reignite your passion and help you push through challenges.

So, what’s your story?

What inspired you to create what you’re offering? Take time to craft and share it—it might just be the key to standing out in a crowded market and forging deeper connections with your audience.

5. What Change Does It Create? - Impact

Every offering—whether it’s a product, service, or piece of art—leaves an impact. That impact is the lasting impression you create in people’s lives, and it’s often what makes your offering truly memorable. When you clarify the change your business brings, you help your audience understand why your work matters and why they should care.

Let’s explore some examples:

• What kind of change does a cleaning service create?
  It’s more than just spotless counters and vacuumed floors. A cleaning service gives people back their time—time they can spend with family, pursuing hobbies, or simply relaxing. It reduces stress by creating a clean, calming environment where people can focus on what matters most. For some, it’s even a chance to reclaim their mental clarity in a clutter-free home.

• What kind of change does a coffee shop create?
  A coffee shop isn’t just a place to grab a latte. It’s a space where friendships are built, work gets done, and moments of inspiration happen. It creates a sense of belonging, giving people a cozy spot to connect or recharge. A well-crafted coffee or tea might even spark joy in someone’s hectic day, offering comfort and energy when it’s needed most.

• What kind of change does an artist create?
  Artists don’t just make things—they create experiences. A painting might evoke a memory, inspire creativity, or shift someone’s perspective. A family portrait can capture a fleeting moment in time, preserving it for generations. The impact of art is deeply personal, reminding people of beauty, emotion, and the power of human expression.

Here’s the truth: your offering is about more than its features—it’s about the transformation it brings. When you can articulate the positive change you create, you not only show the value of what you offer but also build an emotional connection with your audience.

For your audience, understanding the impact helps them see the bigger picture. They’re not just buying a product or service—they’re investing in the benefits and the change it brings to their lives.

For you, clarifying the impact is a powerful motivator. It’s a reminder of the difference you’re making and the value you’re adding to the world.

We’ve explored five key questions that help clarify your offering:

1. What does it do?

2. How does it do it?

3. Why does it matter?

4. What inspired it?

5. What change does it create?

When you answer these questions with honesty and depth, you do more than clarify your offering—you tell a story that resonates. You show your audience why you’re different, why you’re valuable, and why they should trust you.

So, take the time to revisit these questions. Refine your messaging, share your story, and highlight the impact you bring to your customers’ lives. The clearer you are, the stronger the connection you’ll build—and that connection is what turns prospects into loyal customers.