What’s Your Promise?

Writing a Business Description that Moves your Audience

When someone asks about your business, what are the first words that come to mind? Do you dive into your background? Highlight your business's features? Or focus on your customer’s problem and how you solve it?

For a bit of fun, let’s look at how three well-known businesses describe themselves in just a few words. See if you can name them:

1. “Escape to anywhere, anytime on [name of business]. Explore 6+ million homes & book your perfect stay. Check flexible cancellation options offered by hosts.”

2. “Explore programs, events, and coaching services by [name of coach], America's top results coach. Click to accelerate change in your business and personal life.”

3. “[Name of business] - Enjoy fabulous service and seamless connections to more than 340 destinations.”

The answers: Airbnb, Tony Robbins, and Virgin Atlantic.

What stands out about these descriptions? Each one conveys movement and action:

• Escape.

• Explore.

• Enjoy.

More importantly, they promise transformation. Whether it’s a change of scenery, a new perspective on life and business, or a luxurious travel experience, these companies position themselves as catalysts for change.

Now, think about your business:

• What transformation are you creating for your customer?

• How can you describe your business in a way that makes your customer feel, within just two or three sentences, that engaging with you will lead to meaningful change?

Your message doesn’t need to explain every detail. Instead, focus on the emotional journey and the experience your business offers. Use the examples above as a reference.

Let your words inspire action and connection.

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