Tip: Describe your business in 50 words

Einstein said, ‘If you can’t explain it simply, you don’t understand it well enough.’

If you can’t explain your business simply to a journalist then you don’t understand it well enough and you need to find the ‘holes in the story’ before journalists.

So before you take that risk you need to make sure you can describe your business in around 50 words and within them explain:

·      Who you are

·      What do you do

·      How do you do it

·      Where and when do you do it

Once you have these 50 words in place it makes it a lot easier for you to come up with stories which are, crucially, tied into your business and position you as an expert.