When I Don't Know Who You Are, How Can I Remember You?
Is your online business crystal clear? Learn the simple "grandma test" that reveals if your marketing message actually works or just confuses potential customers.
Hey marketer! 👋🏻
Imagine you're walking down the street and you see a store. At first glance, you know whether it's a flower shop, drugstore, or butcher shop. Clear, right? And based on that, you decide whether to go in or at least remember it for later.
But what if you come across a store where it's not clear what they actually sell? Some vague bazaar with a window full of random stuff? You usually just walk by. Maybe you'll stop in when you have lots of time or you're looking for something really undefined.
And this exact same thing happens online. How many times have you landed on a website and after a minute you still had no clue what it was actually about? What does this person or company do? What can they offer you?
Creativity is nice, but clarity wins
People often complicate things with too much creativity and lose clarity in the process. They come up with original category names, poetic service descriptions, abstract slogans.
But in online marketing, one simple truth applies: it's better to be straightforward and clearly say who you are and what you do.
The grandma test - the ultimate clarity check
You know the drill - you're trying to explain to grandma what you do for a living, and she's looking at you with a blank stare. Then you try a different approach and suddenly it clicks: "Oh, so you do THIS!"
The grandma test is simple: Can you explain what you do in 10 seconds so that even your grandma understands? No technical terms, no acronyms, no marketing BS. Plain and simple.
For example:
❌ "I provide comprehensive digital marketing services with a focus on ROI."
✅ "I help businesses get found online so people buy from them."
❌ "I offer a holistic approach to well-being through mindfulness techniques."
✅ "I teach people how to reduce stress through breathing and meditation."
When you nail this with grandma, you'll nail it on your website too. And trust me, your customers will appreciate it way more than all those fancy phrases.
An outsider's perspective reveals more than you think
Try a simple test. Open your website or online store and look at it through the eyes of someone who doesn't know you at all. Even better - ask a family member or friend to look at your website and tell you within 30 seconds:
What do you do?
What can you offer them?
Who are your services or products for?
The results might surprise you. You'll often discover that what seems crystal clear to you is Greek to everyone else.
How to connect seemingly unrelated things
Another client had an online store selling children's toys, but also decorative products, aromatherapy, and eco-friendly cleaning products. Chaos at first glance, right? How do you explain this to a customer?
The solution was surprisingly simple. We unified everything under one common theme: eco-friendly and handmade products for conscious living. Suddenly it made sense. The customer immediately knew they'd find things here that are environmentally friendly, quality-made, and with a story. And the categories? We organized them logically by who they're for - for kids, for the home, for relaxation.
What does this mean for your marketing?
1. First, be clear about who you actually are
This isn't just a marketing question, but actually mainly a business question. You need to be clear about what you offer, who you're doing it for, and what value you bring. Without this foundation, even the best website won't help you.
2. Say it clearly right from the start
The first thing a visitor sees on your website should clearly state who you are and what you do. No poetic riddles. Simply: "I make handmade backpacks" or "I help businesses with online marketing."
3. Structure must make sense
Categories in your online store, website menu, service divisions - everything should be logical and intuitive. When someone's looking for a red t-shirt, they don't want to wonder if it's in the "Summer Joy" or "Colorful World" category.
4. Test and ask for feedback
Regularly get someone unbiased to tell you if your communication makes sense. Those of us living in the business every day often can't see the forest for the trees.
The bottom line
You can have perfect website UX, great SEO, and effective advertising. But if people don't understand within seconds who you are and what you can offer them, all that work goes to waste.
People need to file you in the right mental drawer. So they remember you at exactly the moment they need you. And they can only do that when you make it easy for them with clear and understandable communication.
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So, is it clear who you are and what you do? And most importantly - would you pass the grandma test? 😉
Jan Barborik
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