Hey Reader,
I recently came across an idea called The Coffee Shop Test.
The original idea, from what I can find, comes from Lawrence Bernstein in a post on LinkedIn. I'll link it below.
His post was about public speaking, but as I was reading it, I couldn't stop thinking about how perfectly it applies to building a business.
So, I want you to imagine something.
You're sitting at a coffee shop with an old friend you haven't seen in a few years.
You're catching up and eventually they ask:
"So, what are you doing these days?"
Could you answer them?
And I'm not talking about being able to rattle off a polished "elevator pitch" or quoting the tagline on your website, or even reciting the mission or vision statement you've worked on.
I'm asking if you could clearly explain what you do to another human being...while sounding like a human being...not a sales person.
I want you to be able to clearly share your work with this person the same way you would share about your family or a recent vacation or your feelings about last night's game or episode of your favorite show.
What would you say?
Because I think a lot of us would answer that question very differently than we talk about our businesses online.
At the coffee shop, you might say something like, "I help teachers who are overwhelmed figure out how to make their classrooms more manageable."
But then, if we're chatting about what to put on your website, you say something like, "Empowering educational professionals through transformative, research-based solutions designed to foster sustainable instructional excellence."
Is that the same thing? Well...I mean, yes it is.
But also...no, not really.
The first one (in the scenario with your friend) is super casual and easy to understand.
The second is...well...it's not how normal people talk, I know that much.
So why do we do this?
I think this happens because as soon as we start talking about our business, we think we're "supposed" to "sound like a business."
That might mean being more formal, or using jargon, or find fluffy or more "official" sounding words.
We try to sound impressive.
But what usually ends up happen is that we make it way harder for people to actually understand what we do.
I think the Coffee Shop Test can help.
Take whatever you're working on right now. Whether it's your website, your LinkedIn bio, a new offer, a sales page or landing page, a newsletter, an email sequence, whatever.
Ask yourself: Would I actually say this to a friend sitting across from me at a coffee shop?
If the answer is no, take a step back, clear your mind, and then try saying it out loud the way you would actually say it to that friend. maybe record yourself talking casually about it for a few minutes.
Pay attention to the words you use, the words you leave out, the way you emphasize different things, how you feel when you say it different ways, etc.
One thing I have learned, that I have to remind myself of all the time, is that we don't need to sound more "professional."
What we actually need is to be clearer. We need the people we're trying to serve to understand what we do, how we do it, and why they need us.
The more clearly you can explain what you do, the easier almost everything else becomes. Writing website copy, social media posts, newsletters, sales emails, etc. It will all be easier.
When we stop trying to find the perfect words, we can focus on the right words. the words that more easily and more clearly say what we do.
Challenge Accepted?
Imagine you and I are sitting down coffee. (and that we're friends, of course!)
I ask, "So...what do you do?"
How would you answer me?
And then, for real...answer me.
Hit 'reply' and tell me what you what you do in 1-2 sentences. Don't try to be professional. Don't throw in all the jargon. Don't use AI.
Just tell me how you'd say it over coffee. Heck, if you want, send a video while sipping on coffee.
Can't wait to hear about what you do!
Also, as promised, here is that original LinkedIn post from Lawrence Bernstein
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~ Jeff
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I appreciate you.
Jeff Gargas
COO / Co-Founder, Teach Better Team
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P.S. When you're ready, here's how I can help:
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