Are you communicating your true value?

It continues to surprise me when I get enquiries for a custom cake. I don’t mean when someone asks for a Red Velvet Cake in a month when we have a Raspberry Meringue Cake. I mean, when I get asked about a Teenage Mutant Ninja Turtle Cake. While there is no presence of custom cakes on any of our platforms, I wonder how we are communicating to our audience.

Struggling to communicate
In the early days of my business, I struggled to find the right way to explain my business when people asked what I did. The tendency was that people would hear the word cake and make assumptions about what my business was about. Cakes to them meant wedding cakes and baby shower cakes. Even if I said I made cakes for businesses or corporate cakes, most people would not hear the words. I developed my pitch (so to speak) over time and that has helped improve people’s perception of Little Birdy Cakes. I have always felt that my business is less about cakes and more about helping businesses improve, maintain and stimulate a positive work culture.
How do you make your online presence succinct?
While developing our website, I was really conscious of making this theme run true in our content. I wanted people to understand how we could help them. Our social media (I hope) follows suit. I try to pitch to our audience how we can save them time and improve their staff moral rather than showing our mad baking skills. But I still get enquiries for custom cakes. I have some awesome referral partners to help these people out but it does make me question our presence. Are we sending the wrong message or are people just choosing to read/see what they want?
I have always felt that my business is less about cakes and more about helping businesses improve, maintain and stimulate a positive work culture.
Test, test and test again
I am a big fan of testing constantly and making improvements. Just because something works doesn’t make it the best option. And I never want to get stuck in a place where we do something because that is the way we always do it. I recently reviewed our social media posts and I realised that I don’t talk about our reminder service very often. It is such a huge part of our offering and yet there is no conversation outside of our website about it. In a bid to improve that, I wrote a blog last week all about why we created the reminder service. And guess what? We had someone sign up to the service the next day. They follow us on Facebook, read the blog post and thought it was a great idea and just what they needed.  
Never assume
Sometimes we assume that people “get” what we are about. We forget that we live and breathe every aspect of our businesses every day. With the constant changes to the Facebook and Instagram algorithms, our audiences are not getting all the information that we put out. Regularly reviewing your output from a customers perspective can give you the fresh eyes that you need. Do all your channels align? Are you speaking the same language? Does your audience get all the information they need to make an informed decision?
With the constant changes to the Facebook and Instagram algorithms, our audiences are not getting all the information that we put out.
A more focused approach
While I don’t expect the custom cake enquiries to stop any time soon, I am hoping for a bit more of a focused approach to my online content. People are looking for information and I am happy to provide it. Expect to see more information about our staff birthday reminder service in the coming weeks and months.  
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