Meaningless Marketing

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

If your company name and tagline could mean a whole bunch of different things to a whole bunch of different people, it’s meaningless.

  • Global Technical Solutions – Where Technology Drives Customer Value. Meaningless.
  • Dwilgoq – It’s on!! Meaningless.
  • The Robert Higgins Group – We mean business. Meaningless.

In the FogTake a stand! You can’t do everything for everyone, so define your niche and project a clear message. Get out of the fog.

I do realize that it is a challenge in this URL-crowded era to find a unique name. But at least try to have a descriptor – a verbal business card – that tells us what you’re about.

I interacted this week with Marc Pitman. His title: The Fundraising Coach. The summary he gives of himself on Google+: Committed to making it ridiculously easy for people to find fundraising training.

Bingo. I know EXACTLY where to put Marc in the universe of suppliers. But if, instead, his title was: The Business Coach - well, then I’d be unable to place him in memory. If his verbal business card was: I help people find what they need to succeed – despite the cute rhyme, he’d be another MBE (meaningless business entity).

It may help you in business to have your MBA. But if you’re working on your MBE, you’re making life far more difficult than it should be – for your customers, and ultimately, for you. You need to Claim Your Market[place].

If you think you’ve got a case of MBE, let’s talk. Maybe a dose of Clarity Therapy is just what you need to get more meaningful.

Ping me at: steve at stevewoodruff dot com.

photo credit: VinothChandar via photopin cc

Be a Fog-Lifter (part 3) – Distill

{Note: I am now blogging at my brand-spanking-new site, SteveWoodruff.com. Just click here to subscribe to the new feed. Bonus – you can also sign up at the same time for my astonishingly brief  yet brilliant e-newsletter, Clarity Blend (see sample), and when you sign up, you’ll get a free download of my helpful new e-book, Make Yourself Clear: Six Steps to De-fogging Your Direction and Your Message.}

I’m fascinated by the process of fermentation and distillation. I’ll watch documentaries on the process, and find myself longing to spend an entire year traveling the world just to see more closely how wine, beer, whiskey, and other spirits are made.

{I’m guessing a lot of us would enjoy that tour…any sponsors out there?? :>}

MoonshineAlso, when it comes to ideas and words, distillation fascinates me. How do we boil down a plethora of concepts and messages into a distilled, compact, light-giving phrase? Can we take our business and boil it down to a clear summary?

You may not be able to offer your customers moonshine, but you can serve them a 100-proof message. <<–(click to tweet this).

Here’s how: Aim for 10 words. Craft a summary message that can be given out in 10 words of less. Aim for clarity, not comprehensiveness.

How did FedEx do this? The World on Time. Allstate’s striking and unforgettable message? You’re in good hands. How about blogger Dan Rockwell (Helping leaders reach higher in 300 words or less)? Can you grab one word and build your message around it, like Mark Schaefer (Grow)?

Brief. Punchy. Memorable. Non-technical.

Your <10 word message may be a quick tagline, or it may be a brief sentence, but either way, it’s compressed, like a verbal business card.

So, let’s get practical:

Start by creating this factual summary statement: I do (this) for (customers) in order to (end result) with (my particular differentiating quality). Excellent – you’re already at 40 proof.

Now, try to come up with an illustration or analogy that short-cuts right to the point in a vivid fashion. You’ve just jumped to 80 proof!

Finally, create a compact phrase that you can give to someone before the elevator door even closes. Think of this final product as a memory dart, not an elevator speech. You’re now at 100 proof!

We all need to break through the mists in the minds of our customers with a beam of distilled enlightenment. That’s lifting the fog.

(Part 1 – Job Number One is here. Part 2 – Steal! – is here.)

Learn more about Steve’s Clarity Therapy services.

Your Go-To-Market Message (in 10 words or less)

In Part 1 of this brief series (We Do This, and this, and this, and this, and…), we looked at the necessity of having a very clear offering. Amazingly, many companies and consultants fail to make a permanent impression on others because they are tempted to offer too much.

Others, who might be potential customers, or valuable sources of referrals.

Once you’re clear on your offering, the next step is to define and distill a core message – in my Clarity Therapy process, I help create something that is 10 words or less. The goal is to be able to impart your key message before the elevator door even closes (think elevator phrase, not elevator speech!)

When I summarize my client-vendor referral business (Impactiviti), I tell people that I have a win-win business: bringing great clients and top vendor-partners together (I often follow that by saying “Impactiviti is the eHarmony of pharma marketing and training” – but that’s the analogy, which we’ll cover in part 4).

People have a very limited memory space, and lots of distractions. That’s why you need a message that is concise, compelling, and sticky. And, critically important: TRANSFERABLE. Every person who hears and absorbs your message is a potential source of referrals.

I recently had a delightful coffee with a successful business professional in Connecticut, George Bradt. I remarked how much I liked the summary message describing what he writes in his Forbes columns:

As we talked about branding and organizational DNA, he proceeded to give a very concise summary of his company‘s well-defined offering, its clear message, the background story (that’s part 3 in this series), and 2 fabulous analogies. I was impressed. Very rarely have I sat down with someone that had such clarity about their business identity (if you plan to on-board a high-level executive and want to increase your chances of success – call George!)

So, picture yourself bumping into a prospective customer at a trade show, just minutes before the next session starts. After introductions, she says, “I recall seeing your name before, but what is it that you do?” Can you, in one sentence, give her the distilled essence, in such a way that she’ll still remember it after the session – and, be able to tell her friend over lunch about you in 10 words or less?

All the time and effort we spend on our marketing materials, websites, pitch decks, and industry events – is it well-spent if we do not have, embedded in all of it, a very clear and memorable message that cuts through all the marketplace noise and clutter?

Try to come up with this message (it’s a lot harder than you think!). We often have trouble seeing our own offerings/message clearly because “You can’t read the label of the jar you’re in.” But once you take the step of getting a clear message, it is immensely liberating, even confidence-building. You, your employees, your customers, and your bottom line will be glad you did!

Coming in part 3: People Buy Your Story

___________

Hire Steve Woodruff for Clarity Therapy

Recent posts on Connection Agent:

>> Customers Walking Past You

>> Four Questions for your Future

Good Tagline. Bad Tagline.

From the Small Business Branding blog, my most recent article, on tagline parallelism…

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