Companies and consultants can be remarkably good at vague and unfocused market positioning. Here are five recommended statement-types to help you get a head start on becoming a forgettable commodity:
5. “We are an enterprise-level solutions provider helping customers align their business processes with strategic goals.”
– Ahh, the old high-brow business-speak fog machine. In other words, you charge big companies big money to do something undefined that sounds impressive. But since the snake oil is delivered via a Powerpoint deck (with flowcharts!), that apparently means you leverage industry-wide best practices.
4. “A globally-responsible business partner.”
– And exactly what does this mean, tangibly speaking? And, while we’re at it, how does it affect my bottom line? Maybe you have a recycling bin in the cafeteria and use new-fangled light bulbs, but no WIIFM = no big deal.
3. “Before hanging out my own shingle, I moved from junior associate to VP of my division more quickly than anyone before me.”
– Great yearbook fodder, but that helps me how? The world is full of ambitious ladder-climbers. Enough about you…what about me?
2. “We help you with your marketing, communications, marketing communications, digital media, social media, sales, sales training, train reservations, dinner reservations, recruiting, and global commodities investing.”
– Oh, you’ll work for food. Great niche! Sigh….
1. “Our people are our greatest asset, and it shows in our J.D. Power award-winning customer service scores for the last 3 centuries. We mean business!”
– I’m sorry – what do you do?
You’ve got only a few seconds to make a lasting impression, and to stick in the minds of your customers. People will put you in a bucket, and it is up to you to define that bucket and make it memorable.
You might be exactly what they need – but if you’re shooting low-quality arrows randomly into the air, you’re not likely to hit the target. You either have a clear offering summed up in some high-impact, well-chosen words – or, you’re background noise. And we certainly don’t need any more of that to distract us!
Sound like your challenge? Hire Steve Woodruff for Clarity Therapy!
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