Meaningless Marketing

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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.

Take 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