April 19, 2011 3 Comments
While walking my dog in town yesterday, I strode up Main Street (Boonton, NJ) and, glancing right, saw that a new business was occupying one of the storefront retail spots.
That’s it. If I was a potential customer, I didn’t know it – nor was I going to stop and ask.
Now, I make so secret of the fact that I despise meaningless names, especially when they are a jumble of letters. But even if this company was open for just one week, or about to open next week, shouldn’t there be something to tell me what it is about?
PMD could mean Plaster Mask Designers. It could stand for Plutonium Manufacturers and Distributors. Or Paul, Mike, & Darryl. By itself, without any other explanation, it’s just a Potentially Meaningless Description.
Besides coming up with a real name, all it would take would be one eye-level sign: New Jersey’s Only Nutella Bakery (or whatever) – and now I know why you’re there. Without having to ask questions.
You have 3 seconds while I’m walking past your retail store. Or driving past your billboard. Or browsing by your tradeshow booth. Or visiting your website. And I don’t have time for 20 questions.
Give me the one message that matters, at eye-level, in 3 seconds. Your Purpose that Makes a Difference (PMD). Or you’ll just be another acronym in memory’s dustbin.