Last week, I sat down to enjoy dinner with about 15 people, none of whom I had met face-to-face before (on-line connections with some of them). Which means that you begin to ask the standard get-to-know-you questions.
On this occasion, I did not have the following exchange (thankfully!) – but you’ve been there, right?
“So, what does your company do?”
“Glad you asked! We have a whole suite of enterprise human performance development resource platforms, addressing everything from talent identification, people management, on-line training, payroll obfuscation optimization, restroom supply chain aggregation, Pony Express scheduling, and cupcakes. How about you?”
Now, I don’t know about you, but for me, this kind of exchange sheds more darkness than light! Maybe you’re a great person, and maybe you offer something of genuine value, but you’re firing so many bullet points at me that I have to put on a Kevlar vest.
And tomorrow, when someone asks me, “Hey, do you know someone who can help me with such-and-such?” – do you think this new contact is going to be even a blip on my radar screen? No. Because the offering is not clear.
It’s always amazing to me how poorly-defined a company’s offering can be – it’s as if we don’t want to miss out on any potential revenue, so we say we do 10 things, when in fact only one or two of those things are truly aligned with our strengths and our desired goals. Which makes us….forgettable.
If you do everything, then in the mind of potential customers and network-referrers, you do….nothing. You have no memory hook, nothing distinguishing. You disappear into the mist.
What does Starbucks do? Coffee. Everything else they offer is secondary, planets revolving around the caffeinated sun. What does a small company like Vosges Chocolate do? Chocolate! What do they not do? Everything else.
So, before coming up with a marketing message or an advertising campaign, I urge my clients to take a deep breath and walk with me through the process of clearing the fog and getting a clear view of their DNA. Once we know what you really do well, what your greatest value is to potential customers, then we can proceed to your go-to-market message. Marketing without a clear identity is like attempting target practice with a shotgun – lots of noise, but nothing hitting the bulls-eye.
Hire Steve Woodruff for Clarity Therapy
>> Clarity, part 1: What’s Your Offering? (above)
>> Clarity, part 2: Make Your Message Clear
>> Clarity, part 3: People Buy Stories
>> Clarity, part 4: Your Clarifying Analogy