Does your brand tell the right people what you do?

Posted by Keith Jolie on Monday, October 15, 2012 Under: Content Marketing
For most companies there is a tendency to think that more is better when it comes to communicating what products or services they offer but consider this - recent studies in the restaurant industry have shown that providing more than five or six options on a menu actually starts to make it more difficult for patrons to choose the option they would prefer.   

This is a phenomenon that has direct implications in other businesses and may be slowing your sales cycle.

For every business it is critical that it is easy for potential clients to know what you offer and why they should consider your offering over the competition.  

Imagine yourself walking through a busy entertainment district around dinner time - you’re starving.  As you consider the various restaurants, it is helpful as you approach them to have a general idea of what type of cuisine is served.  You would like to know if “Joe’s Eatery” is a vegan restaurant or a rib smoke house for instance.  A local restaurant (Edward Levesque's Kitchen) has a sign outside that says "Steak, Chick Peas, Alcohol" doesn't get much more succinct than that. You know exactly what you're going to get and I love it.

So the first impression maker..the initial pitch, is like the tagline for a business.  It helps to get someone through the door if they are walking by - perhaps to look at the menu. But this is only the first step.  The second step is to identify the specialty.

When you walk into a restaurant and ask to see the menu, a smart host will tell you about the smoked prime rib that the chef just started carving (this worked on me once and it was delicious) or tell you that their Pad Thai was voted best vegetarian dish in the city.

This approach won't attract every passer-by but those that choose to eat based on these cues will be more likely to enjoy their meal since they self selected based on their preferences.

As you decide how to present your business to potential clients first highlight the general space that you business occupies and then emphasize the specific offering for which you are the best choice.  Even if you don't meet all the specific needs of a potential client you are more likely to be considered as an option and that will encourage further discussion about how you might address their other needs.

The key takeaway here is to focus on the core strengths of your business to attract the best clients - while excluding to some extent, those that are not great potential clients.  

Getting an outside opinion on what the focus of your message should be is usually a good idea (either by working with us, or some other objective party).

By Keith Jolie

In : Content Marketing 

Tags: brand selling "attracting clients" prospecting qualifying 
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