It’s easy to do. In trying to tell your business story, it’s so simple to forget about the perspective.
Of course you want to share your experience, your history and your successes. But always remember to circle back and make sure you’re communicating in a way that respects the client’s concerns. In other words, review everything by asking yourself—as if you are a potential client reading—“Why do I care? What’s in it for me?”
So you’ve been in business since 1973. It’s a tremendous accomplishment to be sure, but instead of simply quoting a number of years or a major milestone, tell why it makes a difference:
- Our 39 years of experience reveal a proven record of protecting assets through soft markets and tough business cycles.
- We’ve been at this for a while—since November, 1973 to be exact—so we understand the importance of long-range planning and know that monitoring changing market conditions is what delivers clients the best service even through the toughest of times.
Or perhaps you have multiple locations?
- Our offices are strategically positioned throughout the Midwest so we can access the region’s brightest minds and deliver market-appropriate solutions to every client.
What if you only have one location—afraid this could be perceived as a negative? Not if you frame it appropriately and explain the benefits to your client.
- All our experts work from a central office in Minneapolis so that resources can be quickly accessed and easily coordinated for client projects.
As you consider other organization characteristics, simply take the time to shift their descriptions to reflect their benefits. Perhaps equally important, don’t worry about being all things to all people. It’s a cliché, but taking such a broad stroke to try to appeal to everyone only leaves you appealing to no one. If your firm specializes in fine art, shout that strength loud and proud. Don’t try to extend your expertise into something that it’s not.
So next time you’re out driving, take a look at the billboards you see. Listen to radio spots and review ads or online material sent your way. Carefully assess each message and you’ll quickly discern a difference in what might appeal to you as a customer and what leaves you cold.
It all comes down to perspective—and it’s not hard to see that when the customer is left out of the equation, the marketing simply becomes a hollow vehicle for the brand to “toot its own horn.”
You don’t have to change your story; you just have to change how you’re telling it. While it’s about you; it should ultimately be more about them. Because when you show the client why they should care, you’ll likely find that they do.