Your Company Does What, Exactly?
"We provide robust, enterprise-wide solutions to decision-makers at multi-location facilities across a broad set of vertical industries that are facing an overarching set of business challenges."
I couldn't help myself—I broke out laughing before he finished the sentence.
I was at a business function, glass of wine in hand, looking to meet a few potential business connections that might be a good fit for an upcoming client project. I had read his name tag and politely asked what his company did, since I didn't recognize the name.
He frowned at me, clearly displeased at my reaction.
"You've just described a million organizations," I explained. "Why don't you just cut to the chase and tell me, in laymen's terms, what you do."
He looked puzzled.
"Pretend I'm a 5th Grader," I explained, "and your child has brought you to class on Career Day. Now, tell me what you do."
He looked relieved. "Oh ... Our company helps other company's blast emails to their customers or prospects."
Yup. I suspected as much.
It seems this guy has sat in the company's strategic planning meetings and been told that the 5th Grader description was too "low brow" and they needed to enhance their marketplace positioning, if they want to be taken seriously, or play in the pool with the big boys.
Unfortunately, with so many small businesses popping up every other day, it seems this problem is multiplying. I've visited too many websites that position their services, on their home page, in such a complicated way that I've no clue what they really do. And why? What is everybody so afraid of?
Afraid that a site visitor thinks they're too small? Not capable of handling the needs of a large, complex organization? Unable to think and work in vertical industries?
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.