messaging

We only care about you if it’s really about us

October 28, 2014

I Love MeWe recently bought an ad for a client and the ad rep suggested we make a big deal out of the fact that our client has been in business for 130 years. I politely told her that we definitely were not going to do that.

Instead, we were going to talk about something their readers and our prospects might actually care about.

My conversation with her is what prompted this blog post. We’ve all seen the ads or sales that are somehow tied to a businesses 25th anniversary or the “we’ve been in business for a century” sale announcements.

The reality is – no one cares. While that may be a laudable accomplishment – to have hung in there that long, from your consumer’s point of view – it’s fluff or a gimmick (we’ve been around for 50 years so everything is 50% off!).

Is a business going to offer me a better product after they’ve been around for 100 years? Was the stuff they sold in their ninety-fifth year just junk? Of course not. Is someone who just turned 60 a better advisor than when she was 59? Nope.

You make that the focus of your ad or your sale when you don’t have anything better to say. And if you can’t come up with something more customer-centric than that to say – you’re lucky to still be in business.

It’s actually a symptom of an age-old marketing problem. Businesses talk about themselves rather than talking about what the customer cares about.

Here’s how to fix two of the most common “it’s all about me” types of marketing statements and make them customer centric and customer valued communications instead.

#1 — We’re old and you should care

All about us: We’re 100 years old. Come enjoy some birthday cake and celebrate with us as we cross the century mark.

All about them: Over the many years we’ve been in business, we’ve learned that our customers value three things. They value incredible customer service (click here to speak live with one of our teammates), fair pricing (click here to read about our fair price every time program) and they want quality they can count on (watch a short video about our factory’s 100% right or 100% wrong policy).

You’re saying the same thing – we’ve been in business long enough to be stable, to have earned our customer’s trust and no one has to worry about you being a fly by night operation. But when you push beyond focusing on yourself, you can outline exactly why your longevity is of value to the prospect that is considering doing business with you.

#2 – The difference is our people (perhaps the most trite sentence uttered in marketing today)

All about us: Our people really care. You’re not just a number to us.

All about them: Hi Mr. McLellan – we see that you’re going to be staying at our hotel XYZ in Big City. We’re glad to have you staying with us and want to make sure we do everything in our power to make your stay an awesome one. As the manager of the hotel, I want you to have my direct line (123-456-7890) and email (manager@BigHotel.com) so you can get a hold of me if there’s anything you need.

Don’t tell me that your people care. Show me. It sounds like hype when you brag about it. It feels remarkable when I experience it for myself. The truth is…most businesses say it but few actually deliver on it. Why not just shut up and show it?

If you’re going to expend the effort to talk to your customers and prospects, stop talking about yourself and talk about what they care about — what’s in it for me.

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Build your key message hierarchy

April 9, 2012

When you get a chance to talk to a prospect — you want to make sure you talk to them about what matters.  And if you’re not well prepared…that usually doesn’t happen.

Think back to when you were a teenager (or a pre-teen if you developed early) and were figuring out how to talk to that boy or girl you had a crush on.

Remember how your brain just fuzzed over when you got the chance and the next thing you knew, you were babbling something about how your cat was stuck in a tree, your grandma had a mustache and you didn’t like pears?

The same phenomenon occurs when we begin to talk to someone new at a networking event or a prospect who just called/walked in the door.

Without a plan, we babble.

The solution is an easy one.  At McLellan Marketing Group, we call it your message hierarchy.  Here’s fair warning — when I tell you how to do it, it is going to appear to be quite simple.  You might even think “seriously Drew, that’s all you got?”

But I assure you, it’s harder than it looks.  And it deserves some time and attention.

Assume you’re at a networking event, and someone you’ve never met before approaches you.  They extend their hand and say — “Hi, I’m Bob.  Nice to meet you.  Tell me what you do for a living.” (I know…no one sounds like that but play along)

Answer these questions in this order.

  1. If you could only tell Bob ONE thing about your business (a single sentence) that you hope he’ll remember forever and repeat often. What would you say?
  2. If you discovered you had time for a second sentence, what would you add?
  3. For some reason – you get a chance at adding a third sentence.  What’s next.
  4. Wow…Bob seems fascinated.  Add another sentence about your business.
  5. You’re on a roll!  Bob hasn’t said a word…he’s so mesmerized.  Add another sentence, quick.

You get the idea.  It’s the first question that’s the killer.  If you could only say ONE thing…and then had to walk away and that was all Bob was ever going to remember about your business — what would you say?

But once you figure that out — that’s golden.  Now you know the key message you should always lead with.  It doesn’t have to be the exact same sentence every time, but the message should be the same.

When you look at the answers to those 5 questions — you’ve build your message hierarchy.  Think of it as a triangle, widening with every sentence.  The most important point is at the top and then you add a layer underneath, over and over again.

Please give it a try.  It’s tougher than it looks but it will help you stay on target no matter what marketing tool you’re creating.

Photo courtesy of BigStockPhoto.com

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