I’m pretty good at getting my head round things, more than happy to ask questions. But at the end of an hour I had absolutely no idea what she did!
It came flooding back to me this week when I was looking through an exhibition guide. Each business had only a couple of lines of blurb about themselves.
Some got straight to the point but with others I was right back in that Birmingham coffee shop.
“We provide bespoke solutions to meet customer needs.”
“We offer a range of workshops to organisations who want something cutting edge.”
“Innovation never stops. And neither does our passion for creating ideas that connect your customers and partners with the latest advances.”
These are real quotes!
Service companies might be amongst the worst offenders but no business is immune.
The problem is they’ve been seduced by their offer and completely forgotten the most important person in the room; the customer.
The customer has got a need. But if they have no idea what you do they’ll never turn to you to satisfy it.
I’ve just done a psychology degree and there’s lots of chat about things being necessary and sufficient. Knowing what makes you different is necessary but it’s not sufficient. You’ve also got to express your points of difference in such a way that the customer immediately gets it.
Give me a call if you want some help with your messaging.
[Image courtesy of Shutterstock.]