Everyone’s looking for that “one simple trick.”
The “one secret,” the “one thing” that will separate them from the pack. We all have that feeling that just one thing will allow us to bypass the hard work and go beyond our competition.
It doesn’t work like that.
There is no “silver bullet,” one winning trick that eliminates the necessity of hard work. However, there is one thing to always keep in mind. That, if we follow this, in our marketing, branding, social media, and everything else, will give us the best opportunity for the success we crave.
Clarity.
Be clear about what you do, who you are, and what you offer.
From there, anything is possible.
An Example
In this article, the author covers a few reasons why clarity is important.
He explains what it’s like to work for a company with a name that makes it so just about every member of the company discovers “you inevitably put yourself in a position where you end up having to explain to your customers what you do and how you do it.”
That’s not necessarily a bad thing, so long as you make it clear what you do.
The author goes on to say that “the consumer has never been so educated.”
Now, he’s saying this from the perspective of a company that works in the “kitchens, bathrooms, and bedrooms” industry. But, that statement is most likely true of any and all industries across the board.
He closes the article with an idea of the “elevator pitch.” The idea is: if you were in an elevator with someone for thirty seconds, could you get someone excited about your company?
Some of you may have heard this in terms of writing a story or screenplay.
The truth is that, in today’s digital world, you may not even have thirty seconds. Can you explain what makes your company special in twenty seconds? Can you do it in less?
A Sense of Style
When we say “what makes it special,” we don’t mean to make it sound sterile.
You don’t have to be able to say very quickly: “We were dominant in our industry in quarter three last year” or something like that.
It could be subtler, something that your company provides that touches just tangentially on what you do.
For an example we all know, think of McDonald’s “food, folks, and fun.” Sure, they were able to back that up with images (as well as one of the most iconic companies in the world) but you knew exactly what they were about from that.
We’re not saying that you have to be able to create a slogan that’s on par with that of a legendary multinational worldwide corporation.
But, in a few words, you should be able to explain what your company’s all about. With great clarity.
For help with this and anything else related to marketing, don’t hesitate to reach out to Danny Star. He’s currently offering remote marketing consulting in Los Angeles sessions for reduced prices: (213) 457-3250.
