April 3, 2017
Businesses can’t all have the most competitive prices or the highest quality products, but that doesn’t stop some creating a compelling reason as to why they should be listened to.
The key is having a positioning statement that is instantly understood, highly memorable and compels the recipient to ask more.
This process invariably begins with a potential customer asking the question: “Who are you?”
It’s not a tricky question – but it’s how you respond that’s important.
Most businesspeople, when asked who they are or what they do, go into great depth about their products or services, but often, this can be heavy and uninspiring.
Keeping it simple will catch the customer’s interest much more effectively.
At Bradley O’Mahoney, we tell clients and prospective clients that we are ‘the people who will make their business famous’.
This often stops people in their tracks, builds intrigue, compels the recipient to delve deeper and leaves them remembering us.
Over-complication is a trap that many companies fall into because the fear of missing something out is greater than the fear of overloading; yet more often than not, less is more.
Of course, there may come a time when you sit down with a potential client and explain in more depth what it is that your business can do to address their needs. However, if you don’t stand out initially, it will be your competitor sitting down at the table having that discussion, not you.
The point is all companies can create points of differentiation even if they are not industry leaders. It’s all a question of simplifying the message and positioning it in such a way that it stimulates conversation and demand.
The other great benefit of taking time to define a ‘killer’ positioning statement is that you can then use it to spearhead all your marketing efforts via web, literature, digital, etc..
Over complication of a message often occurs when a company looks to motivate the business – employees in particular – through mission and vision statements.
Most of these statements are formed by committee and invariably contain words such as ‘solutions-driven’ and/or ‘customer-focused’ that fail to connect with or motivate staff.
Ask yourself: if a potential or existing customer asked a member of your staff to explain the company’s mission statement, how many could and then develop a conversation around it?
The reason why a company exists needs to underpin everything that it does. It also needs to be simple to understand, inspiring, challenging and capable of being measured.
I am constantly reminded of the focus that Samsung brought to its people with the three words that summed up why it existed: ‘To Beat Sony.’
How simple and how clear.