We recently worked with a client on their corporate messaging which would serve as the launch pad for their organization’s marketing efforts. As we listened to the client tells us about all their service offerings, we asked clarifying questions to make sure we had a full understanding of these offerings. Our next line of questioning took us down the path of… “Who Cares?”.
That’s the real question, isn’t it?
In this fast-paced world, when you only have 5-10 seconds to grab someone’s attention and your lucky if they give you 30 seconds to get out your pitch, you better make sure you answer that question.
When working on messaging and your company’s unique value proposition, be sure that you are focused on your customer and what they care about. Many organizations are so focused on themselves – what they do and what they have to offer, they often forget that they have created these valuable offerings because they are trying to solve their customers’ issues.
It is always great if you can paint an image in the mind of your potential customer with the problem your organization solves. You want them to envision themselves in the problem and then clearly explain how your company’s offering resolves their problem – be their Knight in Shining Armour!
To sum it up, when you are writing for your company’s website, brochure, sales script (you get the idea!), make sure that you do a litmus test and that you don’t leave your audience asking, “Who Cares?”.
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