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Communicate! How to Be Specific in Describing Your Services
Guest articles > Communicate! How to Be Specific in Describing Your Services
by: Robert Deigh
Comedian Lily Tomlin has a great line: "I always wanted to be somebody, but now I realize I should have been more specific."
Businesses often have a similar problem - describing themselves in terms that
are too generic to be memorable and effective. "We create custom software."
"We're a health and wellness company." "We're your financial experts."
Unfortunately, these descriptions are not compelling enough to make you stand
out. Companies that don't stand out rarely beat the competition.
Here's the cure: as part of your PR strategy, create a compelling company
description and a few messages that reveal not just what you are but -- much
more important -- what you do to help your clients succeed.
In the examples above, you'd be more likely to hire companies that describe
themselves this way: "We are a technology company that helps organizations save
25% of design and manufacturing costs." "We help busy individuals and families
lead healthier and more energetic lives through common-sense exercise and
nutrition." "We show people step-by-step how to save realistically for their
future while enjoying the present."
Now create five or six very specific messages that support your overall
description. Put those messages into all of your formal and informal
communication (marketing and press materials, website, presentations, paid
advertising, sales kit, elevator speech and even your on-hold phone greeting).
Whether you have four employees or 40,000, the ability of every member of your team to speak in a unified voice, using the right messages, is a very powerful, competitive tool.
Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at www.rdccommunication.com. He can be reached via email at firstname.lastname@example.org, or by phone at 703-503-9321.
Contributor: Robert Deigh
Published here on: 12-Jan-14
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