I sat in on a sales presentation earlier this week with one of our long-time clients. The presentation started very quickly (and to my thinking, very poorly) with an assault on the use of traditional advertising mediums…everyone DVRs all TV programs, everyone listens to satellite radio in their cars, all newspapers have gone or are on their way out of business, blah, blah, blah…subjective and irrelevant information designed to baffle.
The product this company is selling is very compelling on its own terms and along with our strategic use of traditional mediums can very likely be accretive to advancing our client’s business to a new level. All in the meeting recognized this fact.
So, here’s the thing…go sell your product based on its own merit, based on results, based on anecdotal information from real case studies. DO NOT INSULT your target audience by launching a truckload of scud missiles. (We all remember scud missiles from Iraq, right? Missiles with no intelligence and subsequently little to no impact.)
Sell based on intelligence! With a wealth of available resources, consumers are more intelligent now than at any time in the history of the world—always assume you’re dealing with smart people. One client remarked recently that he’s found his consumers to possess highly sensitive and highly active “BS Meters.” I can’t agree more.
Therefore, I’m declaring the days of being able to “baffle ‘em with BS” officially over.
Cheers!
A client introduces himself at a social event. He’s among doctors, lawyers and other respected professionals. He states his profession and can literally feel the other guests physically withdraw and look away—he’s been dismissed. There’s absolutely nothing objectionable about this man’s occupation; he owns a business in a critical financial market segment, his products and services add value to many lives and he likely earns a higher income than the family doc or the local attorney.
This gentleman’s problem is a communications issue—he didn’t communicate the big idea quickly and in a manner that won instant favor with his publics. We see this same issue all the time. Decisions today are made at the speed of light and first impressions have never been more critical. When you get the opportunity to tell your story, you have to compel your publics to engage.
elevator speech
A quick and compelling missive about your company, product or service wrapped tightly around one or two core messages and delivered within the time span of a short elevator ride.
As part of unearthing and building brand for a client, we fit the company tool belt with a very tightly constructed, on-brand elevator speech. This quick and compelling missive can be delivered in a social setting, but more importantly is used consistently with customers to help soften the point of entry and open dialog.
About now you’re thinking this is a no-brainer, so do me a favor. Go out into the bullpen and ask five employees to tell your company’s story in 30 seconds or less. I’ll wait. Okay, how many told the exact same story? How many were on-brand? How many got you excited? If your team responded like most, you’re probably feeling the need to start writing your elevator speech.
Start by writing two or three core messages that encompass the unique characteristics and key differentiation that inspire your company, product or service. Work to blend these core messages together to yield a simple, cohesive, tight and logical train of thought. Now add enough anecdotal flavor to make it conversational without diluting the message. And finally, practice your delivery. Use role playing and fun games to ingrain core messages and your brand new elevator speech up and down throughout the organization.
Build a great elevator speech and you’ll keep others from looking down while you’re going up.
Silver Bullet
From Wikipedia, the free encyclopedia:
The metaphor of the silver bullet applies to any straightforward solution perceived to have extreme effectiveness. The phrase typically appears with an expectation that some new technology or practice will easily cure a major prevailing problem.
Read. Read. Read. Read everything. But as you begin planning for 2008, we encourage you to consider replacing the search for illusive, magic silver bullets with more practice at the range firing time-tested ammunition and developing repeatability.
The times have rendered us completely impatient. Results can’t come fast enough. Change doesn’t happen quick enough. I remember way back in the late 80s, during the total quality revolution, when we needed “change agents” to overcome inertia and we operated in frozen fear of change. Fast forward 20 years…change is everything…just look at Madonna. In contrast, The Rolling Stones have changed very little (except getting sober, maybe).
Here’s my point in this diatribe of mixed metaphor…I fear the perceived need for change and magic silver bullets has everything to do with our lack of results. We need to commit to do a few, proven things consistently this coming year, like the Stones surely have done for the past 40 plus. I believe the results will follow.
In 2008, patience will still be a virtue. And magic bullets will still be for Lone Rangers.
High-yo Silver!
We recently participated in the creation of a new “boutique” brand with a client and a team of branding folks. For whatever reason, the facilitator made frequent snide references to one individual on the team’s apparent affinity for the Tommy Bahama brand. It bugged the heck out of me. So I offer this to cleanse my soul…
While Tommy may not define every lifestyle, I believe his is one of the true branding success stories of our time. Read Cigar Aficionado, June 2007. I wish I were a little more like Tommy.
Tommy is an innovator. He had the courage to persevere when others were blind to his vision. Today he has legions of brand loyalists and just as many wannabe imitators.
Tommy knows who he is. He was created to live a very specific life (an attainable yet aspirational life)—and even more than a life, an attitude.
Tommy is true to who he is. He doesn’t try to be more things to more people. Instead he continues to drill into his own life (always asking the question: What would Tommy want?) and take a niche market deeper into his experience.
In my mind Tommy defines “boutique” and has rightfully earned his station in a life “where the weekend never ends.”
Relax.
