As I read newsletters, online publications and see people’s posts on LinkedIn – I am reminded of a lesson I learned back in college.
WIIFM
(What’s in it for me?)
I recall my marketing professor stressing the importance of answering that question whenever you are working in marketing, sales, communication or strategy. You need to always speak in terms of your audience and what is the benefit to them, not just yourself or your organization and tooting your own horn.
Your company just celebrated a milestone anniversary – let’s say 50 years. You send out an industry press release. Woo-hoo! So what? What is the benefit for customers, prospects, vendors or other industry colleagues?
Internally, you may think it’s a big deal – but what do other people think?
If you are celebrating 10 years – it signals your company is viable and hopefully stable. And….
If you are celebrating 20 years – again, your business model is likely viable and stable. And…
But, if you are celebrating 40, 50 or 60 years – does that signal you are old fashioned? Resting on your laurels? Perhaps your business model is waning?
What have you done for your clients lately? Announcing a company anniversary is NOT newsworthy. Unless you include additional information to make it newsworthy for your desired audience.
Anytime you are writing an announcement, you should answer that question. Because that is the question on every reader’s mind.
Earlier this week, I read an industry press release in an online journal that included the company name and how long they have been in business. It quoted the president and the head of sales (and it may have included a photo). But it did not indicate what business they are in or what product they sold! Seriously – did the company expect because they have been in business for 40 or 50 years that anyone and everyone reading the article would know what business they were in? And they had a plain, non-descript name like “A & B Sales” so their name was not helpful
Do they sell potatoes or computers? Have they been innovative in some way or introduced pioneering products or services? I had no idea when reading the article and was completely flummoxed.
When I took the Dale Carnegie Sales Course, they taught their students to never mention a feature of a product without its associated benefit. For example, if you say to a client, “I have some good quality avocadoes, do you want to buy some?” – you haven’t created a compelling reason for a customer to buy from you. But if you said, “Our company is the largest distributor of avocadoes globally and by working with us it will guarantee year-round supplies for yourself, especially when the market gets tight. Can we discuss putting together a trial order?” You shared the benefit of working with your company.
It’s the same thing when your company celebrates a milestone anniversary. Instead of just announcing your anniversary, how about this: “We’re celebrating 50 years of innovation and here are some of our proudest introductions over the years. As part of our 50th anniversary, we are offering a complimentary Guide on 50 ways to merchandise Avocadoes – contact us for your free copy.”
You don’t have to be in a product business for this to apply. It applies to all products and services and all industries. And with the constant and regular turnover with buyers and decision makers, you should never assume that people know who you are and what business you are in.
Speaking of which, what does your e-signature block include? Does it include what business you are in, or just your name and title?
We can all do better!
Onward and upward,
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