We have so much that we need to say to our prospects. We need to tell them about all our features. We need to tell them about the functionality that we deliver. Maybe there’s a special manufacturing process. Or there’s the customer service. And more.
When we’re occupied with this way of thinking, one of two things happens:
- We detail a different selling point in each communication. This helps us feel like we’re covering everything. But for those we’re hoping to engage, it becomes a confusing cacophony. They don’t know where to focus because we’re not focused. So they just move on.
- We try to explain the secret sauce we create when we combine all the features and functionality. This forces us to try and simplify things for our prospects. But, more often than not, our explanation becomes so generic that it loses all impact.
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Creating meaning for those your brand hopes to engage
The problem isn’t with what you’re trying to talk about. The problem is with who you are talking about.
To avoid the problems I described above, we need to shift the focus from what we offer or how we offer it to how we’re helping those we hope to engage.
