(Originally posted June 27, 2011;
posted here with minor edits)
posted here with minor edits)
I’ve worked with more than one organization to help them develop
advertising, promotion, communications, and PR efforts. In every
situation, their burning desire was to “just get something out there.”
The feeling was that if they could just get an ad in the local paper, an
article in the local business magazine, a commercial on the local radio
station, or a nice story on TV, everything would be okay.
When I asked them what they wanted their ad or article to say, their response was, “Just get the name of the organization out there! You know, and our URL! And phone number! We just need to get our name out! Now!”
Talk about your Jack Bauer style of advertising!
But since they did't have a gun pointed at my knees, I always pushed back and did a little CSI-type of discovery. This is where I became a source of annoyance asking them questions such as these:
But we needed to go through the process of self-discovery to yield the unique story that would drive the key messages setting them apart and above everyone else.
So do you.
So does anyone who wants to promote themselves, their business, their school, their charity, their whatever!
Not engaging in this process will only lead to useless ads and news releases no one will look at or read. Not even Jack Bauer.
Unless you’re a Nike or a Coca-Cola, you’re going to need more than your company name and contact information to generate interest and attract customers.
Take a good look at who you are, your origins, who you’re best customers are now, and clarify what you want to accomplish in the marketplace. Then, build your story and start telling it to the world.
With an effective story, your business or organization may just survive longer than 24 hours and live another day.
=======
When
was the last time you really took a close look at who you are as a
business or organization? Have you ever asked your customers how they
think of you? How do effectively get your name out?
When I asked them what they wanted their ad or article to say, their response was, “Just get the name of the organization out there! You know, and our URL! And phone number! We just need to get our name out! Now!”
Talk about your Jack Bauer style of advertising!
But since they did't have a gun pointed at my knees, I always pushed back and did a little CSI-type of discovery. This is where I became a source of annoyance asking them questions such as these:
- What differentiates you from all of your competitors?
- What makes you special and unique?
- What is your story; the story that repeatedly drew your most loyal customers back?
- Who are your typical customers? The leading users of your products or services?
- Who are your customer cheerleaders?
But we needed to go through the process of self-discovery to yield the unique story that would drive the key messages setting them apart and above everyone else.
So do you.
So does anyone who wants to promote themselves, their business, their school, their charity, their whatever!
- For example, is your organization a college or university in an area where there are dozens of colleges and universities? Why should someone choose you over all the others?
- Or, if you are a church wanting to engage your community where there’s a church on every corner? What does you church offer that the others don’t?
- Or, if you’re a … [fill in the blank] ... you get the idea.
Not engaging in this process will only lead to useless ads and news releases no one will look at or read. Not even Jack Bauer.
Unless you’re a Nike or a Coca-Cola, you’re going to need more than your company name and contact information to generate interest and attract customers.
Take a good look at who you are, your origins, who you’re best customers are now, and clarify what you want to accomplish in the marketplace. Then, build your story and start telling it to the world.
With an effective story, your business or organization may just survive longer than 24 hours and live another day.
=======
When
was the last time you really took a close look at who you are as a
business or organization? Have you ever asked your customers how they
think of you? How do effectively get your name out?
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