We’ve been in business for a combined 100 years!
We may have mentioned this before but…….
So What?
The so what question is a great one to ask yourself when you are putting together your marketing message. Is “So what?” a valid response to a statement like the one above? I would argue that it is entirely relevant and in this case, may even be the most obvious response. However the length of time the company and/or the individual has been in business is one of the more common statements I hear from businesses introducing themselves.
What were you thinking?
I don’t want to pick on anyone or any business who may be using this as a line, but ask yourself if it is serving you. I guess the thinking is that a long time in business somehow equates to competence and/or excellence. That may be valid. After all, businesses don’t survive for long by being incompetent. However, you are relying on the prospect turning that statement into something that talks to issues in her world, addresses an issue she has and to that end, length of time in the business is probably close to irrelevant. What can you do for me TODAY? Show me that you understand MY ISSUES.
Turn your thinking outwards
If you are part of a business that has been successful for many years you are probably proud of that and you should be. it can be tough to make a business work and if you are successful over the long haul you are doing a lot of things right. Experience is very often important. Why though? It is not the length of time so much as the fact that you are satisfying your customers consistently. Even that isn’t the marketing message - the way to get and keep attention is to show HOW you deliver value, show you UNDERSTAND their world and make that better. Can you do that even though you haven’t been in business for 100 years? I would argue that you can, and you can do it well.
So What?
“I’ve been in business 10 years”
“So what?”
“Well, we have a lot of experience”
“So what?”
And so it goes on. You may get there eventually but often times prospects won’t bother to ask the question, they will simply move on. The answer? Stop saying how long you have been in business and start figuring out what problem you solve for your clients that has allowed you to be successful for so long.
You will know when you have the message right when “so what?” makes no sense as a response. For example:
We help successful small business owners frustrated that they are paying more in tax and so unable to invest in their business.
Much more likely than “so what?” is “Really, how?” and that is much more useful to you!
Tags: elevator speach, marketing