When promoting our business, it can be easy to get caught up in trying to impress the wrong crowd. Most often, I find that crowd is our competition. It's natural to want to impress our peers, we invest a lot to ensure we are leaders within our industry. But when creating communication for our business, this is definitely not who we should be thinking about.
I am often assisting clients craft communication messages and I absolutely love this part of my job. One of they key questions I always ask is:
Sometimes, if we are really honest with ourselves, we are trying to impress our competitors. We are trying to be the best, showcase the best and out-do the competition. With items like customer service, continuous improvement and production, I 100% agree we should keep a close eye on our competitors and try to stay one step ahead.
But with marketing communications, I believe we need to disregard what our competition are doing more often.
Yes, I agree we should keep an eye on their marketing messages, to ensure we can differentiate ourselves, but I think it can be easy to fall into the trap of impressing them and not our clients - I've seen it many times.
Here are a few questions to use when crafting communications for your organisation to really get you in the right frame of mind:
Here are a few more to ensure you haven't got yourself too carried away with being an industry leader (and impressing your peers):
By using these 10 questions as a checklist, you can draft and re-draft your marketing messages to ensure you don't waste any time and money on sending the wrong messages to the wrong audience.
Nobody has time for that!