I am a little embarrassed to be pointing out the boringly obvious, but I feel I need to. I need to because every week I come across far too many businesses and nonprofit organizations that just don’t do this.
It’s not that they don’t do this well, they don't do it at all!
So do it? Do you have a compelling answer to these two crucial customer questions?
- What can this do for me?
- What can you offer me that no one else can?”
Yes or No? There is no middle ground. You either do and you know you do or you don’t. If you don’t know let me be a little forthright - you don’t. I am sorry for being so blunt about this but we are dealing with such a crucial issue that I don’t want to beat about the bush. It really is that important.
If you do have an answer to these two questions…..
- Is your answer clear and succinct?
- Is it easy to remember and talk about it in casual language?
- Is it infused throughout all your communications?
- Do your staff and volunteers know the answer?
If not, I am sorry for the bad news BUT YOU ARE IN TROUBLE!
Because I guarantee you a number of your competitors have great answers to these two questions and as a result they are way ahead of the game. And this is why they are in the lead. How do I know that? Because there are scores of consultants just like me running around the country helping them.
As a result, their customers and potential customers know what the brand offers them to either solve their problem and make their life better. Their customers also know what they offer that no one else does. These really are the two game changers.
Just spend 20 minutes researching the leading competitors in your industry and you will see that what I am banging on about is true.
And for the record this is also true for nonprofits. Donors also want to know the answer to these two questions. The question is phrased slightly different but don’t be fooled, it’s still the same two questions.
So if you haven’t answered these key questions in a compelling manner and is infused through all your marketing and communications it’s never too late. So don’t be sad. Just do it. Start today or tomorrow, but don’t leave it too long before you do.
If you don’t have an answer for these two questions there really is nothing for me to say other than you really need to get on to this. And not next year. This is not a ‘nice to have’ it’s a ‘must have’.
Your brand’s future is hanging in the balance.
Thanks for listening to my little rant.