A quick check to see where your company head is at…
Depending on which source you prefer, the average person is exposed to anywhere from 2 to 3,000 advertising messages each day. That’s an awful lot of noise, an awful lot of people shouting about their product.
People are so bombarded by advertising messages that they are becoming immune. It’s not just banners and display ads. Most companies treat their website just like an advertising brochure: a chance to shout about their product.
The challenge is to stand out. People are hardwired to notice things that are different. So instead of talking about ‘you’ – your product features and spec, try talking about ‘them’ – the problems you solve for your prospects and customers.
Talking about them (solutions) instead of you (product) is a consumer centric approach that many companies think they are doing. But most, in fact, are not.
Here’s a good way to start checking where your organisation is at: take a piece of paper and write down the words ‘we’, ‘our’, ‘ours’, and ‘us’. The write down the words ‘you’ and ‘yours’. Go to your website and start counting. How often do the words ‘we’, ‘us’, etc outnumber the ‘you’ and ‘yours’?
Who is your company talking about?