Here’s a quick test to determine if your marketing sucks or not.
Scrape off the labels, names, and brands in your marketing collateral and see if you can tell if the company/product/service is still unquestionably you, or if it could be anyone at all – maybe not even in your industry.
Try it with a friend who you don’t do business with. Don’t tell them who the company is, just scrape off the labels and see if they can tell who the company is.
Let’s try it right now!
XYZ is a software technology company that enables high-quality voice and messaging services across multiple devices and locations over broadband networks. Our award winning technology serves approximately X million subscribers. We provide feature-rich, affordable communication solutions that offer flexibility, portability and ease-of-use.
Now take this quiz. Is this:
A. Skype
B. Verizon FIOS Telephone Service
C. Vonage
Do you know? Can you tell? Does it even matter?
Here’s another one:
XYZ is an industry-leading email service provider based in Someplace, Somewhere. Founded in 2001, for the past 7 years we have been assisting our clients with a combination of both service and technology solutions that help them maximize the email marketing channel. XYZ provides both full service and self service email marketing solutions to our global client base of over X. Our leading web based platform, X, is currently in its seventh release, bringing the latest leading feature set to our clients browsers. The latest release offers enhanced deliverability solutions, detailed and customized reporting and analytics, and an easy to use intuitive user interface, all combined with leading customer service and support.
Is this:
A. Constant Contact
B. Exact Target
C. Blue Sky Factory
I don’t think you care. I certainly don’t. My eyes glazed over the moment I hit the words “industry leading”.
Last try.
XYZ ignited the personal computer revolution in the 1970s with the X and reinvented the personal computer in the 1980s with the X. Today, X continues to lead the industry in innovation with its award-winning computers, X operating system and X and professional applications. X is also spearheading the digital media revolution with its X portable music and video players and X online store, and has entered the mobile phone market with its revolutionary X.
Is this:
A. Dell
B. IBM
C. Apple
Even with a lot of scraping and anonymization, there’s no question that this is Apple, Inc. If you can take your marketing collateral and remove the brand and product, and your identity STILL comes through, you’re doing it right. If you can just knock out your company name and no one has any idea what company it is, if they mistake you for your competitors, or if they can’t even tell what industry you are in, you’re in trouble. Go back and sharpen your pencil until your identity and culture shine through.
Oh, and for the quizzes, the answer was always C. We’ve since revamped Blue Sky Factory’s email service provider about page. It’s still a work in progress, though, so if you have suggestions for it, we’re listening 🙂
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Great post! It just shows how important it is to find your unique selling point and make sure to emphasize it.
Great post! It just shows how important it is to find your unique selling point and make sure to emphasize it.
I can see how brands with a deep history can weave such a rich story. But what about folks like me? Big Picture Web is hardly a household name. What do you suggest for newer brands that are just starting to build an identity?
I can see how brands with a deep history can weave such a rich story. But what about folks like me? Big Picture Web is hardly a household name. What do you suggest for newer brands that are just starting to build an identity?
The message needs to be about “Why” not “What” or “How”, unique selling points don't differentiate…
http://www.marketingovercoffee.com/2010/03/10/s…
The message needs to be about “Why” not “What” or “How”, unique selling points don't differentiate…
http://www.marketingovercoffee.com/2010/03/10/s…
Good post chris, I was able to guess Apple & blue sky factory. I hope you guys can write a post about what blue sky factory offer differently from constant contact or vertical response, I have a few small business owners that really don't have a clue about blue sky factory.
Good post chris, I was able to guess Apple & blue sky factory. I hope you guys can write a post about what blue sky factory offer differently from constant contact or vertical response, I have a few small business owners that really don’t have a clue about blue sky factory.
I love this tip! I write copy for TV commercials (radio ads in the past) and monitor a lot of what my clients and their competitors are doing on a local level. I cringe every time I hear generic phrases like, “conveniently located” or “what sets us apart is out service” blah blah blah! What does your company do or make that is unique??? Why would a consumer want to do business with you or buy what you sell? This is a perfect exercise to help solidify a brand & position.
I love this tip! I write copy for TV commercials (radio ads in the past) and monitor a lot of what my clients and their competitors are doing on a local level. I cringe every time I hear generic phrases like, “conveniently located” or “what sets us apart is our service” blah blah blah! What does your company do or make that is unique??? Why would a consumer want to do business with you or buy what you sell? This is a perfect exercise to help solidify a brand & position.
I'm bookmarking this for clients to see. I have to beg and plead with them to be unique – and stand out from the crowd. Gotta run and start working on my info, so it doesn't look like everyone else's.
I'm bookmarking this for clients to see. I have to beg and plead with them to be unique – and stand out from the crowd. Gotta run and start working on my info, so it doesn't look like everyone else's.
Great point here Christopher. I need to do some serious looking into my brand to make sure the identity stands on it's own without the name.
Great point here Christopher. I need to do some serious looking into my brand to make sure the identity stands on it’s own without the name.
“If you can take your marketing collateral and remove the brand and product, and your identity STILL comes through, you’re doing it right.” Wow- really though-provoking article! I was glad when you revealed that the answer is supposed to be “C” for all of them..I was beginning to think that I wasn't getting any of the questions right! lol…Great post!
“If you can take your marketing collateral and remove the brand and product, and your identity STILL comes through, you’re doing it right.” Wow- really though-provoking article! I was glad when you revealed that the answer is supposed to be “C” for all of them..I was beginning to think that I wasn’t getting any of the questions right! lol…Great post!
“If you can take your marketing collateral and remove the brand and product, and your identity STILL comes through, you’re doing it right.” Wow- really though-provoking article! I was glad when you revealed that the answer is supposed to be “C” for all of them..I was beginning to think that I wasn't getting any of the questions right! lol…Great post!