This post is briefer than my usual, with two quick topics vs. one longer theme.
“There’s this thing in quail hunting… if a dozen jump and you shoot at the flock, you don’t hit [diddly squat]."
“But if you pick a quail, you might hit two.”
Hunting expert Steven Rinella
Quoted in the Wall Street Journal, 11/28/20
It’s usually better to tailor your offering and marketing communications to a single segment you have reason to believe will love it, rather than trying to serve everybody.
Focus pays off, as long as the segment is big enough and can be reached.
Abstract, buzzwordy language will hide what could be good stories. A few examples I found on the web:
Not so punchy!
A more effective approach would briefly state who the product/service solution is for, the problem it prevents or solves, and a grounded statement of the outcomes the customer can expect.
For Company A, the third example, think of how much more effective it’d be to communicate something like this:
“Company A serves large enterprise IT departments and managed service providers. Before working with us, IT managers can typically view the performance of only one IT system at a time. That inefficiency costs them six figures annually, and can lead to multi-million dollar losses because managers can’t get the information needed for better decisions. Our easy-to-adopt, expandable, highly secure Solution X solves that problem. It typically pays for itself in eighteen months or less.”