When people ask you what your company does, what is your answer?
The worst answer is to simply say what you do. To say “we sell projects management software, or marketing services, or I’m writer” means you’re another one – one just like those others they’ve already heard of.
A great answer is a Simple Promise, a result only you can deliver.
Something that makes them lean in, ask how, and pay attention.
This Simple Promise, while seemingly small, is actually vitally important to all your marketing. Without it you have no anchor. No focus. No clear outcome you’re mapping to.
The result is messaging which is all over. Me too promises. And all the challenges that commoditization brings.
So next time you’re in a meeting and trying to determine your focus, stand up and ask the simple question: What is our Simple Promise?
If you can’t answer this, then I promise, no one in your market can either.