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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Ways to Effectively Communicate Your ‘Why’ Message

 
Last week, Fire Enterprises Inc. (FEI) marketing whiz Marka showed savvy salesperson Zoot how leading with “Why” in company messaging can improve sales. This week, Marka gives Zoot and FEI President Org actionable tips for putting FEI’s “Why” message to use in marketing communications. Remember, fire = print.

The morning after Zoot and Marka came up with FEI’s new “Why” message, an excited Marka barged into Org’s office to propose it. Zoot stood by and listened.

Org rubbed his hairy chin, thinking over Marka’s idea. “‘Everything FEI does is to help make you and your customers happy,’” Org mused. “Well, it’s certainly compelling. But what exactly do we do with it?”

“Glad you asked,” Marka said. “I have a few ideas up my sleeve.” Without even asking for permission, the impetuous Marka started scribbling on the whiteboard in the corner of Org’s office.

How to Communicate FEI’s ‘Why’ Message to the Marketplace:

• Video content


“FEI could create a brief flash video that concisely and compellingly answers the ‘why-how-what’ question,” Marka explained. “This will engage our customers and prospects more than another “History of X Fire Company” corporate video on O-Tube.”

• Web, O-cial media, and collateral materials


“Our ‘Why’ message is short enough that we can print it on every employee’s business cards. Let’s also print it on our company letterhead, invoices, brochures and other collateral materials,” she continued.

• Outbound marketing

“FEI’s marketing department should give every promotional message this simple test: Does this support and further our ‘why’ statement? If not, we’ll redo it,” Marka asserted

• Case studies/testimonials

“Details still matter,” pointed out the marketing exec. “FEI should make ‘why’ real for our customers with case studies, testimonials and other proof points.”

• Internal messaging

“Let’s drive home our ‘why, how and what’ messaging with employees by giving them a simple, one-page document that contains these messages. If our ‘why, how and what’ can’t fit on one page, we need to simplify it,” Marka concluded.

 “Clearly, there are many ways we can use our ‘Why’ message to create compelling, business-generating marketing communications,” Org said. “I approve all of these ideas. Now, get to work! I want all these put together by the day’s end.”

Marka and Zoot were frozen in terror and confusion upon hearing their normally friendly boss’ aggressive demand.

“Just kidding,” Org said with a smile. “But really. I do want all this stuff done. How about this? I’ll give you a whole week!”

Today’s FIRE! Point
There are many ways your printing company can communicate your “Why” message to target markets. Consider sharing the message via video content, Web and collateral materials, outbound marketing, case studies, internal messaging, and more. Then, your marketing will be more compelling, and your sales will grow.

FIRE! in Action: DataSynapse Fixes Its Company Messaging, Grows Sales
The technology company developed new messaging to use in its marketing communications and for use by its sales and customer service staff. The results? The company doubled its revenues and client base the next year.

Next week: Marka shows Zoot how to build an effective direct mail/email A/B test.
 

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