Unleashing the Power of 'Why' –Farquharson/Tedesco
• Web, social media and collateral materials—If it's short enough, print your company's "why" message on everyone's business cards. Print it on your company letterhead. Your invoices and brochures. Your pens, flashlights and any other knickknacks you give out to customers.
• Outbound Marketing—Give every promotional message this simple test: "Does this support and further our 'why' statement?" If not, redo it.
• Case studies/testimonials—Details still matter. Make "why" real for your customers and prospects. Support your "why" with case studies, testimonials and other proof points.
• Internal messaging—Drive home your "why, how and what" with employees. Create a simple, one-page document—if your "why, how and what" can't fit on one page, that's a problem. Distribute this document to employees.
We'll leave you with our own "why" statement. Why do we write this column every month? Because we care deeply about helping printers sell more in a fiercely challenging and competitive era for our industry. Now that should keep you coming back every month!
Here's a bit of homework for you. Carve 18:05 out of your day and watch Simon Sinek's TED Talk. Google it. By the way, one of Google's core beliefs is that if you focus on the end user, all else will follow. Your authors kind of like that one, too! PI
—T.J. Tedesco, Bill Farquharson
About the Columnists
T.J. Tedesco is team leader of Grow Sales, a marketing and PR services company that has served graphic arts companies since 1996. He wrote "Direct Mail Pal 2012" and seven other books. Contact Tedesco at (301) 294-9900 or e-mail email@example.com. Bill Farquharson is the president of Aspire For. Through his Sales Challenge and Tuesday eWorkshop training programs, Farquharson can help drive your sales. Visit his Website at www.aspirefor.com or call him at (781) 934-7036.