Go ahead and open some browser tabs, flip through a brochure or leaflet you have lying around and look for we statements. It’s practically guaranteed most of what you read will sound something like:
- “We are the greatest…”
- “We offer the best services, products, etc.”
- “We are #1 in…”
Maybe take a moment to take notice how many “we statements” you’re reading.
You’re being “we’d on”, aren’t you?
Get it? “We’d on” instead of “Wee’d on.” Yep.
Take a look at your brand or company website and marketing materials. How much are you we’ing all over?
If you do find you’ve been we’ing all over your customers, it’s time to make a change and instead make your copy about the customer.
A customer doesn’t visit your website or flip through your leaflet to be bombarded by your brand puffery. They want to know how you are going to solve their particular problem. Of course they will want to know that you’re capable and have confidence in you or your team.
Brand Messaging with Clarity
Clear brand messaging is the best way to boost your business. Be able to describe what makes your brand simply and succinctly in a language that your audience understands. Ideally your brand message will be 10 words or less.
Make It Unforgettable
Too much or too little detail can make it difficult for your intended audience to understand and remember your brand. There are three things that you can do for your brand to make it unforgettable, and they are:
- Short: Strive for 10 words or less.
- Descriptive: It should succinctly explain its contents.
- Memorable: Easy to recall and easy to find.
Another, perhaps easier way, to approach it is:
- You Are: What is your company’s industry
- You Do: What does your company do? What doe it do better?
- You Serve: Who does your company serve?
For example, Taxes for Expats is a SaaS company that provides tax filing software services for expats. In their ads they sate,”Taxes for Expats offers a comprehensive tax software for expats.”
It’s not really catchy or exceptionally colorful. It’s to the point. You know exactly what Taxes for Expats does. If you’re within their target market you’ll pay attention to their advertisement and if you aren’t, you’ll move on.
Painting a Picture
Something that commonly accompanies we-ing on customers is the use of puffery and jargon.
Effective marketing uses words that stimulate the mind and compel a target audience to visualize meanings in the mind. Abstract words like “innovative”sound good but there isn’t a ready mental reference.
Consider the word “innovative” or “innovation” in your mind. Did you get a strong mental image? Probably not. Which business promotes itself has having, “A tradition of innovation.” You don’t know, do you?
The answer: Firestone
Words that are concrete words are memorable because they create mental image. M&M’s have told us for half a century that their candy, “Melts in your mouth, not in your hands.”
There isn’t a single abstract word in the M&M’s statement. It’s succinct, direct, and clear to the intended audience. Sure, it doesn’t tell you about the taste, but you know your hands won’t be covered in sticky residue.
Emphasize What You Do With Brilliance
Begin your approach by focusing on the fact and not by inventing some creative puffery, fluff, or clever buzzwords.
Imagine, for example, the company Corporate Couriers. This courier company’s main USP is that it delivers before 8:00 AM. Corporate Couriers’ competitors describe themselves as logistics companies. To differentiate themselves in their marketing copy, Corporate Couriers simply states, “Package & document deliveries before 8:00 AM.”
It’s clear, concise, and you know exactly when you might need to contact Corporate Couriers.
Try It For Yourself
Improve your website and marketing copy by answering by completing these three statements.
Category/Industry: You are…
Service/Product: You do…
Market: You serve…
There you go, take those 3 points and distill it into a factual sentence of 10 words or less. Remember, no puffery, jargon, or buzzwords. Above all, avoid using we statements whenever possible.
Let’s Talk About Your Brand
shane@3catslabs.com | Call +65-3159-4231
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