The question is, are you simplifying your message, like really, or are you, is your company, is your brand over complicating it?
Well that’s what we’re going to talk about in today’s video.
Hey folks, Marcus Sheridan here.
I’ll tell you what, we got a struggle here, especially with marketing departments around the world. We like to over complicate the things that we say, especially when we talk about that which we do as a company.
There’s a couple reasons for this.
We like to sound smart.
The problem is when we try to sound smart is the moment we start to distant ourselves from our audience. They’re like, “What is it that you do again? I don’t think I necessarily understand what it is, the problem that you solve.”
Plus, we’re too technical.
Let me give an example of this.
This is not necessarily a knock on anybody, but let me pull up my laptop here. Okay, it’s my laptop.
Now, let’s say that I went online right now and I typed in the phrase “content marketing”. What is it going to tell me? All right, let me show you what it tells me. It says, “A type of marketing that involves the creation and the sharing of online material such as videos, blogs, and social media posts that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.”
Well, is there anything wrong with that?
Well, no not necessarily, but here’s the catch. Is that the type of definition that an entire company could put their arms around? Is that the type of definition where a CEO would say, “You know what, that’s exactly what we need to do”?
There’s a reason why over the course of the last six or seven years, I can do a lot of things well, but one thing I do a pretty darn good job at is getting buy-in for companies that are resisting, especially from leadership and sales, digital, content, or inbound marketing.
We don’t talk about them like they’re marketing.
We don’t use fancy words.
Let me give an example.
Our definition of content marketing is “Your company’s ability to be the best and most helpful teachers in the world at what you do.” That’s it. That’s it.
Now, that’s why if you say to a CEO, “It’s going to be critical that you’re viewed as a teacher and a problem solver 20 years from now”, what is a CEO going to say?
They’re going to say, “Yes, of course it is.”
That’s how we’ve got to approach these things.
We’ve got to say we must simplify, we must allow our team to put their arms around it, or our audience or our readers, and if they can’t repeat it simply like they ask, you answer, if they can’t say it to a peer, well then it’s too complex. It’s too jargon filled.
Let’s eliminate that stuff. Let’s stop trying to sound smart. Let’s make it simple. Let’s not over complicate that. If we do, everything is going to change. Our messaging is going to be better. We are going to resonate with the marketplace.
Fired up today about that.
Now let’s get to work.