The Best Way to Describe Your Company
Dear savvy business professional:Let me ask you a simple but very important question:
"Can you tell me about your company/organization/business?"
Each time I ask this question, I hear the same cookie-cutter response that doesn't provide any specifics and doesn't have much of an impact...
"Well...our organization has been around for over 20 years. We have
35 employees in four statewide offices, working hard to improve
elementary education in California..."
-OR-
"Smith Toys is one of the leading toy manufacturers in the United States,
producing high-quality merchandise in an affordable and sustainable manner..."
Did any of the above statements grab you? Do you feel excited or enthusiastic
about the company's products or services? My guess would be - no, not in the least.
So, let me assure you that there is a better way to address an open-ended question.
Instead of beginning with a "what you do" or "how good you are", why don't you
briefly explain why your organization can make a difference and how your prospects
might benefit from your expertise.products/services.
Now, let me present a better alternative to the aforementioned "dry" answers.
"Here in California, we are 50th in the nation in education. What it means is that
most of our students are the least prepared and are more likely to end up
living in poverty. Our organization is determined to change that and making
sure that our students get the best, high-quality education they need to
compete in today's marketplace and eventually achieve the success they deserve."
-OR-
"Most people would agree that most toys are expensive and usually break within weeks of
opening the box. Therefore, Smith Toys makes toys that are NOT going to break easily,
after you open the box - we guarantee it - and we've even figured out a way to
make high-quality toys affordable and environmentally friendly..."
See the difference? Both statements are more compelling, more powerful and more
specific. So, starting your response with the "why" will enable you to make an impact
and connect with a prospect, customer or reporter on a deeper level.
If you need help with your Marketing, Public Relations or Writing Projects, please call (516) 889-8636 or email: angela@kambarian.com today.
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