by Elaine Fogel

Are People Aware of Everything You Do?

I didn't know you did thatMaybe you have an excellent 30-second elevator speech that explains all that you do in your businesses or nonprofit organization. Or, maybe you are focused on one niche thing or market that everyone knows you do. But, if not, are you sure that the people in your circles and target markets know about everything you do?

Unless you do some market research – whether formally or anecdotally, how will you know? I didn’t. Yes me, the marketing specialist. I keep discovering people in my circles who have no idea of the breadth of my expertise or skills. Big sigh.

Do you have the same complaint?

I have often heard this same complaint from many others, especially from businesses or organizations that do several things. Now, one could make the argument that we should be paring down our products and services to a smaller size. Specializing in one or two things makes marketing them easier and helps us gain better market share in our categories. But, what if that’s unrealistic and we actually do several things really well?

This is where we must balance good marketing from “in-your-face” promotion. When we are in business networking situations, and someone asks what we do, it’s a great opportunity to say it all in a memorable, brief way. Yes, we run the risk of losing them after 3 seconds, but creativity can overcome that.

When we use content marketing to build our brand awareness, engage customers and prospects, and develop solid leads, we need to share valuable content without self-promotion. The way around that is to write content on all our areas of expertise, one at a time.

Do you have any other suggestions? What has worked for your business or nonprofit?

4 Responses to Are People Aware of Everything You Do?

  • This is something I struggle with, as well. I love your advice about content marketing.
    As a student back in the late 80s, I knew I wanted a diversified career in communications. I was in radio in college. I knew my next jump would be television, which I did within two years. I wrote for a few local newspapers and some national trade publications. Eventually, I took a job in public relations where I could incorporate all my skills and learn new ones.
    Now I work on my own and I bring all these skills to the table. I work on a variety of projects. Just this week I am doing an e-book, a few scripts for a video project, editing a publication for a publishing company and a press release. I love the versatility in my career and wouldn’t change it but it is hard to describe in a short amount of space or time!

    • Kimberly, you are multi-talented with diverse skills. Don’t you wish you could hire your own publicist? 🙂

      It’s so much easier to promote clients than to toot our own horns. I also find that testimonials can work well. Ask your happy clients to write a brief blurb about what you did for them (and how pleased they were) and add one to your newsletter, blog, and other content, one at a time.

      Gee, I think I’ll do that, too!

  • Elaine,

    You raise a point that has dogged many for a long time. I have had this same problem and have wrestled with a solution for it.

    There are some who think explaining “all you do” in the context of a first meeting as overkill and an unwanted exploitation of the time granted. Others are thankful and curious about your service or product offerings and crave additional information. I believe this is often an issue revolving around how much time is appropriate for any given situation.

    We must be sensitive to the time others are willing to give us for this purpose. The same is true when others are providing us with their service overview.

    As consumers we are bombarded daily with information and messaging from a wide variety of sources. Studies show we selectively “shut out” those we do not want to hear. Therefore, to be memorable you must have an audience that is receptive to your message. Bottomline: The short and relevant message is preferable to the longer and less concise type.

    Be ever mindful of this and the problems we experience should be far less.

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