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Posts Tagged ‘advertising’

Yes, we’re in the midst of the digital revolution. If you know me, you know I’m totally into it (and have been for a long time).

We made a slow but steady move toward taking our training and marketing and communications, and migrating them to digital formats and platforms. Learning Management Systems. Content Management platforms. iPads. YouTube. Closed-loop Marketing programs. On and on.

That’s not what’s primary, however. It’s inevitable that we evolve into using these new tools. But digital conversion is not enough.

The conversation should not primarily be about digital. When delivering information to any audience, these three things should be at the forefront, driving every format and delivery decision:

  • Clarity
  • Relevance
  • Timeliness

Whether it’s 1954 or 2014; whether it’s print or .pdf or television or Twitter; whether it’s sales or marketing or training; these three issues are our primary concerns.

> Is it clear? Whatever you’re trying to convey has to be understood by your audience, not just put in front of their eyeballs. Even the Golden Gate Bridge cannot be appreciated when it is buried in fog.

> Is it relevant? The most wonderfully formatted and expressed information will not move any needle strategically, if it is delivered to an audience that doesn’t see a WIIFM.

> Is it timely? Communications of any sort have to reach people at the point of felt need. Digital may – or may not – be an important part of the timeliness equation.

We (and our vendors) often think about tactics and programs in terms of deliverables; e.g., this is going to be blended learning module on A&P and disease state which will be compatible with iPad delivery. That’s fine, but it’s a layer below the top-tier concerns. How will the information design be incorporated to achieve maximum clarity? How can the most prominence be given to the most relevant information? How can ensure that our audience can access what they most need when they most need it?

Utility is primary

Format isn’t the focus. Utility is primary. If it’s not clear, relevant, and timely, it’s not useful.

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Why aren’t companies bolder to differentiate themselves?

Once again, this morning, I came across a website for a digital (pharma/healthcare) agency. And, once again, there was the familiar list of bullet points, similar to this:

  • Digital Strategy
  • Web Analytics
  • Creative Services
  • Digital Sales Aids
  • Audio/Video Aids
  • eLearning
  • E-Mail Marketing
  • Microsites, Campaign and Brand Websites
  • HCP Social Media
  • Medical Animation
  • Mobile/iPad Development
  • Application Development
  • Web Development
  • Social Media
  • SEO/SEM

PenguinsWeDoThatIt could have been any of a number of such firms, because most of them claim to do – well, everything. Just like all the others.

Yes, I understand that agencies want to give the impression of being a one-stop shop so more marketing dollars can flow into their coffers. You’re afraid to miss out on some piece of work because the net is not wide enough. So you do bullet-point marketing. But at what price?

You’re now just like everyone else. “Will Work for Revenue.” There’s a biz-ugly word for that: Commodity.

In my Vendor Selection workshop, I show a web page with a very similar “we do it all” bullet point approach to training solutions. It’s disingenuous, really. Nobody does 10-12 disparate things well. And customers instinctively know it.

I’ll tell my pharma clients the dirty little secret: vendors may be ABLE to do 5-10 things, but typically, they’re going to do 1-2 things really well. That’s the differentiator. And, when doing clarity consulting with small companies and individuals, I say the same thing. Narrow your message down to your uniqueness; don’t broaden it to everyone else’s generalities.

It’s actually quite a liberating experience to move away from the broad message, where you’re competing with everyone; and instead, defining and promoting your unique offering.

It’s best not to lead with the 5-10 things. Clients cannot remember you for that – you will be dumped right into the commodity bin of their memory banks, soon to be deleted. Instead, lead with your tangible, demonstrable differentiator and build your message around that. Become a trusted supplier of something you excel at, and maybe the door will open later to some of the other things that you do.

“We’ll Do Whatever!” is not a message that sets you apart in the minds of your clients. Focus. Differentiate. De-commoditize.

Unlike everybody else!

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