How to Sell with Just One Word
Here are questions to consider for your marketing:
- What sets you apart from your competitors?
- What one word captures that competitive advantage?
In some cases, the answer comes fast. Perhaps it because your company has been using that word in its marketing. In other cases, it might take a while to capture your edge over th other guys.
For our client American Receivable, the word was “integrity.” And as you watch the video, notice how Executive VP Capps supports the word with facts. With proof. It sounds simple. And it is.
The more complicated your concept or message, the more difficult it is for viewers to et the point.
How to Sell with Just One Word: Takeaways
- Determine the word.
- Accept the fact that might take a few days.
- Consider how to support it with facts.
- When possible, tell a story that brings the word to life.
- As part of the campaign, include a testimonial with a client who uses the word to describe your company.
Given the company’s “Conscious” culture, we could have done a vide about each of the letters in an acronym. Here’s how they describe it in their blog:
“Conscious Culture – Defined by the acronym TACTILE: Trust, Authenticity, Caring, Transparency, Integrity, Learning and Empowerment, the word tactile also suggests values of these.companies are tangible to their stakeholders as well as to outside observers; you can feel the difference when you walk into a conscious business versus one that is purely driven by a profit motive and just for the benefit of shareholders.”
For help in marketing your company — including finding that very important word or description — contact me: bob@kaplitz.tv.
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