Nobody Cares

Okay, I'm just going to come right out and say it ... Nobody Cares.

Don't worry, this isn't a rant on narcissism or whining. It's how most people feel about the marketing messages out there. Nobody Cares ...

Let me explain. In an attempt to appeal to everyone, organizations are appealing to no one. It's what we at Merrigan & Co. call a vanilla death.

Often, we'll find ourselves asking new clients, so what really set you apart? And what do we hear?

Excellent Customer Service! (Yes, but doesn't everyone sing that from the rooftops?)
Strategic Vision! (Well I hope so, but what does that mean for your customers?)
Competitive Pricing! (Hmmm. Does that mean lowest prices or just in line with your competition?)

With a little recasting, the above can be specific and powerful descriptions of who you are:
Excellent Customer Service: "We answer 98% of phone calls within 20 seconds, so you don't have to wait."
Strategic Vision: "We invented the XYZ and the ABC, two of this decade's most dramatic contributions to the industry." (Show, don't tell)
Competitive Pricing: "We can save you 20% off what you are paying now—guaranteed."

Be courageous. Say who you are with confidence that you will attract the right customers. Chances are, profits will follow.