Creatives, our positioning is selfish

Global Fire Creative Linkedin

Creatives, our positioning is selfish

A post by our mouthy American, Elizabeth H.

p

“We make great videos” :: I swear there must be a video production website template out there and that’s the placeholder strapline but -oops- we left it in.

p

Guys…listen…people don’t care about us. They care about themselves and what we can do for them. If you want to sell well, win friends and influence people, you must realise this home truth and position your claims as benefits to your prospects, not kudos for you.

p

I get it. You’re trying to be simple and concise by telling people who you are, simply and without fluff. But ain’t it just so ironic that some of the worst offenders of “me we us” positioning are creatives? We’re supposed to be innovative but I guess it’s still true that the cobbler’s children have no shoes. You might want to put some effort into presenting yourself as well as you propose to be able to present your clients.

p

A metaphor for the state of affairs: a video production company whose USP is “being able to tell any story in 90 seconds or less” uses a 6 minute video about how they can communicate anything in 90 seconds.

p

Here’s some real stuff I’m seeing on agency websites along with my suggestions for client-centric sentiments to get the focus off ourselves and onto them…

p

  • “We make great films” —> “You need great films. We make them.”
  • “Our clients” —> try “Brands we serve”
  • Our awards —> instead, feature success clients have seen as a result of your work. Kudos for you are useless to your clients. Highlight measurable results.
  • “We’re a modern and innovative production company” —> Do be innovative in how you display your innovations. Don’t say you’re innovative.

p

I suppose there are a couple different ways to view your online communications. Your website can just act like a virtual business card. Or you can use your presence in the interwebs as a nod to your prospects’ and clients’ intrinsic concern for themselves and inspire them to trust that you have them as numero uno priority.

p

We exists to serve our clients. Not to make them great but to amplify their greatness. To magnify their results, their work, their clients, their achievements and their story.

p

Challenge :: I challenge you to go to your website, your blog posts, your social media. Turn “we” statements on their head and tell your clients how you vow to serve them.

No Comments

Post a Comment