In nearly every marketing engagement or networking discussion I've had recently, I'm being told it's "important to tell them (potential customers) what you do and how you do it." Forgive me. I disagree.
When I go to the Mazda dealership to get my oil changed, I'm not interested in hearing the process of how they do it.
I don't need a step by step description.
I don't need a whitepaper.
I don't need a use case.
What I need as an oil change customer is this:
- Cost (and we all know they are inexpensive so as long as it's less than $30, we're good)
- Can it be done quickly?
- Does changing the oil help the health and longevity of the car?
- Does maintaining the health of the car help me get more money when I go to sell it?
Boom. You answer those and I'm making a decision in 2 seconds.
People are busy. Their time is more important than learning about you. Creatively show them how you make them more successful, more profitable, more popular, more 'anything positive' and they are yours.
I've worked with a recruiting company recently that wanted to describe their entire recruiting process to potential accounts. How would that be helpful? Unless you somehow do it differently than every other recruiting company, stick to what is important such as how many hours you're going to give back to that hiring manager each week by scouring resumes and conducting interviews. Or how much money they won't have to put at risk, because a poor hire these days can cost a company upwards of $50,000. WOW! That'll grab their attention, wont it?
So? What should you do?
Boil it down.
If you haven't already, research what is important to your target market. What are those pieces of information they need to say 'yes' or 'no', right now and present to them their answers in a simple, yet creative way.
It behooves you to have this knowledge. It will help you become better at creating relevant content and help you better understand how to become more social, more relevant and ultimately, become that target market's trusted expert. That should be your goal.