What you do is not interesting: Say what you love
If you watch NBC’s The Office, you may have wondered, when, amidst all the shenanigans, do the good people at Dunder Mifflin’s Scranton branch get any work done. In fact, because you rarely ever see them actually do any work, you’ve probably also wondered what they do. No matter: What they do is not interesting. You watch the show for what happens outside of what they do – it tells you who they are, it tells their story. What makes them interesting is, in great part, what they love. (Just fill in the blanks.)
The same goes for your sustainable marketing. Nobody cares about what you do – everybody else is doing it. They want to know what happens outside of what you do. Because what you do for work is what you get paid for, the things you do because you love doing them make you more interesting – they express who you are, they tell your story.
The development or manufacturing of your product? Boring – every company has a production process. What services you provide and how? Boring – every company provides a service. What you helped your customer achieve? Less boring, but still not it – every company helps achieve something. Add a dimension to your narrative: tell them what you do outside your company’s processes or sales.
(You’ve surely heard the advice to sell the benefit not the feature, to sell the sizzle not the steak, to sell the hole not the drill bit. In the conflict-resolution narrative your customer had a problem, which your product helped resolve. That’s not what I’m talking about. After all, how many companies deliver the same benefit as yours?)
My favorite example: People at Rose City Mortgage Specialists don’t talk about what they do, i.e. helping people get mortgages – a ton of companies do that. Instead, they talk about their contributions to the community. They talk about their hobbies. They talk about what they do for the planet. They talk about what they love.
I love my wife, hockey, writing, mountains, trail running, good books, and traveling.
What do you love?
This commentary can be found originally at: Sustainable Marketing Blog by Peter Korchnak. Better triple bottom line.