No, we’re not talking to-do lists. Those are important. Particularly in our line of work. Our to-do lists are never-ending! We’re talking lists in your marketing.
The construction and professional services sectors seem obsessed with lists. Lists of projects, lists of designs, lists of services, lists of pretty much anything you can think of. At some point, you can almost guarantee someone will have written a list and put it in a brochure, on a website or piece of marketing, and assumed that’s the job done.
You’ve written a list of every service you can think of. Surely that’s all people need to know, right? Stick it on a banner at a conference and the work will roll in?
Not necessarily. When was the last time you saw an advert run by Cadbury that went along the following lines:
“We are one of the finest chocolate brands in the world. Among our products are:
- Dairy Milk
- Freddo Frog”
We’re pretty sure you haven’t seen that advert.
Because nobody wants to buy all those things at the same time. And yet here we are, confronted with lists at every turn. (Edit – I have subsequently been told that one of my colleagues would in fact buy all the above items at the same time, however, that doesn’t change the underlying point.)
Of course the chocolate example is an extreme one, but the point is, if you want to sell more than one thing, try to be a little more imaginative about the way in which it’s sold than making a list and putting it on a banner / advert / website etc. Ask yourself the “so what” question.
Say for example, you provide services in PFI, Commercial Building, Residential New Build and Hospitals. If you put that list on the website or similar, what are you trying to tell the prospect (potential client)? Do you provide toilet rolls to hospitals? Do you build bespoke villas for millionaires or generic boxes in Basildon (sorry Basildon!)? Are your commercial buildings amazing shared working spaces or are they functional and cost efficient warehousing projects? Think not what it is you’re selling, but what is the benefit the end user will receive?
The “So what” question can be applied to so many things.
Make sure that your marketing has a reason and a purpose, and it’ll start working far harder for you.
As the great Bob Hacker once said, “The prospect doesn’t give a damn about you, your company or your product. All that matters is, ‘What’s in it for me?'”. This is a point many in the built environment would do well to remember. You may well think your project, product, service or skill is ‘unique’. The prospect just wants to know how it will make them rich(er) and you need to get to that point quickly and clearly.
Lists and bullet points aren’t always a complete no-go, but do consider if it’s always the best way to get your precise message out to your prospect.
Good luck, and if you need any help identifying where you’ve missed the opportunity to ask, “so what”, get in touch today.