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Your Company’s Message

December 12, 2009

Have you defined the “message” you are trying to communicate to your clients?  If you have, then great – that’s half the battle.  Next question is: when was the last time you re-evaluated the message?

Focusing on the content of your message, how you are communicating it, and frequently revisiting its effectiveness is commonly overlooked in today’s business environment.

At Status Not Quo, we encounter this every time we are discussing a company’s web presence.  It involves evaluating whether the message is clear, appropriate, focused, and current.  I can’t overemphasize the importance of re-evaluation.  Listening to your clients, sales prospects, and even vendors is one of the best methods for evaluating.  Do they view your products and services the same way you do?  More often than not the answer is unfortunately “No”. 

This is a challenge which SNQ faces.  At our core, we’re a software programming company.  However, our “niche” and our competitive advantage over other technology firms is when you combine the strategic side – operations and finance, with high complexity technical projects.  As you can see, that’s a mouthful.  Do prospective clients understand that when visiting our website for the first time?  Sometimes, but I certainly don’t think that’s the case all the time.  Honestly, it’s a work in process for us as well – particularly as our company evolves.

I encourage companies to really “hear” the feedback.  This can also be accomplished by listening to the responses and actually seeing the body language of people when you give your 20 second “elevator speech” to someone you’ve just met.  Did they get it the first time, or did you need to re-explain your message several times, and from several different angles before you felt you had a connection?  Your having a clear vision of your offering is the first step in having your clients understand it as well.


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