Countless companies devote pages of web material to boast of themselves and use big, impressive words to speak to their expertise. In many cases, they are missing the point.
Depicting your knowledge and expertise might help you feel better about yourself and it might even inspire confidence in others but it’s not that strategic unless you follow it up with concrete examples of how it will ultimately benefit me. You really have to spell it out.
Axialent does this well by providing an overview of what it identifies as solutions and breaks down the services that it provides to arrive at those solutions. It’s a simple snapshot that quickly and effectively identifies the “what’s in it for me.”
Start by being objective
Part of the problem in not effectively communicating to your audience is a lack of objectivity. An employee who is deeply involved in a project or product will have a hard time explaining it in a way that makes sense to the average person or further inspire that person to actually care. That’s where a good communications firm or person comes in. They have more distance and objectivity to quickly identify what will capture the audience and how that audience will receive your message. I know a lot of people think that anyone can essentially do communications and I have seen many examples that prove this theory wrong. When you lose your objectivity, you take things for granted and assume too much. I can’t stress it enough: It’s not about you, it’s about me. What can you do for me and what should make me believe you? LinkedIn responds to the latter by offering opportunities for clients and colleagues to recommend or endorse your experience. Online testimonials are another effective way. So, go ahead and boast but don’t forget about me.
