You don’t have to tell the whole story every time

Clients have a tendency to want to tell everything about their businesses all at once. I get why they would display this kind of enthusiasm; it’s the reason they started their enterprises in the first place.

So trifold brochures become 24-page magazines, and one-minute videos turn into half-hour documentaries.

But here’s the thing. When it comes to marketing, more isn’t necessarily better. Think back to when you were dating. What would happen if you told your life story over that first cup of coffee? Chances are you’d be drinking that second cup alone.

Have you ever read a teaser ad on social media that entices you to click on a link for more info? And then they want you to watch a really long PowerPoint? If you’re like me, you can’t bail out fast enough. Not only do I have, in the words of Paul Simon, a “short little span of attention,” but I’m just not ready for that level of commitment.

Rather than risk annoying your prospects, think about the goal(s) of a typical intro piece:

  • Create awareness
  • Generate interest
  • Start a conversation
  • Open a door
  • Increase website traffic

Later, once they’ve decided you’re worth a second date, you’ll have a chance to tell them “the rest of the story.” And maybe even seal the deal.

Contact Brian Rouff to learn more about how tell a story quickly.

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