Archive for May 2010

The next few posts will have a bit of a theme to them and is partly based on some content from my sales / marketing workshops. The theme is “Make it easy for people…” This blog is inspired by an email that arrived this morning. It’s a follow up email to a trade show I attended a couple of weeks ago. I don’t recall speaking to the company in question, so chances are this is a broadcast email to a portion of the delegate list. I’ve removed the company name, but otherwise this is verbatim:

“We provide powerful semantic content analytics solutions for web properties and unstructured stores of content. Organisations are using our technology to deliver faceted search and discovery based on entities, concepts and associated sentiments; driving monetization of their content, boosting audience engagement and allowing information to be repurposed.

To find out more about XXX, click here”

Now I think this is something to do with the web and finding information. But other than that it’s pretty much all gibberish.¬† How easy does their email read? How easy is it to work out what they do? Or the value of what this organisation does related to my business? (They are even making up words like “repurposed” – what does that mean? Could be a whole separate blog of its own)

I don’t think I could have made up anything better than this to illustrate my point. I’m sure¬† you would agree, this organisation is making it hard – right from the beginning – for me to understand and engage with them.

So, I wont. I don’t have time. They are making it way too hard for me. I want compaines to offer me solutions, not additional problems. If it wasn’t for the fact that I could use this email to illustrate my blog, it would have been deleted in under 2 seconds.

So, first rule of sales / marketing: Make it easy for people to understand what you do.

Sounds obvious doesn’t it? When communicating with potential customers, avoid jargon, abbreviations, sounding clever, long winded sentances etc. Keep it simple. Keep it short. If you can’t do this, get a copy writer who can.

I don’t really care how you do it, just do it. Make it easy for me…