Today’s unsolicited advice.
Posting “We’re proud to announce…” is a widespread practice. But do people really care about loud announcements on social media or trophies they’ve won? Very, very little. In reality, people don’t favor proud companies; they seek out helpful ones.
Of course, the temptation to celebrate ourselves is strong; we did it ourselves when we won the Mediastar Award last year. The result? A chorus of “Bravo!” and pats on the back that only boosted our egos. Nothing more.
If you want a company to stop and read you, you have to break the mirror.
Here’s how.
The mistake to avoid: the “Me, Myself, and Myself” post
There are many good presenters out there, but you’re not one of them! It’s not wrong to be proud of your work. It’s pointless to communicate it without translating it into value for the reader.
Apply the “So what?” rule
Take your success and run it through this filter: “So what? What does my client do with this information?”
- If you’ve developed a new technology: Don’t turn this growth into a cute post for your Instagram. Explain that thanks to that technology, your clients saved X amount of time and increased their revenue.
- If you’ve won a design award: Don’t be vain; don’t just celebrate the product and design that won you the award. Talk about how that product or design can improve your customers’ experience.
- If you’ve improved a service: Don’t celebrate your new website. Take a cue from us: we transformed a cold newsletter into a Family Club, and boom: 35% more people read and trust it.
Practical advice
- Offer your method: if you’ve solved a production problem, explain how. Generosity is the most powerful magnet for new customers.
- Kill the adjectives: “Industry leader,” “Innovative,” “Cutting-edge” are dead words. Use facts. Don’t say you’re innovative; show the Alibi Hanger you’ve created to stop making excuses.
- Be human: an admission of guilt or the story of a resolved error are worth more than a thousand press reviews. Honesty creates a connection that glossy paper can only dream of.
The beauty of communication is generosity.
Stop saying, “Look how good I am,” and start saying, “Here’s what I learned and how it can help you.” At that moment, you stop being a door-knocking vendor and become the consultant everyone has been waiting for.
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