By Alan Graner
One of the most famous ads of all time came from McGraw-Hill. It featured a bespectacled man in a brown suit sitting in a chair staring into the camera. The copy read:
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now, what was it you wanted to sell me?”
If you’re a new company offering a software game for $25, I might take a chance because there’s not much risk.
However, if you offer a complex software program that costs $250,000 and requires integrating new hardware into my network, extensive IT and departmental training plus a shake-out period to eliminate bugs—and I’ve never heard of your company—you better be damn convincing.
You better offer reputable testimonials from people I respect, proven performance and sales to companies I know, and then maybe—maybe—I’ll consider it.
How do you convince me? Let me count the ways
If you want my business, convince me:
- You can deliver what you say you can.
- Your product will work the way you claim.
- The benefits I’ll receive meet or exceed your promises.
- Your technicians and repair people are available when I need them.
- Your deliveries will be on time.
- Your customer service acts like I’m their only customer.
- You’ll still be in business next year.
Convince me I’ll be better off with you than without you, that you will help my company:
- Improve productivity
- Lower costs
- Improve profits
- Provide better customer service
- Maintain a competitive edge
- Enjoy peace of mind
…and I might give you a shot.
Otherwise, you better be IBM.
If you’re relatively unknown, how do you get prospects to hire you?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.