One of the 22 Immutable Laws of Marketing is the law of focus – which reads “the most powerful concept in marketing is owning a word in the prospect’s mind”. But creating that short label requires sacrifice. When you stand for something, you necessarily don’t stand for something else.
As we wrote our new website we needed a label to sum up 20 years of experience across over 3600 diverse projects. We needed a label that was right for the times and true to us.
We did all the usual things. Looked at the competition, surveyed our associates, and talked to customers. We came up with a few concepts and tested them with our typical prospect. Finally, one client (who knows us well) said, “You guys are all about sales. Lead with that.”
Thank God for clients.
So, our label says (simply) “sales”. Our promise is an engaged, empowered and equipped sales force. That’s our focus, our heritage and, frankly, why we think we matter today.
We’re pretty sure the world doesn’t need another marketing communications agency.
Let me know if you think there a place for a sales communication agency.
