Let's assume that your press release gets picked up by several outlets. It's a great opportunity to increase your company's visibility. So what do you say in your 15-word introduction? "XYZ, a ___ __ ___ ___ __ ___ ___ __ ___ ___ ___ __, announced today..." Would that resonate with your prospects?

Another scenario: One of your happier clients is at a barbecue listening to another guest describe a business challenge that sounds like the one you just solved for her. What easy-to-remember message have you provided your client to use in a situation like that?

Or let's assume you decide to sponsor an NPR program, and you draft a 10- or 15-second message to be read. What do you say? "All Things Considered is sponsored by XYZ. ___ __ ___ ___ __ ___ ___ __ ___ ___ ___ __ at XYZ.com" Is what you say clear and succinct enough that your prospects can absorb it while driving?

If people started with those scenarios in mind when they crafted their short company description, they would craft more concise and more memorable descriptions.

Now, as a B2B company, you may never advertise on NPR (though some do), but distilling your company description to its essence—as if you were—is a powerful goal. It will force you to jettison the jargon and superlatives. And your message will resonate all the more with prospects.

An Anatomy of a Company's Messaging

Here are two versions of Constant Contact's NPR sponsorship statement:

  • 10 seconds: Constant Contact, dedicated to helping small businesses and nonprofits build strong customer relationships with email marketing. Constant Contact dot com.
  • 15 seconds: Constant Contact, dedicated to helping small businesses and nonprofits build strong customer relationships with email marketing and online surveys. Constant Contact dot com.

Those versions total 20 and 23 words, respectively, or 14 and 17 words, respectively, if you exclude the company name and "dot com."

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ABOUT THE AUTHOR
Kathryn Roy is managing partner of Precision Thinking (www.precisionthinking.com), a consulting firm helping B2B technology companies boost the effectiveness of their marketing and sales organizations. Reach her via Kathryn@precisionthinking.com or Twitter (@karoy1).