When I crave crisps, I focus entirely on the product. Am I in the mood for Hula Hoops, Quavers, or Monster Munch? I’m not concerned with who makes them or how they’re made. My only goal is to satisfy my craving as quickly as possible.
In fact, after writing that first sentence, I did a quick Google search and learned that Hula Hoops are made by KP Snacks, while Quavers and Monster Munch are Walkers products. I didn’t know that before, nor did I care. Why? Because it wasn’t relevant to my immediate need – getting crisps. All I wanted was the result: tasty snacks in my hand.
Think about this when deciding what visitors see when they first land on your website or open your newly emailed credentials.
Let’s role-play for a moment. Who is most likely to hire you? Let’s say it’s the Marketing Director. Now, put yourself in their shoes. What problem or requirement are they facing right now? Perhaps they’re looking for a new design agency to handle the branding for a new product. In that case, when the Marketing Director opens your creds, don’t let them wade through five pages about your process, ethos, or personal backstory. Instead, they should immediately see your branding work and how you’ve successfully tackled similar projects.
You provide a specific solution. What is it? What do people expect to receive from you when your work is complete? That’s what should take centre stage in all your communications.
If the Marketing Director is wondering whether you’re the right agency to bring their product to market, show them, don’t just tell them. Demonstrate your expertise by showcasing the results of your branding work, quickly and clearly. Don’t drown them in text; instead, let your portfolio and case studies speak volumes about your capabilities.
Sorry to be blunt, but unless you’re a household-name agency that clients hire just to impress their board, no one cares about your team or individual stories. They care about what you can do for them and whether they’ll feel confident or regretful after working with you.
So, prove that you’re the right choice. Show them how amazing you are, fast – not with words, but with results.