Tuesday, May 8, 2012

All of the People, None of the Time

Sitting here in a local Gartner briefing in San Francisco, where they're describing the Marketing Investment Model. As usual, a lot of sensible information presented that is unfortunately not always followed.

One of the interesting aspects that was discussed was the typical marketing message style employed throughout the tech industry. "At [company name], we..." "We work the way you work..." "We're platform agnostic..." "Hold the pickles, hold the lettuce..." OK, I inserted that last one...but you get the point.

Many companies employ a very passive message in an attempt to put prospective buyers at ease with the promise of flexibility. This boils down to: "Don't scare away any prospective buyers; let's appeal to them all!"

What often transpires, however, is that companies fail to sufficiently entice a buyer with a clear, firm, confident, focused position bolstered with a sound approach and success stories.

When you try to be everything to everybody, you fail to be anything to anybody.

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