A while back, while reading David Meerman Scott’s blog post about all of the bad PR pitches he receives, one of his points struck me as very important, and one all of us who communicate, or teach others to communicate, need to remember.
I know this appears to be about PR professionals only, but stick with me as it applies to everyone.
David said that if you are going to pitch media on a story, be prepared to answer the question,
“What problems do you solve for your customer?”
That is what David wants to know when considering a pitch, and suggests we all prepare for this question.
I agree with him because if we can’t articulate what we do for our clients, how can we expect our clients, friends and referral sources to understand what problems we are prepared to solve? How can we give WOM, Word of Mouth, a voice if we don’t define that voice, or if that voice has no words to speak?
I originally wrote about this on my Facebook Page, and asked my friends and visitors what problems they think they solve for their clients. Thanks to Lindsay Griffiths, Bill Wolfe, Deb Dobson, Greg George, Gary Murphy and Rhoda Israelov for sharing their thoughts and the problems they solve with me.
Feel free to share your answers with us here. It doesn’t matter if you think of one, two or even ten. Feel free to share them as it is part of the process of figuring out the best way to present your information. In fact, you never know when someone else visiting this blog might have the problem you are solving, right?!
Go ahead and post your ideas even if you can’t quite adequately define your solutions. You will be helping others think through theirs, and perhaps others will even help you narrow down your language to identify your solutions for clients. If you think you need help, draft something below, then ask others to feel free to help you focus your language. I have some very smart people who visit on a regular basis who might just be interested in giving you their opinion! Consider this a non-threatening workshop for you with help from your peers and mentors!
This is an important exercise as you need to use this language, or some form of it, in your client communication, whether written or spoken, and especially when you are thinking about how to design your business to actually be of service to your clients.
So, my friends, what problems do you solve for your clients?