See Andy's other stuff:
If you want people to talk about your stuff, then you need to pick one thing to be.
Answer this: "It is the ______."
Not: "It is _____ AND ____"
A brand can’t be two things. You have to be the one.
Prius is Hybrid.
Camry is a family car, and also (sometimes) a hybrid.
Accord is a family car, and also (sometimes) a hybrid.
Prius wins. It will always by the one true hybrid.
Read these Al Ries classics (in this order): The 22 Immutable Laws of Branding, Positioning, and Focus
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I teach word of mouth marketing. My New York Times bestselling book, Word of Mouth Marketing: How Smart Companies Get People Talking, is full of practical, how-to tips on how you can get more people talking about you tomorrow. Learn how to rally fans for your business, your art, or your cause.
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I taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business. I’m a serial entrepreneur who founded and advises startups and nonprofits. And I’m a rabid purist on the topic of marketing ethics.
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I recently worked with a business to focus its strategy. This business was only small (<6 people), but had a large portfolio of products and skill sets in the IT/AV spaces. It had worked with a number of clients in many different verticals and meant something different to each one.
"We can do anything you want" is a very tough story to pitch to a new customer. How can you trust that? That sounds like, "we'll have a go at anything". Even if that's not the case, that's exactly what the potential client hears, and they don't trust it one bit.