5 Cliches to Help Your Company

When working with a company to create their Message, Voice, and Tone, I utilize an unlikely tool: 5 cliché questions from job interviews. While the questions may be clichés–and often misused in interviews–they still provide a simple way for companies (and people) to think about who they are and what they want to accomplish.

Who Are You: The Tone

At some point in this process you’re going to say “Wait a minute. We’re dealing with a global market. We can’t talk to everyone in the world the same way!” That’s where the Tone comes in. You take your Message, and your Voice, and you adapt it to fit the culture and market. While you may say the same thing to your mother and your daughter, you say them differently. That’s Tone.

Who Are You: The Voice

Voice is where you really start defining your company as a “personality”. Are you “young and exciting” or “wise and well-established”? Are you “Calm and reassuring” or a “daring risk taker”? If your company was a person, who would that person be?

Who Are You: The Message

 As I said yesterday, explaining who you are involves 3 aspects: Message, Voice, and Tone. The Message is “what you say”. This is the primary focus of your marketing–who you are, why your product is good, etc. So Billy’s Burgers will focus on “Amish-raised American beef, homemade buns, and Grandpa’s secret BBQ sauce”, while Smith, […]

Who Are You?

It’s a simple question–but one that many companies aren’t able to answer. Who, Not What When presented with the question “Who are you?” companies((or, to be more specific, their staff)) will respond with comments about their product.  Maybe they’ll talk about their location or their place in the market.  That’s not who they are, that’s what […]

One Plus Three

Answering questions in front of the press is tricky. But there’s a good rule of thumb to help you stay focused and quotable: One Plus Three

Press Kit sample page

Meet the Press

Your biggest ally–or greatest enemy–will be the press. The press has the power to raise you up or bring you down, so it’s important to behave in a way that makes them like you. Not coincidentally, the same behavior is what gets the public to like you, too. A Press Kit is one way to start things off on your terms.