Skills that pay the bills.

One of the most important attributes a business can have is clarity of purpose.

It’s is a fancy way of saying ‘this is precisely what we do’ or ‘we believe in this exact thing’. Sometimes that’s an easy sell, specifically when the business in question operates in a niche market. More often than not it’s a problem that requires creativity and experience to solve.

Many organisations are complex, multi-layered and drowning in acronyms that put customers off. Nebulous services and aspirational based offerings can be the trickiest.

 

How do we deal with this?

Our industry is no exception. Trying to explain to somebody what we do for a living can be a challenge. How do we do it without baffling the client, overloading them with information or boring them to death?

The worst answer you’ll ever hear to the question “What do you guys do?” is “We’re a full service agency” or “Award-winning integrated marketeers!” It’s meaningless and tedious.

Our solution? We set about practicing what we preach and developed our own ‘3C’ approach. Unsurprisingly there are three steps and we simply tailor the explanation as appropriate.

 

The three C’s.

The principle is simple and engaging. We start with a top-line summary and demote the detail as we go. For the record, we rarely get to step three. Should anyone actually ever insist we regurgitate the full list verbatim you won’t see us for dust.

 

1. CATCHLINE

Question: “What type of business are you?” or “What do you do for a living?”
Answer: “We’re an advertising agency that provides a wide range of creative and technical services to businesses in Yorkshire.”

2. CATEGORY

Question: “Which services do you provide?” or “What does the involve?”
Answer: “There are seven key areas that may benefit your company; Advertising, creative, design, digital, marketing, production and strategy.”

3. CATALOGUE

Question: “Which production services do you specialise in?” or “What kind of design do you offer?”
Answer: Pick selectively from the A-Z list of services below!

 

The A-Z of creative and technical services.

A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

Advertising, Apps, Animation, APIs, Analytics
Branding, Brochures, Blogs, Broadcasting
Cloud, Content, Comms, Copywriting, CMS, CGI
Data, Design, Digital, Decks, Documentaries, Direct-Mail
Email, Editing, Effects, Events, Exhibitions, eCommerce
Frontend, Flash, Flyers
Graphics, Green-screen, Guides
How-to’s, Hashtags, Homepages, Help-desks, Hardware
Ideas, Influencers, Illustrations, Inbound, Interactivity
JavaScript, Java, JQuery
Keying, Kinetics, Keywords
Logos, Leadership, Localisation, Lists, Livery
Marketing, Media, Mobile, Music, Merchandising
Networking, Negotiating, Newsletters
Online, Optimisation, Outreach
Printing, PR, POS, PPC, Packaging, Photography
QR-Codes, QA, Questionnaires
Radio, Re-touching, Re-targeting, Reporting, ROI
SEO, SEM, Social, Software, Strategy, Security, SaaS, Signage
TV, Talent, Typography, Teasers, Tactics, Targeting
UX, UI, UGC, Unit-testing, Usability
Video, Viral, Virtual, Vectors, VPNs, Voiceovers
Websites, Webcasts, Workflows, WOM, WooCommerce
Xero, XServer, XTheme, XML
Youtubing
Zend, Zero-Costers, Zoning

 

Let us know if we missed something or we can help you develop your own unique system.
By the way, you are welcome to borrow our solution… It works!

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