Clarity is essential to telling your story and making your brand easy to buy. Chances are pretty good you have more than one product or service to offer, so how can you distill what you do down to one simple idea? Let’s look at an organization that does this exceedingly well.
Just One Thing
charity:water uses effective messaging that spells out quickly and clearly what they do. It’s easy to understand why it’s important and how to get involved.
Take a look at charity:water’s about page. The first thing you see is their mission statement. It’s blunt, bold and concise—less than 20 words and you know exactly what charity:water does. Looking at this page, you can instantly understand why they exist, what they do, who they serve and why it’s important. Scroll down and you find paths to follow further into the details.
Many nonprofits and businesses are in the trenches doing the work. They know all the details of what they do, so when the time comes to focus on marketing they have way too much information to share with their donors or customers. To anybody just learning about your organization, too much detail is confusing. Successful marketing is crystal clear and focuses on one thing.
Among the many causes, projects, services or products your organization offers, which one do you choose? The clearest one. What one thing is easy for people to get involved with? What one thing is easy to grasp as extremely important? You probably have more than one big thing and it’s hard to narrow it down because you know how important all of them are, but keep in mind that more than one will confuse your audience. One thing is easy to support. One thing is easy to get involved in. One thing is easy to understand. And one thing is just the beginning. It’s the gateway through which people enter into your organization. Over time your supporters and customers will discover you do more awesome things. “I see you bought gardening gloves,” you can eventually tell a customer. “Did you know we sell seeds, too?” Think of it as spoon feeding instead of opening up the firehose.
Once somebody is highly engaged with your organization, involved in multiple causes or buying a variety of products and services, your one big thing will make them a more effective evangelist because they can tell their friends, concisely and simply, what you do, why it’s important and how to get involved.
The Big Guys
If you look at huge companies like General Electric or Coca-Cola, you know they do a thousand things. If you’re running a $100 billion company, you’re probably not reading this blog. Once you’re that big, you handle marketing differently. Ask the CEO of a multi-billion-dollar company anything about marketing. They’ll likely tell you about the consulting firm they keep on a million-dollar retainer to handle it.
But even though you know Coke sells chips and water and a huge variety of products, the one big thing rule still applies. Each department might have its one thing. Each major division has its singular focus. No matter the size of the company, the principal is the same: focus on one thing.
Ironically, the bigger a company the more likely they’ve figured out how to focus on one thing. This is because growing that large in the first place requires this kind of clarity. Walmart sells a million things from thousands of warehouses and it still managed to narrow down what it does to a two-word slogan: better living. Compassion International operates worldwide with enormous impact but boils everything down to one thing: sponsor a child for $38 a month.
Find Your One Thing
You can do a lot of things, you just can’t lead with them all publicly. You can start the process of figuring out what to lead with by making a list of everything you do. Work on narrowing it down to your one thing by asking what will your leads online find easy to understand and easy to engage with. This is an ongoing process requiring a lot of thought and it will take time. Be patient.
Once you have your message distilled to your one big thing, test out your messaging publicly, measure the results and try again. You will probably be honing this message for some time before you land on what really grabs people.