Laura Foley, graphic designer (and PowerPoint expert) who attended CFC in Denver, recently had what she calls a “slap in the forehead moment.”
While telling clients and prospects about her new Cheating Death by PowerPoint suite of services, she discovered that many people were unaware that she is a PowerPoint specialist. Additionally, she realized that many of her PowerPoint clients didn't know that she’s a graphic designer.
In her latest newsletter, Laura takes an eye-opening look into what she actually does:
Does your company do something that you don't publicize because you believe everybody knows about it already? Try making a list of all the products and services you provide. Then compare it to what you're telling your customers. Surprised? I sure was. Because here's what I generally tell people:
"I'm a graphic designer."
Now here's a list of what I actually do for my clients:
• Develop corporate identity systems, including logo design and creation of brand standards and style guides
• Design marketing materials such as brochures, folders, sales sheets, stationery
• Design Web sites and HTML emails
• Design eBooks for the Kindle, iPad, and smartphones
• Create interactive PDF files
• Conduct PowerPoint workshops, tutorials, and overhauls
• Write text, copy edit, and proofread marketing materials, newsletters, and blogs
• Act as a graphic design and marketing consultant
• Create unique Twitter backgrounds
• Customize online newsletter templates for services like Constant Contact and MailChimp
• Create custom Word templates for letterheads, newsletters, forms, etc.
• Retouch photographs and create photo collages
• Design packaging
• Create informational graphics, such as charts, process maps, step-by-step instructions with illustrations, and timelines
• Draw cartoons
That kind of fleshes out my self-description, don't you think?
Hopefully, you'll reach the same conclusion that I did when you conduct this exercise: You need to focus your marketing on what you actually do for your clients, rather than what you think you do!
Thanks to Marcia Yudkin's Marketing Minute newsletter… Her recent article "Oh, You Do That?" helped me to realize that my marketing wasn't telling the whole story about my business, as described above.
Give this exercise a try, and let us know what you come up with.