“If you sell a product … maybe industrial, harsh, even a little ugly, and your newsletters talk about how avant-garde it is and its exceptional performances etc., hoping to make yourself unique in the eyes of your audience, you will go little way ”
This is exactly what I said to the owner of a company, who was about to throw in the trash a much more valuable asset than those boring weekly communications.
In his office he kept – as a souvenir – in a drawer, some invoices issued in the 70s by his company, then managed by his grandfather.
You know the ones that were printed with needles and sent in a sealed envelope complete with a stamp? An heirloom in itself.
But the beauty is in something else…
Each invoice had the logo, the date, the progressive number, the description, the amount (in lire), the bank details and… a twist:
a motivational quote!
Yes, you read that right.
When I saw them I rolled my eyes.
Every month a new quote: ironic, very serious, about life, work, family, love.
Unthinkable today, where invoices are issued by inanimate software and predefined fonts.
On the other hand, it is an invoice, you will say.
And yet: how not to be struck, pleasantly fascinated, almost dumbfounded, in front of an invoice that every month brings a thought that reflects the company philosophy and that is transmitted together with the bill to pay, making it almost romantic? (I said almost).
This company with cold and insensitive machinery – undoubtedly better than others – has an ace up its sleeve to play in communicating with its customers and prospects that many others have (even yours) but few take advantage of: its history.
Your products may have many things in common with the competition, but your past is unique and full of anecdotes that will thrill your customers more than any other amazing technology and that will express the passion you work with.
Instead of telling the last feature of your product that any customer can get to know by consulting a white paper, tell them about yourself, your story, the little great attention you have reserved for customers over the years.
The pool of information you have is certainly huge, but turning it into exciting communication may not be so immediate – I’m aware of that.
This is why we are there to help you.
You will get new customers, and you will retain existing ones.
It’s guaranteed, check us out with a strategy session: