You know the story about the shoe cobbler's child who walks around with no shoes? Well, I guess I'm barefoot.
I met with two people yesterday, one in person and one by phone, both for the first time. After they had searched information about us on the internet, and found us with a significant web presence, they both asked the same question:
"So tell me, what is it that you and your firm really do? On what do you concentrate your efforts?"
We have a web site for our consulting group.
We have a landing page for my professional speaking.
We have a blog.
We have a Linked-In site.
We have a Twitter feed.
We blog regularly on Retail Wire.
We have a Flickr page.
We have a Squidoo page.
We review books on Amazon.
With all of this, our message is still not clear as to what the focus of our business is. Some companies that get this response would ask the question, "how can people not get this?" Instead I have to ask the question, "how can we better communicate what we do, and make it more clear."
This is our failing, not the failing of our community.
This is what I love about marketing. No matter what you do, and no matter how well you can execute, you can always do better. You can always make the message clearer, more compelling, more meaningful, with more impact.
Time to work on a better pair of shoes.