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Vendors: Please Speak Human

It may well qualify as the worst company summary I’ve ever seen on a website:

“We partner with our clients to foster life science innovations and drive full potential of health technologies to ensure patient access to life saving medicines by identifying transformative opportunities, addressing critical challenges, and developing actionable strategies to deliver long-lasting performance in a rapidly evolving market.”

Uhmmmm…..what???

If you want your potential customers – or anyone else, for that matter – to understand what you do and who you do it for, then you’ve got to get rid of the jargon and speak human.

You have about 10 seconds in a meeting, a presentation, at a trade show, or on a website, to get your point across. Otherwise, you’re noise.

Without succinct clarity up-front, you lose your audience. That’s some serious opportunity cost.

In my pharmaceutical consulting practice, my most successful “matchmaking” efforts between vendors and training clients occur with those provider companies that are willing to speak human. I spend time helping my partners gain marketing clarity so that they can focus their efforts intelligently – and, so that I can make well-targeted referrals.

You want to employ words that work for you, not against you.

My friend (and Impactiviti partner) Patricia Scott serves as a great example here (she’d better, since she teaches communication!). Check out how clear, focused, and compelling her home page is, giving the value proposition of her company Uhmms.

If you need help with your Clarity – that’s why I’m here. I’ll eventually write the book on it. In the meantime, let’s get your company speaking human. Trust me – clear communications fuels your sales and referrals. Noise is…well, noise.

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