Keeping the Main Thing the Main Thing

You know your business. Your employees know your business (hopefully). Does your audience know your business? Do they know what you actually provide?

Organizations know far more about themselves than their audiences ever will, and that makes it very easy to overcommunicate or use confusing marketing language that only tells part of your story. Most companies tend to treat every external message as an opportunity to go into tons of detail about every service line, product, or anything else that’s “relevant” to the consumer. Mission statements become paragraphs, social posts become novels, and suddenly your engagement suffers because your audience has to sift through too much information to find what they’re looking for.

Generally, this comes from a good place - but when everything is important, nothing is. What IS important though, is making sure that your “main thing” isn’t lost in the noise. 

So what IS your main thing? Your main thing should be the distinction between what you do, and what you want to be known for. It’s as simple as the answer to this question: “What is the one thing we want someone to understand about us, even if they remember nothing else?”

Once you know your main thing - and you probably already know it - make sure that’s the number one priority in all of your messaging and communications. New products are great, new hires are exciting, and new events are fun - but if you try to communicate all three at once, you’ll start to lose your main thing in the rest of the message. 

Your main thing is important enough to stand next to those big announcements and live alongside the small details in a social media post. Don’t lose your main thing - it’s what makes you who you are, and what brings clients back again and again.