Recently I was reading an article about the importance of marketing messages and the author made reference to this statement from Albert Einstein: “If you cannot explain it simply, you don’t understand it well enough.” If you don’t understand your business, how can others be expected to do so?
Old Albert knew his way around an equation for sure but it sounds like he was also well aware of other aspects of life.
For we who are involved with marketing – and that is just about everyone, in one way or another – it is important to take the time to prepare your own marketing message. As Einstein suggests, it needs to be simply stated. You may only get one chance to relate it to a potential client or business associate who can refer you to clients.
John Jantsch, marketing guru and author of many great business books, including “Duct Tape Marketing”, refers to this part of your marketing message as a “Talking Logo”. He describes the importance of it as “…a short statement that quickly communicates your firm’s position and forces the listener to know more”. I like what John has to say. He himself makes his many useful messages simple but meaningful.
My Talking Logo is: “I help independent P&C agents get the appropriate markets for their specific needs. I help them make more money.” I hope it passes the “Einstein test”.