How we change what others think, feel, believe and do

| Menu | Quick | Books | Share | Search | Settings |

"Sounds Like You have a Great Company. Now if Only I Could Understand What You Do"


Guest articles > "Sounds Like You have a Great Company. Now if Only I Could Understand What You Do"


by: Robert Deigh


Comedian Lily Tomlin has a great line: "I always wanted to be somebody, but now I realize I should have been more specific."

Businesses often have a similar problem - describing themselves in terms that are too general to be memorable and effective. "We create custom software." "We're a health and wellness company." "We're financial experts." Unfortunately, these kinds of descriptions are not compelling enough
to make you stand out. Companies that don't stand out rarely beat the competition.
Here's the cure: as part of your PR strategy, create a compelling company description paragraph and a few messages that reveal not just what you are but -- much more important -- what you do to help your clients succeed.

In the examples above, you'd be more likely to hire companies that describe themselves this way: "We are a technology company that helps organizations save 25% in design and manufacturing costs." "We help busy individuals and families lead healthier and more energetic lives through common-sense exercise and nutrition." "We show people step-by-step how to save realistically for their future while enjoying the present."

Now create five or six very specific messages that support your overall description. Put those messages into all of your formal and informal communication (marketing and press materials, website, presentations, paid advertising, sales kit, elevator speech and even your on-hold phone greeting).

Practice using your messages at every opportunity. Whether you have four employees or 40,000, the ability of every member of your team to speak in a unified voice, using the right messages, is a very powerful, competitive tool.

Enjoy the Holidays. May 2015 bring you happiness, success and great press.


Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at He can be reached via email at, or by phone at 703-503-9321.

Contributor: Robert Deigh

Published here on: 21-Dec-14

Classification: Sales



Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |



Please help and share:


Quick links


* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design


* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower


+ Principles


* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values


* Alphabetic list
* Theory types


Guest Articles


| Home | Top | Menu | Quick Links |

© Changing Works 2002-
Massive Content — Maximum Speed