I’ve been writing this column now for going on three years and the material just never stops. One of my most valued collaborators is Allan Starr, a long time marketing expert who has operated his Marketing Partners firm (www.marketingpartnersaz.com) in Phoenix since 1976.
What I like about Allan is what I like about most people on my source list, a no nonsense, effective approach to marketing and public relations for small businesses that gets results. In a recent blog Starr comes up with more ideas about how to develop effective communications.
Starr writes that when developing a position statement for your business do it in 20 or fewer words. The statement should, in a succinct way, clearly define what it is your company does and it should be directed at targeted customers. Written or spoken statements must be clear, simple and must explain how your mission, your products and/or services are unique.
This is a problem I ran into frequently when I was a full-time marketing rep and one of the main reasons who I share the Examiner.com columns for small businesses. “The problem is that too many of these position statements contain so many details and superlatives that the listener or reader becomes bored, confused or simply loses interest before getting to its ending,” writes Starr.
“Your position statement should entice a prospect, perhaps making them want to know more,” notes Starr. “Ideally your statement should leave a prospect with a question or two about what it is you actually do and this presents an opportunity for follow up.”