be more apt to say you are America’s
original marine
service contract company
—a much more powerful position to boat owners who want their service contract
provider around two years from now, when the lower
unit on their boat engine
blows up.
They will make your “word of elevator” more effective. Employees can be
effective marketers just riding up the elevator—particularly if they have
something powerful to say about your company.
The reverse, unfortunately, also
is true: Employees can hurt you if they do not know what makes your company
special. When someone asks your uncertain
employee about your company, and
the employee gives a vague reply, the person often will interpret that response as
indifference—and no one wants a service company with indifferent employees.
They can rally your troops. A message
that conveys what makes your
company special also can make employees feel special, simply by being part of
your company.
They will get your marketing communications— and the people who create
them—working as one.A clear position and focus gives everyone marching
orders. The people behind your direct marketing, telemarketing, and
advertising will know what to emphasize. People exposed to your message will
see a common face and hear a common tune. They will learn exactly who you
are.
