Capabilities Don’t Count.

Much of what passes for marketing is just presenting capabilities. Here are the machines we have. Here are the services we provide. It’s like putting the measurements of all the Miss America contestants into a spreadsheet. Everyone looks pretty much the same…and it’s a boring read. But marketing is the swimsuit competition. It’s the talent portion of the show. It’s answering the “why us” question with a bang. Prospects need to know what you’re capable of. But more than that, they need to know how you’ll make life easier in ways your competition can’t or won’t. So hand your brand a swimsuit and a ukulele — and give people a reason to choose you.