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It happened again today.
I was directed to the website of a small business, and once again, saw the dreaded laundry list.
We do this. And this. And this. And this. And this. And, oh, also that. Here's the whole list of keywords, in fact.
 Branding by bullet point. Really bad idea.
Why do companies do this? I think one reason is that they don't want to miss any potential business. Therefore, they feel compelled, on websites, on collateral, and in presentations, to list off every conceivable thing they do. In a live presentation, it's one of the quickest ways to start the audience on a business nap.
The effect? The company that claims to do everything is doomed to be remembered for nothing. Plus, credibility is instantly lost, as savvy potential clients know that no-one does everything well.
The answer? Distill your capabilities down to a single, distinguishing message. Sure, you may do six things - but what is the one thing that you are best known for? What is the flag that you wave highest over the marketplace of your competition? What makes your company unique? Focus on that, sell on that, and leave the list of capabilities as a minor sub-point.
Speaking of naps, let's say you're having trouble sleeping and need a new bed. Will you be more inclined to reach out to Sleepy's (tagline: The Mattress Professionals. Advertising jingle: Trust Sleepy's - for the rest of your life), or to Vinny's Home Furnishing Outlet (tagline: Whatever - it's here. Advertising jingle: Vinny, Vinny, we got the skinny). You can just imagine the endless list of "whatever" at Vinny's - but you know that at Sleepy's, they're talking about what you're thinking about - sleep.
Now maybe Sleepy's, or your business, has some other things to offer besides the main front-and-center offering. But people will be more inclined to consider those bullet points once they're feeling like you have the one thing they need.
One of my business partners had a website that contained the usual list. But there was one section that really stood out - deep client-side experience. I encouraged them to center their message around "we've walked in your shoes," rather than the list of "stuff we can do." Competitors claimed to do all the same stuff. But they didn't have the distinguishing element of practical experience on the client side of the fence.
You can be quite NON-memorable by saying too much. But you can stand out by saying one thing well.
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Comments
It is often taught that a brand is a list of bullets that people associate with a company image. For example Coca Cola (refreshing, real, beverage, tastes good, red, soda...). So I think a lot of marketers and branders tend to think that this is the formula for marketing or banding a company, but your point is valid -- these associations have to be created more discretely and less explicitly.
Posted by: Levon | 09.12.08
Steve,
I hate to, your a smart guy, but I disagree with you. On a web site, potential customers are scanning for needs. They aren't reading. We have about 3 - 5 seconds to get their attention. Bullet points work, and my clients (and I) all get business because of our bullet points. Not because of a single message.
Posted by: Lewis Green | 09.12.08
Steve,
I should have mentioned, that I agree, we should include a brand message. But we don't build web sites to build brand, we build them to grow our business. There are far better tools than web sites for building brand image.
Posted by: Lewis Green | 09.12.08
@levon @lewis - I do believe that bullet point lists have their place. But it must be subordinate in my mind. Grabbing attention and getting people's minds attached and emotions engaged involves a condensed, punchy, "sticky" approached. Lists can come later.
Bullet points give me the particulars of the "what." But first, I want to know "who" and "why." The what, IMHO, can often be considered a commodity.
Posted by: Steve Woodruff | 09.12.08
I agree that bullet points have their place. Haven't you ever met someone who says to you, "I didn't know you do that!"
I agree that it shouldn't be the first message you see, but once a customer drills down, the "laundry list" helps them identify whether a company/consultant can be of service to them. If what they look for isn't there, they may doubt that it is something a company can handle well.
Posted by: Elaine Fogel | 09.12.08
"Branding by bullet point. Really bad idea."
You may consider trademarking that phrase, if it isn't already. I love the exposition.
Posted by: Cam Beck | 09.12.08
If a company mentions already what they do, is much better than companies where you have to go to "About us" in order to understand what might be their business.
How many companies have a home page on their website that looks splendid (even with Flash animation) but you just don't know what they do.
Having a "Laundry list" is still better than a tag line without substance.
And Google can handle a "Laundry list" too.
Of course a shorter bullet list has more chances to be remembered or being read.
Posted by: Engago Team | 09.14.08