Same Old Story

Dear Doctor,

I’m the marketing director at a 30-year-old engineering firm, and our messaging sounds old and tired–because it is. We have great projects, but the way that we talk about our firm doesn’t match the caliber of our work and our core values. How can we communicate more clearly and win more work?

— Same Old Story

My dear Same Old Story, I really do feel for you. The way the Doctor sees it, your communications are almost like being on a Zoom call where you’re talking with the mute button on. You can shout and gesture all you want, but no one’s going to hear you (and even if they did, you have nothing new to say, so it’s just as well). But it’s frustrating, right? You’re just not getting your point across no matter how hard you try. Well, we’ve all been there, done that. 

Starting at the top, Same—’cause the Doctor likes a good View from the Top—let’s address the elephant in the room (and no, I don’t mean the giant model of that new skyscraper that’s taking up space in the middle of your studio). The thing is, you-me-your colleagues-anybody, we all communicate all the time—think of all those never-ending emails, social media posts, proposals, phone calls and looooong Zoom meetings. Or, crazy thought, you’re also communicating when you’re talking to someone across the table. 

Thankfully, this is your lucky day! The Doctor is here to help you craft your message and make it memorable. Let’s walk through it step by step. The first thing you must do is figure out who your firm is. I know, I know, you’re thinking, “But Doctor, we know who we are!” But do you really know? Sure, you might be communicating in earnest (and hopefully you are!), but are you really saying anything that makes you stand out from your competitors? Is it authentic to your firm? Does it represent your goals? As Lily Tomlin put it, “I’ve always wanted to be somebody, but I see now I should have been more specific.” So true, Lily.

As you know, Same, the world can be a brutal place. So, the little trick here is to differentiate your firm not just by the services that you provide, and your experience, but also your knowledge and your value. Those are the things that make you unique. In other words, you’re not selling projects or infrastructure or building systems. You’re selling solutions to problems, making dreams come to life, and delivering outcomes. 

It’s about you and it’s not about you. What do I mean? Well, you have to know your audience and your clients’ needs. For instance, you can talk all the time about what’s important to your firm—and many people do communicate that way—but the Doctor does not recommend it. But if you want to be smart about it, then you want to know and speak to the issues that your clients care about. For example, what keeps them up at night (besides that looming project deadline)? Make sure you explain how you can address their needs and take their pain away. And don’t just list what you do. Show why and how you do it better than anyone else. Make it clear, make it compelling, and for goodness’ sake, make it uniquely you.

See the difference? 

Whoever you’re talking to, Same, have a message that’s consistent and also adaptable. Your need your message to play on a loop so it’s always there. Sort of like that catchy pop song that you can’t get out of your head. And then repeat it in your proposals, on your website, in your social media posts, and—this is crucial—in your internal communications.  Lastly, don’t forget to measure the effectiveness of your messaging. Are certain channels working better than others? Is your internal team aligned with your external communications? Keep track, adjust, and refine as needed.

Now go forth and communicate, Same. The Doctor believes in you!