How having a ‘window’ instead of ‘mirror’ perspective can create effective PR results.
As a first class Business Studies graduate, you would think I would be at ease reeling off business speak. Quite the contrary; such phrases as ‘blue sky thinking’ and ‘outside the box’ leave me wincing as I mentally tick off a game of bullshit bingo.
That was until last week, when I came across this article on 15 ways to guarantee PR success, which offers a business metaphor worth paying attention to.
The article advises that your communications should be about ‘windows, not mirrors’. Mirror communications means you reflect the messages that you think are most important to your business, whereas window communications communicates messages that look out towards your target audience.
Having a ‘windows, not mirrors’ perspective will keep you focussed on effective communications. Here’s how your business can benefit from a ‘window’ way of thinking:
Website: as your shop window, your website should be showing off the wares that will get the punters in. This may not be your favoured product or service, but actually the best seller that customers will be looking for. Your SEO and website copy should reflect what the customer will search for; not what you find most interesting or important about your business.
Press: your new service or expansion may seem like hot news to you, but we’re always reminding clients to think of the story for the reader. What’s unique about your piece of business news? Is there a human interest to the story that you can draw out?
Pitch: at many networking meetings, you have 30 seconds to sell yourself to a room full of business people. Not only do you have a limited time to tell everyone how amazing you are, you are also competing with people before and after you who have a chance to leave the lasting impression on the room. Combine that with the fact that many members may still be waking up (as is the case in many breakfast networking meetings!), you’ve got a job on your hands to make the most of that 30 second pitch. Think about who is in the room, what they are looking for and what aspect of your business they would be most interested in, and tailor your 30 second pitch around that.
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