Accelerate Business Group, LLC

While at the post office recently, I picked-up a flyer for a local business. The business is a party and event company - they supply everything from balloons to tents and offer lighting and catering services. How do I know this? It says so on their one page flyer.

Their flyer lists service-by-service the things they do: balloons, gift baskets, tents, centerpieces, custom props, etc. Joining this list of things are four photos of party stuff and one paragraph of text. The text says they're an event decorating company that decorates any type of event. They've been in business for over 7 years. That's it, with one exception - the closing words of this one paragraph read making your next event memorable!

Those five words are the things this company does for their customers - they make events memorable. That's what their customers are buying. But those five words were the only thing on the flyer that spoke of the things they do for their customers. With exception of these five words, the entire flyer is about the company and the things they do.

What this company should do is change their flyer to highlight the things they do for their customers - making your next event memorable. They should define memorable events and talk about how their services take a party or event and make it memorable. Their pictures should show memorable parties and events, not static displays of balloons and props. And they should include a testimonial from a customer who praises how this company's services made their event memorable.

Think how different the two messages would be - the message they have is about their company and the things they do, the message they should be telling is how they make events memorable.

It's a short lesson, but a great reminder: the things we do aren't important. Our customers don't want the things we have to offer, they want the things they can do or achieve with the things we offer. And that's the message we should be telling.

What do you think?