We've Got Experience

You know what really winds me up? You should - I find at least one new thing to moan about on a weekly basis. No, I'm not talking about the X Factor, the price of petrol or the fact that my local Tesco now employs people to stand at the front of the store with microphones shouting special offers at me as I walk in.

No, what winds me up is lines like this - "We've got over 100 years' experience in this industry", when what they actually mean is that there are 25 people working there and they've even factored in the work experience girl who's been there for 2 weeks. She's only making tea, but bloody hell it's a good cuppa. What's worse, people who tell you that they were "Established in 1965" - so what? Lot's of things happened in 1965, why should the fact that you decided to start a business affect my decision to work with you.

Of course we all know why they do it. It's to work on the basic principle that if they have not gone out of business that they must be good. Sure, there may be some truth to that, but why is it that we find ourselves thinking that the default position of any business is to eventually close down?

And why is collective experience used as a statistic? I could easily tell you that Merchandise Mania has over sixty years of experience but it's crap. We've got a big team and we've got experience ranging from 1 year to 15.

Surely the only real measure of a company is how good they are RIGHT NOW. In the current market, a firm's ability really is on show. If they can give their customers what they need in this climate, then they're ready for anything, and there are people who have been in business for less than a year who will fall into that category.

The moral of the story? If you're putting some marketing literature together - Don't open with how long you've been in business, it's not interesting. Tell me what you can do for me right here and right now. Your capabilities should speak for themselves and if they don't, perhaps you should consider consulting with a marketing agency who will help crystallise your message for you.

Give us a call, we've been around since 2000 and I personally have 38 years' experience (of being alive).