generic marketing material

Stop producing credential statements

by Ben Paul

So you’ve got that big meeting. You’ve researched the client and you’re ready to meet them. All you need now is a nice big credential or capability statement telling them all about what you do and how great you are, right? No, wrong.

While it is tempting to have something up your sleeve for when the conversation dries up, and it may also act as a nice comfort blanket for you, the impact it may have is at best minimal. Realistically, no great meeting has ever concluded with the client saying “That’s great, now what I really need is something generic, and all about your company, so I can make my decision”

So why should you stop producing credential or capability statements?

  1. Too self-focused. They are inevitably all about you and your company. What you do, how great you are, how many employees you have, how many offices or even better, how you are global – wow! There is danger that you can come across as arrog [...]