A message from the president
I applaud you for getting past the headline to reach this first sentence. Truth is, the promise of "a message from the president" -- be it on a website, in a brochure or in a catalog -- is usually interpreted as a threat by most readers. Nine times out of ten, this "important" message is either an exercise in vain promises ("We're dedicated to exceeding your expectations!") or a forum for self-congratulation ("That's why we've been named Number One three years in a row").
Is there ever an occasion when a president's message can be a valid part of a marketing communication? Yes. When the person behind the message means something to your customers.
Take Lyman Orton for example. He leads every catalog of the Vermont Country Store with his message. But consider the context: Lyman is a descendent of the store's founding family and the catalog's brand is deeply rooted in its non-corporate, honest-Yankee image. His message is the printed equivalent of neighborly chit-chat at the general store counter. He has license to communicate "personally" with his customers because his customers expect no less.
Another, more esoteric example: The Mosaic catalog. A treasure-trove for jazz aficionados, Mosaic offers exquisite reissues of classic jazz recordings (complete with beautiful B&W photos, expert discographies and fascinating essays), many of which have been previously unavailable for decades, if they had been released at all. The president and co-founder, Michael Cuscuna, has a recognized track record as one of jazz's leading producers and as an authority on the esteemed Blue Note label. He's an expert and his opinions mean something; his recommendations carry weight. His customers welcome his messages.
Should you lead with a president's message? Only if she's known and respected by your customers. Or if she holds a gun to your head.
Is there ever an occasion when a president's message can be a valid part of a marketing communication? Yes. When the person behind the message means something to your customers.
Take Lyman Orton for example. He leads every catalog of the Vermont Country Store with his message. But consider the context: Lyman is a descendent of the store's founding family and the catalog's brand is deeply rooted in its non-corporate, honest-Yankee image. His message is the printed equivalent of neighborly chit-chat at the general store counter. He has license to communicate "personally" with his customers because his customers expect no less.
Another, more esoteric example: The Mosaic catalog. A treasure-trove for jazz aficionados, Mosaic offers exquisite reissues of classic jazz recordings (complete with beautiful B&W photos, expert discographies and fascinating essays), many of which have been previously unavailable for decades, if they had been released at all. The president and co-founder, Michael Cuscuna, has a recognized track record as one of jazz's leading producers and as an authority on the esteemed Blue Note label. He's an expert and his opinions mean something; his recommendations carry weight. His customers welcome his messages.
Should you lead with a president's message? Only if she's known and respected by your customers. Or if she holds a gun to your head.
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