Sometimes I just shake my head at how much bad marketing there is out there. I get a LOT of email, see lots of social media etc. I get many emailed requests for help, to invest, to mentor and more. And SO OFTEN, I have no idea what the sender does or why it matters, much less why I should care.
As a poor example, take this email I just received. Except for the redaction of the name, this is copied and pasted exactly as it was sent to me. When I glanced at the sender I did not recognize the domain of the sender nor the company name, but decided to take a glance.
Here’s what a completely self-absorbed and clueless marketing team sent out to their mailing list of (presumably) customers and partners!
“We’re excited to present the New [CompanyABC] to you! It is now live on our new [CompanyABC].com and partner portal. From our visual identity to our strategic messaging, this transformation reflects who we are today and where we’re headed. This refreshed identity embodies our commitment to openness, clarity, and innovation, and represents our evolution as a modern solution provider focused on helping organizations secure their data more effectively than ever before.
What This Means for You as a [CompanyABC] Partner:
Our new brand:
• Positions us jointly as forward-looking solution providers
• Lays the foundation for modern, intuitive product UIs
• Enhances customer value through:
• Flexible deployment models
• Faster time to value
• A broader solution portfolio
• Deep partner expertise
Explore the rebranded Partner Portal to access new partner assets, including:
• Updated Datasheets for 6 key solutions
• Comprehensive Partner Sales Guides
• [CompanyABC] Partner Onboarding Deck – FY2026
• Partner Brand Toolkit V1 (Includes brand guidelines, presentation backgrounds, icons, and logo pack)”
Read that entire email again. Out of the entire email, 166 words, there are exactly three words that give ANY idea what this company does.
Those three words which are slightly unique: “secure their data”. Did you even catch them as you read this email? I didn’t until I went looking for something unique!
Now here’s a wrinkle. I do NOT automatically load pictures in my inbox. And MANY emails use an image to provide their company name and tag line. “Sometimes” the tag line communicates what the company does and why it matters, but not always! You must think about all the of the ways that your target audience may engage with your content. Read your emails without images enabled, watch your TV ads with sounds off and closed captioning on, review your social media pretending you don’t know what your business does. And, ask people who don’t owe you anything what they really think.
It all reminds of the old “Dilbert’s Automatic Mission Statement Generator” which unfortunately is not currently online (but you can see a couple of example snippets here). Basically word salad that says nothing. If you want to try your hand at the ridiculous, a Dilbert fan created what he calls “a faint shadow of the original”, but it is stil grimace worthy. This email looks like it was generated by a “random email generator”, with words that say nothing and could apply to any company doing anything!
In the same vein, a while ago, I wrote a post about making sure your PRODUCT itself clearly communicates what it is and what it does. This is still as relevant as ever!
You want every touch you make with the public, customers, partners, and everyone who might be a potential customer or partner, to be clear, crisp and compelling.
Your product itself should say what it is and what it does, every email you send out needs to clearly state what and who you are and the content should be relevant to the recipient and actionable. Any social media should likewise be clearly identified and relevant! If your communications are taken out of context (like the email above or the photos in my earlier post), are they clear and understandable?
Here’s one for those of you doing video or TV advertising. Try watching your ads with the sound off! Most of it is simply useless. But, you ask, who watches videos or TV with the sound off. Well, anyone who is hearing impaired. People in busy areas who are watching closed captioning. And parents with young children who don’t want to wake them up! You’d be surprised. Your communications should work no matter where and how they’re received.
These communication fails seem to be across industry and product. Please Stop It!
Please, please please. Make sure when you communicate that you are clear on who you are and what you do. In particular, make sure someone who doesn’t already know your brand name understands why you matter!
This matters no matter the stage your startup is. If you are looking for investors and trying to raise capital from angel or venture investors, those potential investors want to see your communications capabilities are strong. They are trying to de-risk your company as a deal. They want to de-risk the technology risk and they want to de-risk the go-to-market risk. Paying attention to this will help on every front.
If you are looking to raise capital in this market, I strongly encourage you to get help! Don’t go it alone!
We have lots of NO COST content on our blog, as well as our modestly priced resources on Capital Raising Coaching and Potential Investor Identification – “Designing the Perfect Investor™” and “InvestorFind™ Investor Identification Support“.
In addition, if you are interested in Individual Coaching see our offerings on CEO and Entrepreneur Coaching. If you’d like more details, email venturewrenchcommunity [at] gmail.com.
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