Fighting over a melting Popsicle

Picture this scene. You've finally landed a big meeting with the head of development for a major Hollywood studio. You're there to pitch the exec an idea that "can't miss." You've got the stars in mind, the locations picked out, and you've even decided what you'll wear to the premiere.

So, what's your idea? It's the story of a major sports league embroiled in a controversy that could put its very existence in question. The owners are claiming poverty. The players are crying foul. Even though both sides have known for years that their agreement was up in 2004, they didn't start talking until about six weeks before the season. The leaders of both sides dig in their heels. The talks go nowhere. The season is cancelled.

Oh, and by the way, almost nobody notices, outside of the small - but loyal - fan base. Really think you'll need to worry about getting that premiere outfit pressed?

This pathetic tale isn't fiction. It's the story of the National Hockey League's lost 2004 - 2005 season.

Now we've all watched other leagues struggle through labor disputes pitting one group of millionaires against another. But the twist on this one is that hockey - once considered one of the four "major" sports - has fallen off the radar screen of most fans, because the NHL has focused more on rapid expansion than on marketing.

How bad is it? This bad: ESPN is getting better ratings for its replacement programming than it got for hockey last season...no matter what the replacement programming is. In a recent editorial, The Hockey News magazine called the sad spectacle, "fighting over a melting Popsicle." In other words, the two sides don't seem to notice that the product is slipping away while they quibble.

What does a dispute between hockey players and owners have to do with communicating with your customers? Quite a bit. In a world of WIIFM (What's In It For Me?), customers couldn't care less about what you have to tell them about your company, your product, your service, or your problems, for that matter. They want to know why they should care. Bury the benefit message in any type of communication, and you'll lose them.

How can you make certain you keep the focus where it belongs?

• Ask your customers why they buy. Only customers know for certain why they choose your company, product, or service over either inertia or a competitor. Survey them regularly - even if informally - and then parrot back those reasons in your communication.
• Always answer the "that means" question. Whenever you make a product or service claim in a piece of communication, be certain to tell your reader how this benefits them. Finish the thought with "this means X for you..." You don't need to use these words, just be certain you express the idea and give them a reason to care about what you have to say.
• Talk to your customer, not to your competitor. Nowhere in the NHL dispute is anyone saying why their side's position will make the game better for fans. Is it any wonder no one's listening? Learn from their mistake by focusing only on how you make life better for your customers - not better than your competition.

The message? Talk about yourself too frequently in communication intended for customers, and you might find yourself eventually talking only to yourself, while holding a wet Popsicle stick.