I spent several days near Bozeman, Montana, in mid April, and I passed on the road several glossy orange trucks with large black lettering that read “We Do Anything.” The trucks were about the size of a mid-sized U-Haul; the black lettering looked like it was painted by my 6th grader.

At first, I thought, Wow, these folks could sure use some consulting. Their strategy is too general – they do anything. That means they really do nothing. What a poor way to market your small business!

Then I began thinking about how I might use them at home in the Chicago western suburbs:

1. We have a heavy wooden swing set (which could survive a nuclear attack) that I’d like disassembled and taken to the dump.

2. We have two golden retrievers, and when I get lazy or forget to scrape up their business in the backyard, I might just give “We Do Anything” a call.

3. We have an old shed in the backyard that also needs to be torn down. Yes, I could do that. But why ruin a perfectly good weekend?

4. In the next month, I need to put a seal coating on our paved driveway. How motivated am I to do this, really?

5. I have some large limbs from trees that were blown down from last summer’s microburst that need to be cut up and taken away.

It hit me that the messaging of “We Do Anything” is not general, but very specific. It’s so specific that your mind goes immediately to the projects that you’d like completed but have wondered whom to call. My guess is that not only does “We Do Anything” land the hard jobs – they also get some projects that typically go to painters or sealcoating companies or even carpenters.

Does your brand evoke something specific in the minds of your prospects?