A Business In One Sentence
Marketing expert and author, Geoffrey Moore, has a useful
fill-in-the-blank method for creating a theme and
positioning statement for your business. I prefer to use
his same system for creating clarity for myself in what I'm
selling, creating an elevator or introduction speech, and
also material for my website, brochures and business card. Using this same method for each niche I have also keeps me
focused and on target for where I am going and what comes
first. I know it will do the same for you. As a public
speaker, I also like to use the same exercise to create a
one-line message for each workshop or engagement. This way
the participants and I start from the same page. I like to
say it provides the tree trunk that all the branches stem
from. This exercise is designed to be simple and achievable in 15
minutes. However, if this seems somewhat daunting, see if
your beliefs are still in the clouds of wanting to deliver
too much to too many to soon. If this is the case, there is
a great book I recommend that will support you in narrowing
down: Niche and Grow Rich, by Jennifer and Peter Sander.
This book will support you understanding the market place
you want to enter and in narrowing your thoughts. Exercise For ___________________________
(Hints: Who is your target customer, your niche? Is there
a geographic relevance? If so, add it. Examples: Seniors,
women business owners, teens between 13 and 18. If a
specific geographic area: Writers in the Washington DC
metro area.) Who ___________________________
(Hints: This is where you qualify your target customer and
time of need. Examples: Who are obese. Who are 62 and
older. Who own a business. Who are in high school and take
music.) Our product/service is ____________________________
(Hints: What is your product or the service? Our product
is a line of workshops. Our service is training. Our
service is executive coaching. Our service is training or
engineering or accounting.) That provides ______________________________
(Hints: What are your key features of this product/service?
What are the major benefits of this product or service?
What are the tradeoffs? That provides shortcuts (software
training) at a discount/premium price. That contains no
chemicals. That contains no hidden costs. That contains
no markups. That contains life support.) Unlike ____________________________________
(Hints: Who are your competitors? What are the products
not serving the needs of this particular niche? Unlike
other retail sellers, which have.... Unlike store-bought
goods, these.... Unlike other coaches.... Unlike other
workshops....) Our product/service _______________________________
(Hints: Your product/service serves this niche by doing
what? Our product/service helps this group increase their
personal leadership skills. Our product/service helps this
group overcome.... Our product/service helps this group
reap the rewards of.... Taking This Forward Once you have completed this exercise, whether it is for
your overall business theme or better yet a narrower one,
you can move this information forward into all your
marketing information. Create a paragraph with this information, then edit and
refine the language so that it fits your customer's reading
style. This is especially important if your style is
different. Each word you use has an energy attached to it.
This energy either detracts or attracts customers. Catherine Franz is a Master Life and Business Coach, well-known international speaker and author, living in Northern Virginia. She lives and breathes attraction, prosperity and abundance. http://www.AbundanceCenter.com
Related News
|
 |
|
|
RELATED ARTICLES
Marketing in Business and Commerce in the New Consciousness
The point is what you give to another you give to yourself; the reason being that there is only one of us. You are apart part of the Universal life force just the same as your customer is. If you want to have any experience in your life, just course another to have that experience, and you notice it showing up in your life as well.
Marketing Strategy and Template for Independent Professionals
Having a marketing strategy and marketing approach is very important. Thus, instead of recreating the wheel, here is a short, sweet, easy-to-understand marketing strategy template to help you place your ducks are in a row in designing your marketing strategy.
Ten Tips for Creating a Winning Proposal ? Part 1
If you want your business to grow and attract new clients, you'll
have to start creating meaningful proposals. The goal of a
proposal is obviously to be awarded new work. It accomplishes
this goal by providing answers to the questions of who, what,
where, why, how and when.
Private Practice Marketing: 3 Secrets I Wish I Knew When I First Started Out
I don't know about you, but I am still waiting for my first class in graduate school about how to develop, market, and run a private practice.
The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM
Anybody that frequents shopping malls are familiar with the bar coding systems used by retailers to ease the line at the pay points. No more long lines at the till as the operator just pulls the product past the scanner and voila ? the buyer pays and are on their way.
Future of Marketing Part 2
In Part 1, I discussed how traditional marketing is no longer
working the way it used to. This is happening for a variety of
reasons -- people have too many mass media choices,
they're bombarded with way too many marketing messages,
the Internet is adding accountability to advertising, etc.
Top Five Tips for Marketing that Gets Results
When marketing your practice, as well as designing your brochure, website, business card, flier, advertisement, or other marketing effort, I recommend investing the time and effort needed to effectively address the following:
What Does Your Logo Color Say About Your Business?
And not only your logo, but also your website, your brochure, your business cards and any of your marketing materials for that matter.
Effective Marketing
For any business to be successful whether on or offline it has to be marketing effectively. You are going to need more than a great looking site with fabulous products or services to obtain success. You will need to run an effective marketing campaign and for this you will need a marketing plan.
The Dare-To-Be-Different In Marketing Checklist
There is a big payoff in being different. When you accept "what is" you place yourself in the category of "sameness," and people don't buy sameness. Why should they? They can do sameness themselves. If your prospects aren't seeing the value you offer, you may be coming across as the same and not daring to be different.
Trigger Button Marketing
Sometimes, experiencing bleak sales is a matter of failing to find your prospective customers' trigger buttons.
How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 5
How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing & The Psychology Of Selling - Part 5
Creating Your Unique Selling Proposition or USP
Creating Your Unique Selling Proposition
How To Start A Mail Order Business
The Mail Order business is not a business of itself, but is another way of doing business. Mail Order is nothing more nor less than selling a product or service via advertising and the offers you send out by mail.
Professional Marketing
Have you looked for marketing advice on the internet recently? There is no shortage of self-proclaimed 'gurus' from which to choose. But what kind of advice are they shilling out? Too often, it's over-the-top hype, blatant commercial ad copy and other tips designed for selling an inexpensive product to the general public.
Developing the Unique Selling Proposition
The "Unique Selling Proposition" advertising campaign was developed by Reeves in 1961. Reeves proposed that marketers offer products different from their competitor' offerings by developing products that have a special formula, design, or feature. The product or service being marketed must be unique and important to the prospect. Finally, the USP can be an overt statement or implied through different marketing mechanisms.
10 Important Marketing Tips
Each of the following Ten Marketing Tips is based on a
highly effective but often overlooked marketing tactic.
How many are you using? How many have you overlooked?
Attracting Clients With Incremental Marketing
Do you ask prospective clients to go too far?
Marketing the Government for Profit
Steps and tips on marketing your business to the government.
Are You Guilty Of Interruption Marketing?
You muted the commercials on the TV last night because you
were fed up with interruption marketing. Ditto if you went
through your mail to find most of it is junk. Ditto again,
if a stranger phoned you (usually at dinner time) asking you
to answer a survey, or give to yet another worthy cause.
|
