Archive for Core Message
If you are going to say something – Make a Statement
Posted by: | Comments"In the future everybody will be world famous for 15 minutes." — Andy Warhol, 1928-1987.
You’ve most likely heard this famous quote before. Andy Warhol refers to a special time in our lives when something we’ve done or accomplished gives us the visibility and recognition we deserve. If you were to look back took an inventory of everything you did to help people solve problems or change things for the better, you’d be quite amazed. You’ll discover just how many these are qualified to be your "15 minutes of fame".
Just how many of these have you expressed to your customers in your marketing? If you have told people about these special accomplishments, did it move your relationship to a new level? Were you able to directly relate what you claimed as an accomplishment to getting an appointment? If you answered yes to each of these questions, hat’s off to you. If not, then here’s how you can put this to work or refine it even further.
Simple statements that are the centerpiece of your marketing message. Nobody but you can lay claim to these special accomplishments. These Statements distinguish you from others who may hold the same position or in your industry. They are Power Statements.
Just what are Power Statements? To give you a visual, think of headlines when you’re reading a newspaper. They draw you into the article. You decide on what you’re going to read based on the excitement and interest generated by the headline. If the headline is boring, you just keep looking for one that catches your attention.
Your Power Statements are the headlines of your business that draw people in. You’re expressing, not bragging, exactly what you did to help people or companies solve critical problems and create new opportunities. Power Statements can be used in many places. While networking and meeting new people. On your website or brochure. In a cover letter or job proposal. In a sales presentation or a follow up letter.
Which Power Statement headline would entice you to read further:
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Proven track record completing projects under budget and within deadline
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In one 12 month period, we completed 5 complex technology projects, generating $6 million in revenue while saving nearly $1 million in capital expenses.
You can CLEARLY see the difference in these two statements. Have you seen (or maybe even written) headline #1 in a cover letter?
The more you relate your accomplishments with an "economic value" (revenue generated, percent growth, saved money or otherwise), the more you will stand out from the crowd. People want to know what you did and what you can do with your unique skills.
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Use an action word(s) to give a broad description – developed, implemented, created, etc…
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Very short description of your accomplishment – marketing sales letter, training program, complex technical installation, etc…
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Describe the economic or realized value in dollars, percentages, or time – 120% increase, 10 minutes down to 3 minutes, etc…
You’ll discover just how valuable you are when you get your own Power Statements down on paper. These headlines set you apart from the competition. They also demonstrate that you have what it takes to get the job done — no matter what the task.
Your challenge – take out a piece of paper right now and write down 5 Power Statements. Don’t be afraid to go back as far you need to. Take an inventory of your "15 minutes of fame". Then start telling people.
I customize an article written by Frank Traditi, the co-author of Get Hired NOW!: A 28-Day Program for Landing the Job You Want. He is an author, speaker, career strategist, and executive coach with more than 20 years of experience in management, sales, and marketing for Fortune 500 companies. Frank works with talented professionals to design a game plan for an extraordinary career. For a copy of his free guide "How to Find a Job in 28 Days or Less," visit www.gethirednow.com.
Referral Process Explained – Step 3
Posted by: | CommentsStep 3 = Your Core Referral Message
Service, Product, Retail, Construction, Professional services, Employee, and Volunteer … it doesn’t matter. A referral system should include 7 basic steps that helps you identify and succeed in ways you never imagined. The principles are outlined in a 7-step process that we will communicate this week in leading up to Referral Week. It is the basic understanding on how to apply the Referral Flood program to Your Business or Organization.
Step #3 – Create and communicate your core referral message – your referrer must be able to easily explain the value you bring to anyone who they refer. “Business901 implements marketing systems.” Now, how do you go about defining your core referral message. Is it different than your typical core message?
Your Referral Message must be very concise to your Target Referral Market. If not the effectiveness of your message will be greatly reduced and may even be non-existent. You must develop a message that has the ability to be transferred effectively and rapidly cross the network, much like the game of telephone that played as a child. If your message has to repeated: Short, concise and to the point is important. Where a core marketing message may solicit a "How do you do that?" A core referral message should solicit: Can they do this or a What do they do? More about the answers later.
Looking at my Referral Venn diagram, look at the overlapping of circles. You must envision what core message you want to express to each particular group. The trade organizations you belong to may not have any interest or similarities to the message that you are sending to you vendors. Or it may be the exact message same message you send to each. Why would this matter? By organizing your referral clients according to core message you can start build a referral funnel for each perspective group and see what message and material will be similar to each one. Many companies will develop a referral program without integration and/or try sending the same message out to all. Customizing the program to each sector will make it work but by integrating the process, you will be able to manage it and develop it to its fullest extent.
Improve your production forecast by 50%
Posted by: | CommentsActually most people tell me the their marketing is working, they just don’t have the time. Or, they would like to make it more professional. Or, maybe I could help them with start a blog. Very few people ever admit to a marketing problem. Even the better organizations that have built a great bran
d will leverage it as well as they should. And the single one thing that stops them is understanding their ideal customer, or the term buyer persona. They even spend little time on the process he uses to purchase and the expectations he has of the product.
The most used the excuse I see in developing a buyer persona is that the buyers vary too much. Okay, let’s just try to segment a portion of your customers. Maybe it’s only 10% or if your lucky as high as 50%. But creating some channel will facilitate in mapping out that buyer persona. If we look at how will the purchase was made and determined by that group, it will lead into some very insightful information. But I would encourage you to really try to understand the compelling reason they chose you. That reason alone can clarify your marketing your sales processes, and improve your production forecast.
I know that may sound silly over just one statement but look at it this way. If you could know the compelling reason that 50% of the customers buy from you, what would that mean to your bottom line?
P.S. A quick check to validate this, would be to talk to a few prospects that you lost. Ask them what their compelling reason, not to buy from you.
We use our Lean Marketing Assessment to see where you stand and how well you leverage your core message and it is at the basis of our Product launch strategy. Learn more about these two products.
