Archive for Core Message
You do not own your Brand?
Posted by: | CommentsI was listening to Groundswell this week and they made an excellent point that I felt should be elaborated on. They simply state that you do not own your brand, your customer does? Not Hershey, Not McDonalds, Not GM, but the customer.
I have always been a proponent of telling people the best money they can save is just to call 5 or 10 customers and ask them What they think of your company and Why they buy from you? Presto, you have your brand? Now take that and start finding your target market and ideal customer.
I know that this seems to simplistic for many but think about it! If you want to have a different brand, it may be easier just to go buy another company that has that reputation. And that is what branding is, your reputation.
Now when you think about this, how does your marketing material match your brand? Does it complicate it or distract from it? D o 
es your facility and signage compliment it or distract from it? You get my drift, it not up to you to establish your brand but to support it.
My advice to you, go ask a few people about what you do? And, ask a few why they do not do business with you? It is pretty hard today to get your message heard, don’t complicate it and make sure you tell it to people that want to hear it!
How much money do you spend on building your brand?
Technorati Tags: Branding , Groundswell , Charlene Li , Core Message , Target Marke
Selling Magic
Posted by: | CommentsI know this is going to sound way to simple but it is amazing when I ask this question how few people can tell me the answers. And no the answer can’t be Anyone that does not want to carry around 20,000 cd’s. But here are my questions, and by the way there is genius in simplicity…
Why you?(your client)
Why me?(your company or product)
Why now?(timing is everything)
Now if you can answer these things hammer away. Like a good trial attorney once said repeatedly: "If the glove don’t fit, you can’t convict"
Technorati Tags: Target market ,Core Message ,Ideal client ,Marketing
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Three Half-truths = A Lie
Posted by: | CommentsOk, I told you I was going to let you in on the secret of how you can tell if someone is telling the truth or not. Especially an excuse for not being on time for work. It is easy and foolproof. Just Listen!
They will tell you why!
You give no response.
They will add to their story!
You give no response.
They will add to their story!
“Three half truths = A lie” -Ben Franklin
Now, what does that have to do with marketing. It is simple. Pick your core message and hammer away it. When your passionate about something you persuade. You can mention other points but always get back to the core.
If you think about it that is exactly what a good trial attorney does, remember: “If the glove doesn’t fit, you can’t convict”
Some of this information was from the Ben Franklin Factor by James Hume.
