What Can I / We Do BETTER? This question is designed to help you learn what you can do to increase your ATTRACTIVENESS FACTOR to the kind of people you’d like to have as your clients. The previous question reminded you of how difficult it is to see yourself as others see you. That’s why […]
“What do I / we do BETTER than anyone else?” This question is designed to help you learn what your Ideal Client considers your COMPETITIVE ADVANTAGE or, as some like to say, your ‘Unique Value Proposition’ . . . the factor that makes you DISTINCTIVE and BETTER to work with than your alleged competitors. This question […]
“Why do you see me / my firm as the BEST OPTION?” The first question was focused on the factor/s that prompts a qualified prospect to understand why they need something you do or offer. This question is designed to help you learn what it is about you that makes an Ideal Client perceive you […]
“What made you to seek out someone like me?” As a marketer, you are blessed (or, maybe cursed!) with an insatiable curiosity about many things. And whatever motivates your prospects is something you’ll find pretty fascinating. This question is designed to help you learn what problem or PAIN your prospect is experiencing that makes you […]
Marketing is both an art and a science. Let’s stay with that for moment, OK? Science is very orderly. And so, I would hope, is your marketing. “Live By The Calendar” That’s what John Jantsch, Duct Tape Marketing’s founder wants you to do. It’s true. Just as a magazine needs structure in the form of […]
Media is a very important part of your marketing. In days gone by, that term meant mass media — radio, TV and print media. Today though, that’s all changed. Radically! Modern Media Means . . . The Internet There’s some good news here. Especially if you don’t have a lot funding for a ‘massive media’ […]
How do you communicate the essence of your Mission to your market? Your Message, of course! Actually, there are many messages you can use to do that . . . Message You’ve heard, I’m sure, about ‘Elevator’ pitches — the short, pithy ‘commercial’ you can use with a stranger to help them think you’re ‘All […]
Once you have some clarity on your Mission, you’ll want to find the Market of people who can best understand, value and afford the valuable beneficial difference you can create in their life. Market This is just a group of people who truly ‘get’ what it is you can do for a client. Not everyone […]
This week will be focused on five (5) keys to getting better at marketing the services you offer. First up: MISSION Sure, it sounds like you’re about to launch off the deck of an aircraft carrier. But sorry. No. You’re not going to have to do anything like that. What you will do, however, is […]
Emil Brolick, the new CEO of the fast-food restaurant chain Wendy’s, has some excellent observations on his new position and the challenges he’ll be facing as the CEO. Vision . . . is Always a ‘Good Start’ “A leader has to bring a vision to an organization . . .” Agreed. But you also need […]
BILL DOERR, CCO860-798-6964