Maintain your old Siemens Hipath system

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. It's the ability to generate excitement about what you have to offer. And when your prospects are excited about your services, marketing becomes a whole lot easier. You get more attention, more response, more sales and more referrals.

Excitement is often misunderstood because we usually equate excitement purely with displays of high energy and enthusiasm. The stereotypical marketer is PT Barnum and Anthony Robbins rolled into one with enough energy to light a small city. This ideal is not so easy to emulate. Most of us give up on the idea of generating excitement because we don't think we have the personality for it. We feel it would be artificial and forced.

Does an infectious enthusiasm about what you offer make a difference? Of course it does, but we believe it's only a small part of the equation. It's way overrated. Enthusiasm can be shallow. It can me manufactured. It offers no real proof that what you offer delivers true value. Prospects don't become interested and excited about your services just because you show enthusiasm. They become excited when they understand that your services will make a real difference in their lives and their businesses.

What I find so frequently with Independent Professionals is that they have failed to discover and articulate the *inherent excitement* in the services they are offering. When they discover that excitement and learn how to express it, their marketing goes to a whole new level.

While we were writing this we got a call from a client, a financial planner, who we had helped with the copy on his web site. His previous site failed to generate excitement and he wasn't getting any new business from it. With the new copy, prospects got excited and started to call him. He now generates most of his new business from this web site.

The good news is that generating excitement is a whole lot easier than it may sound.

Let me paint you a little scenario.

We have two sales consultants, A and B. They both do pretty much the same thing (they even offer the same program). They are equally intelligent and capable of producing valuable results for their clients. However their messages are very different:

Consultant A uses the following marketing message:

We offer sales training for people newly entering your sales team. We use the Fast Start Sales Training System, which is specifically designed for new salespeople. We offer training programs from one day to one week in duration and we cover all the most important sales skills. We are able to customize the training programs for your industry and company. We have experience in 107 industries.

Consultant B uses the following marketing message:

Are your new sales people slow in getting started and meeting their quota? We use the Fast Start Sales Training System that's guaranteed to help new sales people reach their quota in 60 days or less. Our customized system ensure that your salespeople meet or exceed their quota 82% more frequently than sales people who have not used our system. Proven in 107 industries, including yours, our system increases revenue per salesperson by an average of 63% in the first year.

Do you see the difference?

Consultant A talks about the training services he offers and the process he delivers. It is all about what he does, there is nothing about what the prospect gets. There is no inherent excitement in this message. And no matter how enthusiastically he delivers this message it will fail to generate excitement in the prospect.

Consultant B focuses his message on exactly what his prospects will receive from his sales training programs. Even though he offers the identical program, his message, expressed in the language of solutions and results, is inherently exciting. This consultant doesn't need to show wild enthusiasm for what he is offering, quiet confidence will do.

If you want your prospects to get excited about what you are offering, the magic key is to start talking about specific solutions and results. It's as simple at that, but it's amazing how many people miss this completely. Take a look at your own marketing messages, both verbal and written, and ask if they pass the excitement test. If they don't, work at making the necessary changes as quickly as possible. You'll start seeing results almost immediately.

Recap:

You will generate excitement with all your marketing messages and written marketing copy if you use the "What's In It For Me" copy. Put your information in the following order for best results.

1. Problem - Information on the problems, issues or challenges your prospects are facing.

2. Solution - Information on what things would be like if the problem, issue or challenge were resolved.

3. Offer - What do you have to offer that can address the problem and provide the solution.

4. Benefits - What are all the reasons your offer is the best solution for your clients?

5. Credibility - Who else has experienced your offer and gotten good results? What is your background and success record?

6. Action - What do you need to do next to take advantage of this offer?

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner.

In The News:

North Korea fires submarine-launched ballistic missile, says South - and it disrupts Japan election campaign
Tue, 19 Oct 2021 05:12:00 +0100
North Korea has fired a submarine-launched ballistic missile from its east coast into the Sea of Japan, South Korea's military has said.

Trump questioned by lawyers as protesters allege his security guards violently attacked them
Tue, 19 Oct 2021 01:11:00 +0100
Donald Trump has been questioned under oath as part of a lawsuit where protesters allege they were violently attacked by his security guards.

Biden leads tributes to Colin Powell: 'He could drive his Corvette Stingray like nobody's business'
Mon, 18 Oct 2021 17:45:00 +0100
US President Joe Biden has paid tribute to former US secretary of state Colin Powell following his death, saying he "could drive his Corvette Stingray like nobody's business".

More than 5,600 prisoners to be released by Myanmar junta
Mon, 18 Oct 2021 20:24:00 +0100
More than 5,600 prisoners in Myanmar will be released by the military junta which seized power earlier this year.

At least 22 people killed in flash floods and landslides in south Indian state of Kerala
Mon, 18 Oct 2021 08:10:00 +0100
At least 22 people have been killed in flash floods and landslides caused by heavy rain in the southern Indian state of Kerala over the weekend.



tikatoshop.it

Erfahrungen mit Pallhuber Wein
Agen Bola SBOBET Terpercaya

Travel in comfort and at your leisure with CT Airlink Limousine & Car Service for top quality private transportation and exceptional customer service. We operate Sedans, SUVs & Vans for CT Car Services to covering all Connecticut airports including Car Service from CT to Newark Airport , Mohegan Casino Uncasville CT, Foxwoods Casino Mashantucket CT, Manhattan Cruise Terminal NYC, Brooklyn Cruise Terminal NYC and Bayonne Cruise Terminal NJ. CT Airlink hire licensed and friendly chauffeurs who have in-depth knowledge of the Areas.

Clouds Gather Before A Storm: Utilizing The Power Of Brand

How brand management can help utility organisations to create a... Read More

FTC Reviews The Franchise Rule

After more than a decade since the last attempt to... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More

How To Create A Brand That Sticks

Most people, when they hear the word branding, think logos... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm... Read More

Strategy and Tips for a Successful Logo Design

Visual processing is the most important way for gathering information... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

How to Create Your Own Mail Order Products

Pick up almost any book or report on Mailorder Selling... Read More

Corporate Branding ? Dont Forget Your CDs!

Companies have been branding their collateral materials such as letterhead,... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

Importance of Branding - Whats in a Name?

Branding is perhaps the most important facet of any business--beyond... Read More

Boston Web Design Branding - Brand Identity Guru

A branding company's website purpose is to design websites that... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Brand Identity and the CEO

This week I spent a few hours with a highly... Read More

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors,... Read More

The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating... Read More

Hiring the Right Graphic Designer for Your Small Business

Every small business needs it, but not many have it.... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

Fast Forwarding Your Business

If you think only big corporate names need to think... Read More

Build Brand Value BIG Time

Ask your self this question, In which business are we... Read More

Its Time For Some Steak

Recently, I was reviewing our website statistics. One of the... Read More