Do Your Prospects Know What You Do
by Charlie Cook
©2007 In Mind Communications, LLC, all rights reserved.
How do you explain what you do to prompt a sale?
Last week I got calls from two people at Wall Street financial firms, who both had the same question. How to explain what they do in 15 seconds or less? Why were these professionals from prominent firms with large marketing departments looking for a better way to talk about what they do?
One, I'll call George, had been stockbroker, a profession everyone knew and thought they understood. You may remember stockbrokers got a bad name selling stocks on commission as the last market bubble burst. Now when people ask George what he does, he doesn't want to say he is a stockbroker, and in fact it no longer applies.
Recently some of the larger investment firms restructured brokers' jobs, changing both pay structures and responsibilities to provide more comprehensive financial services. George isn't a stockbroker anymore and is having a tough time describing all he now does to prospects in a sentence or two.
When you can't describe what you do in a 15 second marketing statement, it is difficult to spread the word about your services.Learn how to find the right words to explain exactly how youhelp prospects. With a brilliant small business marketing message you’ll attract more clients right away. Use the ’15 Second Marketing’ guide to create more business opportunities.
If you have trouble explaining what you do, take these steps to develop your marketing message.
1. Identify your target market - Who specifically are your clients? - Who are the people you'd like to become your clients?
2. Clarify your prospects' problems and concerns. - What are they worried about? - How are they wasting time and money? - What do they want?
3. Define the benefit you offer - What do they get from your products or services?
4. Put the above together into a single sentence. Whether you offer one type of service or ten, the objective is to use your succinct marketing message to get the conversation going. Then you can ask questions to clarify your prospect's specific needs and describe the solutions you provide.
Don’t get stuck like George without a way of explaining what you do. Get your small business marketing message working and see your business grow.
The author, Charlie Cook, helps small business owners and marketing professionals attract more clients, whether you are marketing in print, in person or online.
Discover practical marketing strategies you can use to increase profits here at Small Business Marketing
Thursday, December 17, 2009
Wednesday, December 16, 2009
Business Marketing - Small Business Article: Explaining What You Do In 15 Seconds with Your Marketing Message
by Charlie Cook
©2007 In Mind Communications, LLC, all rights reserved.
You're in the elevator and your friend John introduces you to Barbara who is the CEO of one of the companies you'd like to do business with. Barbara asks, "What do you do?"
Here is your chance to make a connection with a prime member of your target market. You want to get her attention, make a positive impression and get her interested enough to continue the conversation. You've got about fifteen seconds to do this.
Do you have an elevator speech?
Whether you are in the elevator, or on the phone, the way you start the conversation will determine whether or not it will continue. You could tell anyone what you do if you had half an hour, but with fifteen seconds you're likely to simply label yourself, as most people do.
Labels don't tell us much. Imagine you told Barbara, in the elevator, that you are a coach or a consultant. Are you talking about working with high school kids, senior managers, or actors? Few job labels tell your audience who you work with. Most labels are not only vague but don't help to prompt the conversation to continue.
You could be more specific and tell your prospect you are a tax accountant or an automation specialist. That gives people some idea of what you do, but still doesn't explain why your prospect should care.
Instead of using a label, you could tell your prospect how you do your work, the processes you use. You might say, "We analyze light manufacturing companies to identify areas where the addition of a programmable logic controller could boost throughput." If she understands what you are talking about, you still haven't given her a reason to contact you.
I'm Ready to Learn More - Right Now
Whether you are an executive coach, lawyer, accountant, or automation specialist, when you start talking about the processes you use eyes glaze over and minds shut down. While you may have developed processes that no one else uses, prospects don't car about the process, at least not initially.
One of the most common mistakes people make is assuming their message should be about themselves. If you are in business to provide services and products to clients and customers, your marketing message should be about their needs and wants. Here's the difference:
• "I'm a marketing coach." (It's about me, and who really cares?)
• "I help independent professionals attract more clients and make more money." (It's about what I do for others and should prompt the question, "How do you do that?")
Your prospects' primary concern isn't you. They want to know what you can do for them and how you can help them profit, financially, physically or emotionally. They want to know if you can solve a problem for them.
To get attention with a short sentence about the problems you solve, you might tell Barbara you "help reduce manufacturing operating costs and increase profits". Cost containment is a continual problem for any CEO and should pique her interest and prompt follow up.
Stop shutting the door to new business with your business marketing message. When people ask you what you do, avoid using a label or a discussion of process. Instead, quickly clarify who you help and what type of problems you solve. One sentence should do the job.
Talking about what you do in a new way takes a little getting used to. The first couple of times you stop yourself from saying, "I'm an executive coach or consultant" and replace it with a marketing message or elevator speech that describes how you actually help clients, it will feel awkward. Keep using and fine tuning your small business marketing message and soon it will not only give prospects a clear idea of what you do but you'll be comfortable using it.
Once you have a 15 second marketing message that works you can use it in the elevator, in the airport, on the phone, and at parties and watch your business grow.
You'll b e more successful with a brilliant marketing message and elevator speech. You'll be able to quickly help people understand how you can help them so they'll buy from you.
The author, Charlie Cook, helps small business owners and marketing professionals attract more clients, whether you are marketing in print, in person or online. Discover practical marketing strategies you can use to increase profits at Small Business Marketing
©2007 In Mind Communications, LLC, all rights reserved.
You're in the elevator and your friend John introduces you to Barbara who is the CEO of one of the companies you'd like to do business with. Barbara asks, "What do you do?"
Here is your chance to make a connection with a prime member of your target market. You want to get her attention, make a positive impression and get her interested enough to continue the conversation. You've got about fifteen seconds to do this.
Do you have an elevator speech?
Whether you are in the elevator, or on the phone, the way you start the conversation will determine whether or not it will continue. You could tell anyone what you do if you had half an hour, but with fifteen seconds you're likely to simply label yourself, as most people do.
Labels don't tell us much. Imagine you told Barbara, in the elevator, that you are a coach or a consultant. Are you talking about working with high school kids, senior managers, or actors? Few job labels tell your audience who you work with. Most labels are not only vague but don't help to prompt the conversation to continue.
You could be more specific and tell your prospect you are a tax accountant or an automation specialist. That gives people some idea of what you do, but still doesn't explain why your prospect should care.
Instead of using a label, you could tell your prospect how you do your work, the processes you use. You might say, "We analyze light manufacturing companies to identify areas where the addition of a programmable logic controller could boost throughput." If she understands what you are talking about, you still haven't given her a reason to contact you.
I'm Ready to Learn More - Right Now
Whether you are an executive coach, lawyer, accountant, or automation specialist, when you start talking about the processes you use eyes glaze over and minds shut down. While you may have developed processes that no one else uses, prospects don't car about the process, at least not initially.
One of the most common mistakes people make is assuming their message should be about themselves. If you are in business to provide services and products to clients and customers, your marketing message should be about their needs and wants. Here's the difference:
• "I'm a marketing coach." (It's about me, and who really cares?)
• "I help independent professionals attract more clients and make more money." (It's about what I do for others and should prompt the question, "How do you do that?")
Your prospects' primary concern isn't you. They want to know what you can do for them and how you can help them profit, financially, physically or emotionally. They want to know if you can solve a problem for them.
To get attention with a short sentence about the problems you solve, you might tell Barbara you "help reduce manufacturing operating costs and increase profits". Cost containment is a continual problem for any CEO and should pique her interest and prompt follow up.
Stop shutting the door to new business with your business marketing message. When people ask you what you do, avoid using a label or a discussion of process. Instead, quickly clarify who you help and what type of problems you solve. One sentence should do the job.
Talking about what you do in a new way takes a little getting used to. The first couple of times you stop yourself from saying, "I'm an executive coach or consultant" and replace it with a marketing message or elevator speech that describes how you actually help clients, it will feel awkward. Keep using and fine tuning your small business marketing message and soon it will not only give prospects a clear idea of what you do but you'll be comfortable using it.
Once you have a 15 second marketing message that works you can use it in the elevator, in the airport, on the phone, and at parties and watch your business grow.
You'll b e more successful with a brilliant marketing message and elevator speech. You'll be able to quickly help people understand how you can help them so they'll buy from you.
The author, Charlie Cook, helps small business owners and marketing professionals attract more clients, whether you are marketing in print, in person or online. Discover practical marketing strategies you can use to increase profits at Small Business Marketing
Tuesday, December 15, 2009
Business Marketing - Small Business Resource: Insider Secrets to 15 Seconds Marketing
In "Insider Secrets to 15 Seconds Marketing" Charlie Cook shows you how to stop begging for business and discover a simple way to double, triple or even quadruple your leads and your sales.
He reveals how, using proven methods and techniques, you can dramatically change the effectiveness of your entire bricks and mortar and online business.
For example, you’ll uncover all the following:
* The shocking truth that 9 out of 10 business owners never find out about – and it’s costing them fortune. Learn about the ultimate business investment and why simply reading chapter 1 will change the way you think about (and do) business forever.
* How to easily “position” your business ahead of the competition so that friends, family, and associates of your customers want to do business with you.
* How to save $100,000+ a year on marketing costs using this simple little trick…and it only requires a few hours of your time…
* How to write better ad copy than Bill Gates and the Microsoft Corporation.
And this is just the tip of the iceberg…
* Smash your competition hands down by doing this one simple thing.
* A fast, simple, and fun way to explode your profits, make your customers as happy as clams, and laugh all the way to the bank. Amazing techniques - all detailed for you.
* How to read your customers’ minds. Doing this one thing could put thousands of extra dollars in your pocket.
* Add this one thing to your sales letter to instantly get people to read every word.
Charlie Cook shares with you all the small tweaks and twists that will lead your visitors and prospects in the right direction – making your cash register ring.
Things like:
* How to create award-winning headlines that can make your ads sizzle
* How to turn people’s own emotions into your personal sales tool
* Learning power words that sell. Charlie reveals his favorites - amazing words that make people buy again and again.
Discover how to build a steady steam of leads and sales here
What makes Charlie's course so useful is that...
1. The information he shares really works.
2. It's based on real-life business experiences.
3. Charlie has made the information readily accessible and understandable.
4. He shows you how to apply his methods and techniques to your real-life situation.
This is the kind of information that can turn your business completely around… from being a failure to being a huge success.
When you study the "Insider Secrets to 15 Seconds Marketing" you'll discover completely new ways to think about marketing - both online and offline. Instead of limitations you'll now see a wealth of possibilities and opportunities.
As Charlie says: “I cut through the B.S. No filler, fluff, or boring stories. You get 100% practical ready-to-use tactics and strategies that work – no matter what kind of business you’re in.
“As long as you’re dealing with humans, this book will make you money. That’s because I’m going to teach you the psychology and application of marketing like no one has ever taught you before!”
Charlie Cook covers so much excellent information in this impressive course that it's impossible for me cover all of it here.
But let me just say that I'm very impressed both by the quantity and the quality of what you get here. You'll really see a difference in your online and offline sales if you apply this information to your business.
The "Insider Secrets to 15 Seconds Marketing" is NOT for the faint of heart. You have to be willing to hear the plain truth and apply it to your business. Charlie Cook is hard-hitting, he says thinks like they are and doesn't pull any punches.
Some people might even find him a bit too aggressive. But I think that for people who are serious, this is just the kind of information that they need in order to succeed.
Get your copy to increase your sales
He reveals how, using proven methods and techniques, you can dramatically change the effectiveness of your entire bricks and mortar and online business.
For example, you’ll uncover all the following:
* The shocking truth that 9 out of 10 business owners never find out about – and it’s costing them fortune. Learn about the ultimate business investment and why simply reading chapter 1 will change the way you think about (and do) business forever.
* How to easily “position” your business ahead of the competition so that friends, family, and associates of your customers want to do business with you.
* How to save $100,000+ a year on marketing costs using this simple little trick…and it only requires a few hours of your time…
* How to write better ad copy than Bill Gates and the Microsoft Corporation.
And this is just the tip of the iceberg…
* Smash your competition hands down by doing this one simple thing.
* A fast, simple, and fun way to explode your profits, make your customers as happy as clams, and laugh all the way to the bank. Amazing techniques - all detailed for you.
* How to read your customers’ minds. Doing this one thing could put thousands of extra dollars in your pocket.
* Add this one thing to your sales letter to instantly get people to read every word.
Charlie Cook shares with you all the small tweaks and twists that will lead your visitors and prospects in the right direction – making your cash register ring.
Things like:
* How to create award-winning headlines that can make your ads sizzle
* How to turn people’s own emotions into your personal sales tool
* Learning power words that sell. Charlie reveals his favorites - amazing words that make people buy again and again.
Discover how to build a steady steam of leads and sales here
What makes Charlie's course so useful is that...
1. The information he shares really works.
2. It's based on real-life business experiences.
3. Charlie has made the information readily accessible and understandable.
4. He shows you how to apply his methods and techniques to your real-life situation.
This is the kind of information that can turn your business completely around… from being a failure to being a huge success.
When you study the "Insider Secrets to 15 Seconds Marketing" you'll discover completely new ways to think about marketing - both online and offline. Instead of limitations you'll now see a wealth of possibilities and opportunities.
As Charlie says: “I cut through the B.S. No filler, fluff, or boring stories. You get 100% practical ready-to-use tactics and strategies that work – no matter what kind of business you’re in.
“As long as you’re dealing with humans, this book will make you money. That’s because I’m going to teach you the psychology and application of marketing like no one has ever taught you before!”
Charlie Cook covers so much excellent information in this impressive course that it's impossible for me cover all of it here.
But let me just say that I'm very impressed both by the quantity and the quality of what you get here. You'll really see a difference in your online and offline sales if you apply this information to your business.
The "Insider Secrets to 15 Seconds Marketing" is NOT for the faint of heart. You have to be willing to hear the plain truth and apply it to your business. Charlie Cook is hard-hitting, he says thinks like they are and doesn't pull any punches.
Some people might even find him a bit too aggressive. But I think that for people who are serious, this is just the kind of information that they need in order to succeed.
Get your copy to increase your sales
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