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One of the golden rules of differentiating yourself from your competition is to purposefully address (in your marketing efforts) stereotypical objections people have to doing business with your industry. For example: Have you noticed the recent trend in residential real estate where the listing agent offers to buy your home if it does not [...] Have you ever wondered what happens when you put a customer on hold? A friend of mine shared the following story about a recent shopping experience that may prompt you to think differently about putting customers on hold. For many months, he had contemplated jumping back into a neglected hobby but he failed to [...] In addition to conveying an Overt Benefit and giving prospects a Real Reason to Believe, your marketing message must also be different from the competition – DRAMATICALLY different! If your product or service is similar to your competitors, it is a commodity. Commodities are primarily purchased based on price. If your product or service is [...] In my previous post, I discussed the first part of author Doug Hall’s three part formula for an effective marketing message – Overt Benefit. Today, I will review the second part – Real Reason to Believe (RRB). Once you communicate the overt benefits of your product or service, the next step is to communicate [...] One of my favorite business books is Doug Hall’s JumpStart Your Business Brain. The book chronicles Hall’s comprehensive study of the effectiveness of marketing messages. He studied thousands of client groups, collected tens of thousands of data points and evaluated over a million customer reactions. He concluded that the most effective marketing messages have three [...] I have subscribed to Andy Stanley’s monthly Leadership podcast for several years now. Below are his Five Inescapable Truths of Culture. Leaders are responsible for and shape their organization’s culture whether they mean to or not. “Time in” erodes “awareness of”. The longer you are in the position of leadership, the less aware you are of [...] In Dale Carnegie’s How to Stop Worrying and Start Living, he references a poem called “Just for Today” by Sybil F. Partridge that had a profound impact on his life. I thought I would share it with you: Just for today I will be happy. This assumes what Abraham Lincoln said is true: ‘Most [...] I recently conducted a workshop called Marketing 101: A Shot of Espresso. It is designed to help business owners and entrepreneurs reevaluate their marketing efforts and provide them with ideas that they can implement for their business. During this particular session, I told the group that each day I make two, value-added posts to [...] Can the old “How-to-Eat-an-Elephant” adage be applied to achieving your goals? The answer is “absolutely yes“. The elephant adage advises one bite at a time. To reach your goals, I suggest that you focus on hitting singles. What do all great home run hitters have in common? They strike out a lot! That’s what [...] A fellow coach and friend, Kevin Thomas, recently posed a powerful question that I want to expand on. He asked, “Are you a passion booster or a passion buster?” When you look at your sphere of influence, which one describes you? Do you build people up or tear them down? Discourage or encourage? Do [...] |
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