HOW TO CREATE YOUR POSITION STATEMENT
Do you know how to create your position statement? Do you even know what a “position statement” is?
Your “position” is a cold-hearted, no-nonsense statement of how you’re perceived in the eyes of your prospect. Your “position statement” is a statement of how you’d wish to be perceived. It is the core message you wish to communicate in every medium, to influence the perceptions of your service.
Utilize the following questionnaire to establish your positioning statement.
1. WHO: Who are you? What’s your style… your drive… your personality… your priorities?
2. WHAT: What business are you in?
3. FOR WHOM: What people to you serve?
4. WHAT NEED: What are the special needs of the people you serve?
5. AGAINST WHOM: With whom are you competing?
6. WHAT’S DIFFERENT: What makes you different from those competitors?
7. WHAT’S THE BENEFIT: What’s the unique benefit that a client derives from your service?
Have seven good, clear… and accurate answers. Make sure these answers are consistently embedded into the fabric of your website, print marketing collateral, email marketing & broadcast advertising.
WHAT DO YOUR CLIENTS VALUE MOST?
An association recently commissioned a study of 300 clients by asking… “What do you value the most from your service provider?” You might assume that fees to be at the top of the list… but you’d be wrong. Fees ranked only 9th on the list. Technical skills and high-level certifications ranked only 8th. The 2nd highest priority for choosing a service provider was a sincere demonstration to establish and maintain a long-term relationship with the client.
What was 1st on the list? “The speed at which they return my phone calls.” That’s right! When questioned in greater detail… these 300 surveyed clients indicated that they weren’t expecting immediate answers… but simply a prompt response. These clients wanted to be treated as though they were important.
Making your clients feel important is a key ingredient to the success of your company and your brand. In spite of your busy schedule… make this your first priority.
9 SUCCESS SECRETS TO BE A BUSINESS CHAMPION
Tags: Business, Inspiration, Leadership, Tiger Woods, winning
I am currently going through the book, “Tiger Traits” by Nate Booth. This book highlights 9 of Tiger’s traits that are essential to his personal, professional and business success.
As you may already know, Tiger Woods has already won over 54 PGA events. He’s the youngest player to win all 4 major pro tournaments, and the only golfer to be reigning champion in all four major tournaments at the same time. In 2006, Tiger earned nearly $100 million in prize money, appearance fees and endorsements.
Tiger’s success is no accident. While Tiger is certainly talented, he possesses at least 9 traits that have allowed him to express that talent in record-setting ways.
While Dr. Nate Booth’s book comprehensively expounds on these traits, I thought I’d share the basics with you, as you aspire to new heights in the success of your own business or organization. Enjoy.
TIGER TRAIT #1: Identify and develop natural talents
TIGER TRAIT #2: Create a clear and compelling dream
TIGER TRAIT #3: Select teachers, heroes and teammates who guide, inspire and support
TIGER TRAIT #4: Be confident
TIGER TRAIT #5: Manufacture magnificent mental models
TIGER TRAIT #6: Let actions do the talking
TIGER TRAIT #7: Constantly improve in good times and bad
TIGER TRAIT #8: Be likeable
TIGER TRAIT #9: Be grateful. Give back.
DON’T TOUT YOUR CREDENTIALS
You work hard for your achievements. You have reason to be proud, and to assume others will be too. They will… but far less than you’d suspect.
Consider the research that studied the effect of expert credentials on jurors. Do jurors place “more” faith in experts with the better credentials… higher degrees, or a longer list of articles in respected publications? They don’t. They place faith in the experts that communicate the most clearly.
I would encourage you to refrain from sounding immodest in your marketing efforts, which tends to repel people anyway. More importantly… always be answering the question your clients are thinking and asking… “What have you done for me lately?”
Your credentials are important, but they’re accomplishments of the past, and reveal little about your ability to satisfy the needs of your clients and prospects.
THE BEST SALES & MARKETING PHRASE EVER
The best sales and marketing phrase of the 20th and 21st century is without a doubt… “Would you like fries with that?”
Your best prospects are your existing clients. These are the people that already trust and appreciate you, and what you have to offer.
Create opportunities to sell additional services and products that will add value to your existing network, and you’re considerably farther down the road of closing your sale and earning additional revenue than if you were to send out a thousand brochures or emails to total strangers.
HAPPY NEW YEAR FROM LOUD! CREATIVE
Tags: Branding, Brian Tracy, Business, Dale Carnegie, Harry Beckwith, Jerry Porras, Jim Collins, Keith Ferrazzi, LOUD! Creative, Malcom Gladwell, Marketing, Matthew Kelly, Michael Gerber, Patrick Lencioni, sales, Seth Godin, Zig Ziglar
First, I want to wish each and every client and reader a Happy New Year. I sincerely hope that 2008 proves to be the best and most prosperous year ever for you, your families and your businesses. I am grateful for your friendships.
For me, 2007 has been a journey filled with growing and learning. As you may already know… my intention for this blog is for it to be a
no-cost, value-add resource for you, and your business or organization. It’s here that I share from my experiences, my client’s experiences, and the various resources from which I study and read.
As you endeavor to grow and develop in 2008, I thought it seemed a thoughtful gesture to share with you some of the books I’ve discovered and studied personally… and from which I post to this blog quite frequently. I hope this is helpful. I recommend all of them.
Please feel free to leave your comments. Don’t be inhibited to call me at my office should there be anything I can do for you. Again, Happy New Year !!! Congratulations on all your successes, and may you have so many more.
Brian
BRIAN WEBB’S RECOMMENDED READING LIST
(not necessarily in this order)
ALL MARKETERS ARE LIARS Author: Seth Godin
SELLING THE INVISIBLE – A FIELD GUIDE TO MODERN MARKETING Author: Harry Beckwith
THE FOUR OBSESSIONS OF AN EXTRAORDINARY EXECUTIVE
Author: Patrick Lencioni
THE DREAM MANAGER Author: Matthew Kelly
THE DIP Author: Seth Godin
THE TIPPING POINT Author: Malcom Gladwell
E-MYTH REVISITED Author: Michael E. Gerber
E-MYTH MASTERY Author: Michael E. Gerber
DEATH BY MEETING Author: Patrick Lencioni
SECRETS OF CLOSING THE SALE Author: Zig Ziglar
THE INVISIBLE TOUCH, THE FOUR KEYS TO MODERN MARKETING Author: Harry Beckwith
WHAT CLIENTS LOVE, A FIELD GUIDE TO GROWING YOUR BUSINESS Author: Harry Beckwith
GETTING REAL Author: 37 Signals
HOW TO WIN FRIENDS & INFLUENCE PEOPLE Author: Dale Carnegie
ADVANCED SELLING STRATEGIES Author: Brian Tracy
THE FIVE TEMPTATIONS OF A CEO Author: Patrick Lencioni
NEVER EAT ALONE Author: Keith Ferrazzi
GOOD TO GREAT Author: Jim Collins
BUILT TO LAST Author: Jim Collins & Jerry Porras
SLICED BREAD AND OTHER MARKETING DELIGHTS
Alright. You might already know that I am a fan of Seth Godin… a bestselling author, entrepreneur and marketing expert. I was just watching Godin’s presentation at the famous Ted Conference, which is held annually by some of the world’s greatest thinkers, doers and communicators… that speak on topics ranging from technology, entertainment and design, to business, science, culture, arts and global issues.
I was about to post some inspiration and information from my find… but I thought you’d enjoy experiencing Seth Godin’s presentation for yourself. Trust me… if you aspire to market your business, service or product more effectively and with greater impact… then you’ll definitely find that the 17 minutes of your time it takes to watch this video to be worth it. Seth is funny, engaging and illustrative in his communication style. I’d be curious to hear your thoughts. If you like it, post a comment… but if you don’t like it or if you disagree… then still post a comment.
GOD BLESS AMERICA
Tags: Business
Even the best business leaders tend to suffer from service myopia. We all believe that our business, and the quality of our service is great, and better than it really is.
We all can… and must… get better.
Americans “are” what they “have.” Americans live with abundance. This abundance has shaped our sense of ourselves. We passionately behold our nation’s foundational principle that “All men are created equal.” Allow one of your clients to feel as though they’re not the most important client you have… and you’ll lose them for certain. We Americans, (your prospects) feel special, and you had better treat us like it. Social scientists have even identified and named this mindset as “American Exceptionalism.” We think we are exceptional.
This means your prospects and clients feel entitled. They “have” the best… they “are” the best… they “deserve” the best! Ask them… they’ll tell you. Fail your prospects or clients, and they will feel snubbed. You have disregarded their importance.
Recognize your necessity to be better than you are. Ensure that your business phone lines are answered in 2 rings or less. Return all phone calls the same day… or better yet, within an hour or two. Encourage your staff to carry and answer their cell phones when they’re away from the office. Check in with your clients from time to time, with no agenda of selling them something. Let your clients and prospects know that they are special. They’ll be expecting it.
FAIL FORWARD IN 2008
Tags: B.C. Forbes, Business, Colin Powell, Henry Ford, Inspiration, Leadership, Michael Jordan, Ralph Waldo Emerson, Richard M. Nixon, Thomas Edison, Winston Churchill
Why is failure considered to be such a negative term? Fear… that’s why. We’re afraid of losing our money, our ego, our pride and our credibility. It’s been said… “To be more successful in life, we need to double our rate of failure.” Seems oxymoronic… right?
We simply can’t succeed without failing. Consider this true story. A successful manufacturing executive; while leading his $400 million company, recently stepped into a staff meeting… and commenced sharing one of his biggest and most embarrassing failures. He then challenged his staff, by laying 2 one hundred dollar bills on the table. He said… “Anyone who can share a failure bigger than mine, will win this $200.” Well, the first meeting was a flop. Nobody spoke up. They were too afraid of being shamed and embarrassed.
At the next monthly meeting… they were able to break through that fear barrier. He ended up awarding that $200 to one of his staff who so bravely shared one of her most colossal failures. From that second monthly meeting on… he was never left with his $200 on the table. Since that moment… his manufacturing company continued to be more and more successful… quadrupling their gross sales every year.
Failure is not a crime. Failure to learn from failure… is the crime.
As you approach 2008, I hope you’ll find some of the following quotes as educational and inspirational as I did.
THOMAS EDISON: “The successful person makes a habit of doing what the failing person doesn’t like to do.”
WINSTON CHURCHILL: “Success consists of going from failure to failure without loss of enthusiasm.”
RALPH WALDO EMERSON: “Men succeed when they realize that their failures are the preparation for their victories.”
B.C. FORBES: “History has demonstrated that the most notable winners encountered heart breaking obstacles before they triumphed. They finally won by their defeats.”
HENRY FORD: “Failure is the opportunity to begin again, more intelligently.”
RICHARD M. NIXON: “Defeat doesn’t finish a man–quit does. A man is not finished when he’s defeated. He’s finished when he quits.”
COLIN POWELL: “There are no secrets to success. It is the result of preparation, hard work, and learning from failure.”
MICHAEL JORDAN: “I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life… That is why I succeed.”
IT’S THE ECONOMY STUPID
Tags: Bloomingdales, Branding, Business, James Carville, Marketing, Nieman Marcus, Wal Mart
James Carville said… “It’s the economy, stupid,” and helped to win the presidential campaign for Bill Clinton. This campaign relentlessly focused on the economy… and the results? Well… you know the rest of the story. Bill Clinton was the “economy” candidate. Focus won. Clinton won.
Here’s another example. Sears used to be America’s department store. Now… they’re a casualty. Consider their competitors though…
NEIMAN MARCUS – Stuff to die for.
WAL MART – Good stuff so cheap you won’t believe it.
BLOOMINGDALES – Shopping as entertainment.
Sears focused on everything, and ultimately nothing. If you do not have a focus, you may soon not have a business.
FOUR OBSESSIONS OF AN EXTRAORDINARY EXECUTIVE
I’ve recently completed the book… The Four Obsessions Of An Extraordinary Executive, by Patrick Lencioni. I’d give this book 3 out of 4 stars, and I recommend it to you. As always, Patrick makes his point in the form of a fable. This time, the fable is about 2 competing consulting firms that headquarter in the same town.
For the sake of brevity, I thought I’d summarize what Lencioni advocates as the 4 obsessions.
OBSESSION #1: BUILD AND MAINTAIN A COHESIVE LEADERSHIP TEAM
It’s always about the team, right? Lencioni points out that without obsession 1, the rest doesn’t really matter. It’s crucial to cultivate an environment of trust throughout your team… real trust. He advocates vulnerability, and a loyalty to the company and each other, no matter what.
OBSESSION #2: CREATE ORGANIZATIONAL CLARITY
Without clarity, confusion and hesitation invade any organization. What are the mission, values and priorities of your organization? Why does the organization exist? What difference does it make in the world? It’s important to avoid the temptation to “market” these items like a slick campaign. It’s a lifestyle from the top… down.
OBSESSION #3: OVER-COMMUNICATE THE IDENTITY AND DIRECTION
You can’t say it enough! Andy Stanley once said that “Vision is like a bucket with holes… they both leak.” It’s imperative to discuss, promote and demonstrate the identity and direction of your organization, in what might seem like excessive doses to your team. Create a strong sense of common purpose and direction that supersedes any departmental or ideological allegiances that your team may have. It’s as simple as 1, 2, 3… 1. Repetition, 2. Simple Messages & 3. Multiple Mediums.
OBSESSION #4: REINFORCE ORGANIZATIONAL CLARITY THROUGH HUMAN SYSTEMS
Communication alone will not reinforce clarity. There are 4 primary human systems that serve to institutionalize an organization’s sense of clarity.
1. HIRING PROFILES: Look for candidates that will fit within the organizational culture. Ask the right questions, and avoid making costly hiring mistakes that sometimes take months and years to correct.
2. PERFORMANCE MANAGEMENT: Help your employees to identify opportunities for growth and development. This system should be customized to provoke meaningful discussions between managers and employees about relevant issues they’re dealing with on a daily basis.
3. REWARDS & RECOGNITION: Reward and recognize your team as they consistently and successfully exhibit behaviors and actions that support and align with the direction, values and success of the organization. These not only provide incentives for your employees to exhibit the right behaviors, but they also serve as a high-profile means of promoting the values themselves.
4. DISMISSAL: It’s crucial to only have those on the team that are truly on the team. You don’t want the right person on the wrong bus. Don’t allow one apple to spoil the rest. Act fairly, but quickly.
HOW DO YOU GROW?
Tags: Business
How many of you have recruited the services of someone, only to be grossly disappointed by the poor results of that service provider? You thought to yourself… “If this guy only had a clue.” They repeatedly dropped balls… or simply failed to meet their promises. What did you do about it?
Probably very little… maybe even nothing. Did you let them know how bad your experience was in working with them? Not likely. You; like most others, didn’t want to get involved in a prolonged discussion or heated debate… and you definitely didn’t want to offend them.
So how do you suppose this company handled their next project with their next client? THE VERY SAME WAY.
Frequently, friends, clients, and sometimes… even family won’t tell you what you’re doing wrong. So, how do you go about improving your service?
Ask.
THE POWER OF NAMES
Tags: Apple, Branding, Braun, Business, Namelab, Propel Water, The Cheesecake Factory
I can’t even remember how many instances in which a prospect shared with me, that the reason they called us… or selected our company to call from a list of our competitors… was sheerly because of our name. They just had to find out more about LOUD! Creative Group.
“I saw your company listed in the Houston Business Journal, and I had to find out more about the company with a name like LOUD! Creative Group.” said a recent prospect.
Why do Fortune 500 companies pay over $35,000 for a name? Because names make a company’s first impression. First impressions are crucial, and convey much of the little information about you that the prospects have.
Think about it for a moment… It’s not a gear shift… it’s a “Magnesium Paddle Shifter.” It’s not just water… it’s “Propel Fitness Water.” It’s not just a family diner… it’s “The Cheesecake Factory.” It’s not just an electric razor… it’s the “Braun Contour.” It’s not just hand soap… it’s “Tranquil Mint Aromatherapy.” It’s not just a personal computer… it’s a “Quad-Core Mac Pro.” Clearly I could go on and on, but I think you’re getting the point. Whether you’re naming your company, your organization, your service or your product… names matter.
In his book; “Selling The Invisible,” Harry Beckwith articulates this very well. He suggests that you put your name to the “Information Per Inch” test. How much valuable information per inch does your name imply?
A wonderfully named San Francisco based company perfectly illustrates the “Information Per Inch” principal. “NameLab”, a company that specializes in naming products. With lighting speed, NameLab’s name suggests the company takes a near scientific, analytical approach to developing names… something distinct in its industry.
Beyond that… the freshness and slight whimzy of the name also suggests the companys capacity for creative, right brain thinking. “NameLab” conveys a powerful double meaning to its prospects… with an excellent information per inch ratio…
Ask yourself… If you needed a name… Whom would you call first… Names Inc., The Name Company, or NameLab?
A week later… which comany’s name would you remember? Give every name you consider… the “Information Per Inch” test.
WHAT IS YOUR BUSINESS EXIT STRATEGY
As you know, I am a huge advocate of E-Myth Worldwide. In their recent newsletter article, they discuss the importance of an exit strategy for your business. I thought I’d share it with you.
Before I do, you should know that E-Myth Worldwide is conducting a Virtual Tele-Training Seminar on “Docmenting Systems” for your business. This seminar is to be held, December 6th, 2007, from 10am PST to 11am PST. The cost is only $179.00… a worthy investment into your business, and ultimately, your sanity and success. We are signing up, and I’d highly recommend that you consider doing the same. Without systems, your business will never be efficient, nor will it ever be franshisable. It’s all about systems!
WHAT IS YOUR BUSINESS EXIT STRATEGY?
It was Benjamin Franklin who said “By failing to prepare you are preparing to fail.”
If you’ve read E-Myth Revisited and E-Myth Mastery… you’d know that it’s important to be planning for the ultimate sale of your business. You need to have the end in mind… or else there will be no “end.” The sale of your business is supposed to be the final chapter of your business.
E-Myth Worldwide recommends that you design an exit strategy before the market is awash with businesses for sale. Perusal of the popular press turns up numerous articles on this coming tide, as do web searches on terms like “boomers selling their business.” The approaching events are clearly on the radar of mergers and acquisitions firms and financial advisors.
PriceWaterhouseCoopers found that half of US business owners plan to sell in the next decade. Another source expects 40% of family-owned US businesses to sell within five years.
Whether it’s this year, or 5, 10, 15 years from now… Do you have a plan? Do you have any strategies and tactics in place as it regards the sale of your business? Do you know what’s necessary to sell you business. If not, start thinking about it now.
DO YOU REALLY KNOW WHAT YOU’RE SELLING?
Tags: Business, sales, Sam Walton, Starbuck's, Wal Mart
What are you really selling? People in the fast food business used to think they were selling food… then they realized they were really selling an “experience.” Does Starbuck’s sell “coffee” or “community?”
Most companies think their clients are buying expertise. Here’s a tip: Your expertise is assumed… but your client (customer, prospect, guest, patron, patient, student, church member, etc.) will evaluate your service by the quality of relationship they have with you, your team and your business. This is where so many businesses and organizations fail… right here!
Sam Walton once said… “Hit’em where they ain’t!” Service businesses are first and foremost about relationships. Winning is a matter of feelings… and feelings are about personalities. Be professional, but more importantly… be PERSONABLE.
What are you really selling? Relationships.