I've been working hard on crafting my standout marketing message. In fact, a few weeks ago I wrote a blog post about whether I should re-brand and hone my marketing message. In the process of thinking about how to sharpen and refresh it, I've asked myself over and over again what I offer that is unique, stand-out, and different. This is the KEY to successful branding and is the basis for your marketing message. One of my own mentors calls this your “Johnny one note” – the thing you sing about over and over again, your “om.” Your brand promise.
How to get at your standout marketing message.
Sometimes, if you can teach or consult or coach in more than one small niche (like me) it's hard to pick that Johnny one note. But pick you must! So I thought I'd ask you a series of questions today that will help you get at that unique, wonderful, magical thing you do. That thing that you would say you deliver every time. That special thing you promise a prospect she will get from you. Some of these phrases I've heard from others – where I can remember who said it, I've added that.
My fellow Nashvillian Dan Morris asks “What makes you awesome?” Write that down!
My Canadian friend and brand-maker extraordinaire, Adam Haroun, asks “What is your one good reason?” Now, that's more about the WHY you do what you do. But it also helps shine a light on what you do. Write your one good reason down.
My colleague Michael Port, who The Wall Street Journal calls a “marketing guru,” asked me the other day to make a 10 second video answering the question “What do you stand for?” Can you say that in less than 10 seconds? Write it down!
I've sometimes asked clients “what do you do that doesn't even feel like work, you love it so much?” What comes to mind?
A friend of mine who wants to leave a legacy for the next generations often asks me, “What lasting difference do you want to make?” Can you write that down?
Do you stand out from the big blue ocean of everyone else?
Whatever you do in your business, your marketing message must be crystal clear and showcase your uniqueness. Some marketers call this your “blue ocean strategy.” What does that mean? Well, if you look out over the vast blue ocean when you're at the beach (like I do every morning) you quickly notice anything that pops up out of that blue ocean. You see the sameness of water and waves, but you NOTICE what pops up out of the water, right? People say “look, a boat” or “wow, look at the porpoise” or “did you see that fish jump?” You have to be that one business that sticks out of the blue ocean of everyone who also does what you do. What's your blue ocean strategy?
My marketing message.
For me, I help business owners sharpen their confidence and courage so that they can keep and grow their business and develop the life they most want for themselves and those they love. Why? Because lots and lots of biz owners are great at what they do, but they are not confident about marketing, don't have the knowledge they need to figure out a business strategy, and lack the courage to work it consistently and with focus.
When we do not have confidence and courage we start to slack. We find excuses. We find insurmountable obstacles. We get too tired to focus. All that stuff – ALL of it – is a lack of confidence, knowledge and courage. I find the spaces in my clients where those are lacking, and then I teach the specific tools that person needs to master so that they can market with success and courage, and get work consistently.
See, I believe that if you give someone the tools she didn't have, she will set out to use those tools. Why? because she gets total confidence and courage from knowing exactly what she should be doing, why she's doing it, and how to do it. Confidence and courage and right tools. That's what I teach to my clients.
So that's me. What is YOUR “Johnny one note?” Please share it below, I'd love to hear!
And guess what – if you need help figuring this out you can meet me (along with my friend and colleague, dream interpreter Paula Scardamalia, for a one-day workshop coming up February 6th. Check it out at this link. And be sure to leave your standout marketing message for me below, too!