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!
Tiffany deSilva says
February 17, 2014 at 11:51 amGreat article, Sue! I help service-based entrepreneurs master the art of selling so that they can serve more clients, earn more money, and change more lives.
Nancy Fields says
February 14, 2014 at 7:26 amMuch more difficult than it sounds. This is what I say over and over, but it’s more about me and less about what I offer:
I design, therefore I am.
I create, therefore I am.
Back to the drawing board!
Mitch Tublin says
January 26, 2014 at 10:13 pmYou have provided people with sound advice in crafting their specific marketing message.
They would be wise to read through and follow along.
Mary Ellen Miller says
January 26, 2014 at 3:36 pmBest of luck with your workshop Sue! I know you help a lot of people craft their marketing message.
Lisa Manyon says
January 26, 2014 at 10:42 amSue,
A great post as usual. AND yes, many struggle with their marketing message, in part because many of the techniques that have been taught don’t resonate with them on a core level. That’s why I’m so passionate about what I do. You already know this but for the sake of your exercises, here’s my spiel. My mission is o give mission driven businesses (primarily women) a voice to turn their ideas into something that matters via The New Marketing Model for Success and “Challenge. Solution. Invitation.™” copywriting and marketing formula based on values, integrity and a relationship-first approach to marketing.
Marking is all about relationships and it can be done with grace and ease with just few subtle shifts!
Write on!~
Lisa Manyon
Mira Dessy, Nutrition Educator and Real Food Advocate says
January 26, 2014 at 9:45 amI teach people how to eat well to be well. That’s been my guiding principle starting with recovering my own health years ago and now helping others to do the same.
I love the blue ocean metaphor, it brings up an analogy for me, that calm blue ocean is like a calm gut for my clients and creates a peaceful [body] environment. Thanks for the imagery.
Jessica says
January 25, 2014 at 1:14 pmI LOVE the blue ocean metaphor… so true, you notice what stands out or “jumps out” when looking at the vast blue see.
My “Johnny One Note” is that I get people working in the entertainment industry. What “jumps out” about the way I do it? I tie in what entertainment industry people love- movies. So, like your metaphor of the blue ocean, I use movies as a metaphor, making dreaded business tasks fun and relatable, through movies.
Trudy Scott Food Mood Expert and Nutritionist says
January 24, 2014 at 8:20 pmGreat questions to ask ourselves and great blue ocean analogy. I can see the dolphins playing joyfully and calmly in the waves!
I educate anxious women about eating real whole food and using some pretty amazing nutrients so they can end their anxiety and emotional eating and feel on top of the world again! My clients are like the dolphins playing joyfully and calmly in the waves… next to Yvonne’s clients
Jennifer Bourn says
January 22, 2014 at 7:42 pmSue – These are great tips! Business owners don’t want to hire generalists, they want to hire specialists. So the more succinct and clear you can be with your marketing message, and the more specific you can get about what makes you unique, the better results you’ll enjoy!
Heidi Alexandra says
January 21, 2014 at 10:55 pmWow Sue – love your tips and your marketing message – my challenge to you would be to hone it down even tighter. At UQ Power we teach exactly what you are talking about as what makes you Unique is what makes you money. In my new book It All Starts with UQ Power I list a few ways you can identify your Uniqueness Quotient by looking at your values, your experience and your history because often clues started at an early age or when you started the company.
Your UQ Factor can also be:
A) a product or service you offer;
B) the way you deliver what you do;
C) the name of your business;
D) the way your business fronts up to the world;
E) the way you dress or speak;
For example I love that Medtronic’s UQ is that their products restore people to full life and health.
You can read our UQ Manifesto which outlines ours here http://www.uqpower.com.au/who-we-are
Sue Painter says
January 22, 2014 at 6:02 pmHi Heidi,
Yes, it’s always a challenge to hone it tighter, and I’m working on it. Stay tuned!!
Sue
Yvonne Ohumukini Urness says
January 20, 2014 at 7:39 pmSue, this is powerful! I especially like the Big Blue Ocean metaphor. How do I stand out in the sea of life and business coaches for women? (here comes the Johnny one note…) I help women discover their inner power through their Goddess Personality Type so they create lives that support their gifts and not their challenges. When we focus on those things that do not come easily, we live with struggle and lack. When we focus on what we’re good at, we live with ease and abundance. If you see something breaking through the water, it’s probably one of my clients, discovering her inner goddess! ♥
Sue Painter says
January 22, 2014 at 6:01 pmLove that, Yvonne. I’ll be looking for your clients popping up out of that blue ocean!!
Yvonne Ohumukini Urness says
January 23, 2014 at 10:38 amThanks Sue!