John Jantsch has released ‘Duct Tape Marketing’ Newsletter June 22. issue. Read Jantsch’s latest article in this issue titled “How to Create a Powerful Personal Marketing Message”.


John Jantsch has released ‘Duct Tape Marketing’ Newsletter June 22. issue.

Contents

The contents of the Newsletter are:

– Resource #1 – System Workbooks – Core Marketing Message

– Main Article – How to Create a Powerful Personal Marketing Message

– Resource #2 – Hard to Find Ads – free ad sample you can swipe for free

– Resource #3 – List of Public Relations Resources

– Duct Tape Coaches – Hire A Duct Tape Marketing Coach

– Free Magazine – B to B Magazine

– Featured Reading – Waiting for your Cat to Bark – Bryan and Jeffery Eisenberg

– Featured Listening -12 Gardens Live – Billie Joel

Article

John Jantsch’s latest article is reprinted here.

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How to Create a Powerful Personal Marketing Message
Try this exercise to help you develop a personal marketing message that grabs your prospect’s attention.

By John Jantsch

Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, websites, referrals or blogs.

No, before any of those things will really have an impact on your business, you’ve got to uncover and communicate how your business is different from every other business that says they do what you do. You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients.

You’ve got to create and bring to life a powerful personal marketing message.

The following is an exercise that I have developed that allows you to find your message by focusing on creating a marketing based answer to one very important question.

And the question is: What do you do for a living? The answer to that question is something that I call “Your Talking Logo.”

Like a traditional printed logo, a talking logo is a tool that allows your firm to communicate verbally the single greatest benefit of doing business with your firm. A talking logo is a short statement that quickly communicates your firm’s position and forces the listener to want to know more.

The talking logo is generally played in response to the comment, “So, tell me about your firm or tell me what you do.” Everyone has attended a networking event or Chamber of Commerce breakfast where you are given a minute to describe your firm…another great place to use your talking logo. When it comes to referral marketing, the talking logo is how you communicate the value of your firm to referral sources.

How do you create your talking logo?

Remember, a talking logo must be a short statement that leaves the listener wanting to know more. Think about your clients or potential clients … they want to know what’s in it for them. Don’t just tell them what your firm does- tell them in a way that matters to them.

“I’m in the insurance business.” “I’m a registered architect.” “I’m a painting contractor.” “I’m a computer repair specialist.” The only thing this type of response will get you is, “Who cares?” or worse. A talking logo grabs your prospect’s attention.

Your talking logo is created in two distinct parts. Part 1 addresses your target market, and Part 2 zeroes in on a problem, frustration or want that market has.

You know you have a great talking logo when a person hears you deliver it and immediately says, “Really, how do you do that?”

“So, if you ask Bill the architect, “what do you do for a living?” Which do you think is more powerful? “Oh, I’m a registered architect” or [Talking Logo] “I show contractors how to get paid faster.”

Now if you’re a contractor you’ve got to know more, right? In the example above Bill has focused on addressing a key frustration that he knows contractors (his target market) have.

What about this one? “I show small service professionals how to triple what they charge?”

Do you see a pattern?

Here’s the pattern: Action verb, (I show, I teach, I help) target market, (business owners, homeowners, teachers, divorced women, Fortune 500 companies) how to xxxx = solve a problem or meet a need that you know your marketing has.

Now ask yourself, “Who wouldn’t want to know more when you heard a talking logo that spoke directly to you?” Communicating a powerful message like this will get you referral appointments too.

Now, once you get their attention with your talking logo answer to what you do for a living, it’s time to deliver the goods.

So, now they utter, “Really, how do you do that?”

You must be equally prepared to answer this supplemental question. Once your prospect says, “Tell me more,” you need Part 2, and that is when you tell them how you plan to solve their problem.

The key to this tool though, is waiting until you have their full attention with your talking logo.

Part 2: Again, the architect from above – “Well, we have developed relationships with every zoning board in the metro area and can make sure that your projects don’t get hung up by red tape, ensuring that you get to that first pay request faster.”

By understanding your positioning and your target market and then communicating it through your talking logo, you will be miles ahead of most of your competition and well on your way to generating referrals and leads from anyone you meet.

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John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide published by Thomas Nelson – due out in the fall of 2006

He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com

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*IMNewswatch would like to thank John Jantsch for granting exclusive permission to reprint this latest newsletter article.

 

 

 

 

 

 

 

 

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