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Atricle Dump - Creating Your Niche & Brand - Part 3
Many consumers have been burned so many times after buying products or services that they do not trust the customer service promises of salesmen anymore. Of course the salesmen work on reassuring the customer while at the same time thinking to themselves; why am I working here, no one trusts these products or this company?The customer often has to be convinced in advance that your company will back up the products and services it sells in the market place or they w
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you
Imagine for a moment that you get a call from a good friend…They invite you to dinner to discuss something “very important”. You have no clue what this “very important” subject is, but they’ve peaked your curiosity and accept their invitation. You have other things to do but are dying to know what’s so darn important that they’re willing to buy you dinner. After all, this friend is the biggest penny-pincher you know, they never buy you anything, let alone dinner!
The glue that connects your brand to your niche, and differentiates you from your competition, is your Unique Selling Proposition or USP.
Your USP is your brands mouthpiece that articulates how your product is uniquely positioned to solve the problems experienced by your niche. Without a USP your marketing statements to your niche are vague, unappealing, unsubstantiated, uncompelling and ambiguous.
Your USP is simply the single most unique strength or benefit your business has to deliver that is exclusive to you and paramount to your niche market.
Your USP should be strong and self-evident like Federal Express – “When it absolutely, positively has to be there over night” or Dominos Pizza “Hot Pizza delivered in 30 minutes or it’s FREE.”
Michael Port a world renowned Life Coach has a USP that states “The Coach to call when you are tired of thinking small.”
Your USP is always external. It tells your niche why they should buy from you.
Let us pose a scenario for you. Put yourself in the position of this person…
…You are a 49 year old business owner that’s been self employed for 20 years and is starting to wonder if there’s a way to get more enjoyment from life and spend more time with your growing family without jeopardising the future of your business.
…You come across 2 advertisements, one above the other for coaching. The headlines are:
The First is:
Grow your business with Business Coaching
The Second is:
ATTENTION BUSINESS OWNERS AND EXECUTIVESAchieve greater work-life balance within 4-weeks with one of Australia’s most trusted specialist business coaches…
Which one are you going to respond to?
This is an excellent example of how the second coach:
1. Has identified a niche market.
2. Understands the challenges faced by his niche market.
3. Has positioned himself as an ‘expert’ to assist overcome the challenge.
4. Has built a brand through the articulation of his Unique Selling Proposition.
5. Left no ambiguity as to how he can assist.
The second coaches brand can be even further substantiated and endorsed by:
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you
Franchising is perhaps the easiest way to have your own business nowadays. With enough capital, you can have your business set up in just months. This is compared to the length of time that you will spend when you are putting up your own business.This is because with a franchise, you don’t have to develop your own product and create your own system. All you have to do is to find the people that will serve as your manpower and then manage the business. The franchise
Your USP should be strong and self-evident like Federal Express – “When it absolutely, positively has to be there over night” or Dominos Pizza “Hot Pizza delivered in 30 minutes or it’s FREE.”
Michael Port a world renowned Life Coach has a USP that states “The Coach to call when you are tired of thinking small.”
Your USP is always external. It tells your niche why they should buy from you.
Let us pose a scenario for you. Put yourself in the position of this person…
…You are a 49 year old business owner that’s been self employed for 20 years and is starting to wonder if there’s a way to get more enjoyment from life and spend more time with your growing family without jeopardising the future of your business.
…You come across 2 advertisements, one above the other for coaching. The headlines are:
The First is:
Grow your business with Business Coaching
The Second is:
ATTENTION BUSINESS OWNERS AND EXECUTIVESAchieve greater work-life balance within 4-weeks with one of Australia’s most trusted specialist business coaches…
Which one are you going to respond to?
This is an excellent example of how the second coach:
1. Has identified a niche market.
2. Understands the challenges faced by his niche market.
3. Has positioned himself as an ‘expert’ to assist overcome the challenge.
4. Has built a brand through the articulation of his Unique Selling Proposition.
5. Left no ambiguity as to how he can assist.
The second coaches brand can be even further substantiated and endorsed by:
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you
You see them when you enter hotels, motels and businesses of all types. I'm talking about floor mats with an imprint of the the business' custom logo. They serve a practical purpose. They provide a method for the customer to remove dirt and moisture from their shoes, thus avoiding slips and falls. They also remove dirt at the entrance to your building that would otherwise be spread throughout the building. Additionally, they add a touch of class to the interior entrance a
…You come across 2 advertisements, one above the other for coaching. The headlines are:
The First is:
Grow your business with Business Coaching
The Second is:
ATTENTION BUSINESS OWNERS AND EXECUTIVESAchieve greater work-life balance within 4-weeks with one of Australia’s most trusted specialist business coaches…
Which one are you going to respond to?
This is an excellent example of how the second coach:
1. Has identified a niche market.
2. Understands the challenges faced by his niche market.
3. Has positioned himself as an ‘expert’ to assist overcome the challenge.
4. Has built a brand through the articulation of his Unique Selling Proposition.
5. Left no ambiguity as to how he can assist.
The second coaches brand can be even further substantiated and endorsed by:
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you
Certain digital protocols influence the outcome of a modern job search. Since the exchange of vital hiring information is often performed using online and other digital communication devices, it’s more important today than ever before that a serious job seeker use good digital manners – known as ‘netiquette’ – to adhere to the norms of courtesy that have become expected by employers and other workers who routinely process many job seekers.Good manners are almost al
Which one are you going to respond to?
This is an excellent example of how the second coach:
1. Has identified a niche market.
2. Understands the challenges faced by his niche market.
3. Has positioned himself as an ‘expert’ to assist overcome the challenge.
4. Has built a brand through the articulation of his Unique Selling Proposition.
5. Left no ambiguity as to how he can assist.
The second coaches brand can be even further substantiated and endorsed by:
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you
“Every failure is a blessing in disguise, providing it teaches some needed lesson one could not have learned without it. Most so-called Failures are only temporary defeats.” - Napoleon HillDoes downsizing really hurt an organization or is it ‘hype?’ Federal leaders need to carefully consider their response. Was it just another fad in corporate America? Let’s review. In the quest for profit in the 90s, many businesses lost focus on the importance of
- An offer of a free report;
- A link into a free communication program that maintains contact and adds value;
- Testimonials and endorsements by peers of the prospect;
- Building some quantitative guarantee.
And yet sadly, how many coaches use the tombstone headline style of Coach 1? We’d suggest 99%. No wonder prospects find it difficult affiliating with the coach’s service.
Summary
In summary, to be effective at this early stage of your marketing development, you must first:
1. Intricately know and understand the challenges and needs of your target market.
2. Identify and validate a worthwhile niche based on your knowledge of point 1.
3. Develop your brand to be congruent to the desires of your niche.
4. Articulate your brand and service to your niche through a highly compelling USP.
This article is an abstract from the Ultimate Coach Business Development Program, a comprehensive 24-month eCourse designed to walk coaches through the process of building flourishing businesses. If you'd like to learn how you can access the entire program email us at info@lcia.com.au.
© Life Coaching Institute (Aust). If you wish to republish or reproduce this article, please include this information in the end of the article. For more information about the Institute – please visit www.lcia.com.au/lz.
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