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Atricle Dump - Your Business is a Cereal Box: Attract, then Inform
What leaders of corporations and organizations say about others can play a powerful role in the culture that their company adopts. In addition to actions, policies, and communications, companies reflect what their leaders say. This can be revealing.Take Donald Trump, for example.From all appearances, Trump seems to run a successful organization. The success of his companies, just as is the case with ANY company, has as much to do with the character of its leaders as its strategy. This character, referred to as its culture, is much more powerful than its strategy. It defines who the company is.Whe
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be aw
Current Situation:As of this writing, the MCI Board of Governors has given Verizon Communications Inc. one week to sweeten their $7.5 billion offer, otherwise they have no choice but to accept Qwest Communications’ $9.74 billion offer to purchase MCI Inc. If the Board does not receive a counter offer from Verizon Communications by May 3, 2005, then it will recommend its shareholders vote for Qwest’s offer. From all accounts (Noguchi Washington Post, 4/24/2005), Verizon is a stronger and more stable company with $71.3 billion versus $13.8 in 2004 revenue, 210,000 employees versus 42,000. Qwest carries more than $1
The lesson: Ingredient lists don’t sell cereal. Look at your business features as you would the nutritional information on a cereal box: people only look at it when they are already considering buying the box. It displays important information that needs to be communicated, but it does not answer the first questions in the client’s mind.
For service providers, marketing is a challenge: you know your service is useful and has value, but because you don’t have a physical product, the benefits may be harder to define. After all, your client will only experience what you do once they actually hire you, which they won’t do if the benefits of using your services are not convincing.
How will you, as a service professional, deal with this fact? You must communicate with your clients by being focused on their needs first.
Attract, then Inform
I notice that many of my clients put too much emphasis on what they do instead of emphasizing why their audience should choose them over the competition — or choose them at all.
Note these claims:
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be awa
There is no greater place to live and work than on the internet. Some would disagree with that statement, but there is one thing for sure, there is no better place where one can work in the comfort of one's own home, free from a tyrannical work based corporate system, and have more possibilities to make money than on this great informational super highway known as the internet.Endless possibilities, endless information, endless ways to become successful, to earn money, to do business the right way, to make new friends is all available to those on the internet.The downside, and there are always downsides to
For service providers, marketing is a challenge: you know your service is useful and has value, but because you don’t have a physical product, the benefits may be harder to define. After all, your client will only experience what you do once they actually hire you, which they won’t do if the benefits of using your services are not convincing.
How will you, as a service professional, deal with this fact? You must communicate with your clients by being focused on their needs first.
Attract, then Inform
I notice that many of my clients put too much emphasis on what they do instead of emphasizing why their audience should choose them over the competition — or choose them at all.
Note these claims:
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be aw
A career decision requires a lot of research and contemplation. You need to assess yourself and your interests in order to make the right decision, as there are many career options available today. However, if you are creative and you have a desire for a strong career option then you may give the entertainment industry a try. People have always amused themselves through various forms of entertainment and this industry has been growing exponentially. In the United States, this industry has been more about ‘industry’ and less about ‘entertainment’, as any project is a combined effort of a large number of people.The
How will you, as a service professional, deal with this fact? You must communicate with your clients by being focused on their needs first.
Attract, then Inform
I notice that many of my clients put too much emphasis on what they do instead of emphasizing why their audience should choose them over the competition — or choose them at all.
Note these claims:
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be aw
Is your current or most recent job truly what you want to do?Do you dread the prospect of coming into work every day? Do you look back on your work day as you travel home and cannot seem to find a fulfilling moment? If you answered yes, read on.You could be unhappy with your supervisor; you may not like the politics or corporate culture; or you may not like the industry you are in. You may also feel that you are underpaid, underutilized, undervalued or unappreciated. You may not have sufficient opportunities for career advancement; or perhaps you are feeling overworked. These are all common experiences
Note these claims:
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be aw
The business of construction has its highs and lows, as there are investments of equipment and tools as well as payroll for labor in today's economy. For smaller contractors the question of worth in purchasing construction estimating software comes to the drawing table.A small contracting business is one not determined by the amount of take home pay, or the number of projects one has fulfilled, rather it entails the various jobs the must be taken care of by the contractor. Smaller contractors have other areas of interest to stay on top of, such as duties of human resource, business accounting as well as estimation
What’s wrong with these claims? Absolutely nothing, if they are true. In fact, these are features your clients should be aware of. They are part of what you are offering (the “what” of your business), but they are independent of your clients and their personal concerns.
Benefits are effective in attracting people because they speak to what they can gain personally. Once you have their attention, then you can enhance your selling proposition with features. Features can close a sale, but they will usually not be your client’s first point of entry.
Your benefits should:
I vs. You
In the features list above, notice how many times “I”, “we”, “our”, “my”, and “me” are used. People are naturally concerned with their own needs first. By presenting them with a list of reasons why you are so great, you are sending them the wrong message: that their needs are secondary to what you think they should know. Don’t make the mistake of turning your marketing into a giant r?sum? of your accomplishments. Use words like “you” and “your” more often.
Be your own client
What do your clients look for? Try a little role playing: Pretend you are your own prospective client and objectively evaluate your communication material.
Ask yourself: Would I buy from myself? What would keep me interested? What am I looking for? What do I really want?
Learn from how you search the web: If you were looking for administrative help, would you be searching Google for “1
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