Why Your Company is not Considered Unique
May 7th, 2010Some of you may have read the title and said “wait a minute, my company is unique”. Many companies do not have a meaningful unique value proposition; even if they do they do not know how to effectively communicate it internally and externally. They also do not understand how to utilize the tools of marketing and capture the benefits.
If you will, please look and read your current company brochure, your main piece of marketing material that is used by your sales people, the latest ad you placed in media or your best letter or email that is sent to prospects and customers. Now please write down exactly what makes your company unique as a result of your reading these items. Then ask several people to review them and provide you with the same information….exactly what they feel makes you unique from this information. Compare that with your statements. Is there a gap or was it the same?
Making sure that you are communicating exactly what makes your company unique is vital to your overall success. Here are five things that will help you accomplish this goal. They are:
1. Define exactly what makes you special. Then create words, phrases, and sentences that cement this in others minds. You must provide your customer or prospect with a reason to buy from or do business with you.
2. Learn how to say it in less than 30 seconds. Using your unique value proposition, develop a way to say in 30 seconds or less because that is all the time you have to gain attention. A 30 second commercial is the answer to the question of “what does your company do”? It begins with an introduction of your name and company followed by the creation of what I call an IGI or Interest Generating Idea. This represents a way to talk about your company in a way that others will find interesting and gain attention which is the goal. Then because the IGI gained attention you will need to create two key points to provide further information in support of the IGI. Last, develop a strong closing to include a probe for a need or at least an opportunity.
Develop a 30 second commercial for your company and then develop one for you, including your position or job. Each employee should develop a commercial as well. What does this do? Having all employees in a company being able to effectively communicate what the company uniquely does and what they individually do will help to build professionalism and consistency of which builds image and brand.
3. Create your story in a clear, concise, and compelling fashion. You can never tell your customer or prospect everything there is to tell about your company. You need to design three to five well-articulated messages to market your company. These messages can be used interchangeably to tell your story. This is necessary because you have no idea where the prospect or even the customer is in the buying process.
4. Explore and understand the buying process. Since today’s consumer begins with a need or want and seeks information about that product or service, they turn to the Internet, talk on social media venues, check with neighbors, friends, and family to help narrow their selection. At the time when they are ready to seek the product or service, will they remember you and your company? There are so many marketing messages delivered today that the consumer does not really see or hear many of them. Your message has to stand out—be unique.
5. Using “neon” words are key to having your message stand out. What are neon words? They are words that your customers have used when doing business with you. They are words prospects have spoken about the perceived benefit or your product or service. Listen to your customers and prospects and gather those words that cause their eyes to shine and sparkle, their voice to rise with excitement. They have experienced the benefits of doing business with you and your product or service. Soon you will have enough neon words/phrases to utilize them in your marketing messages and all the “touch points” or ways in which you touch your customers and prospects.
Consistency is the key to developing a strong image and brand. Make sure that all your marketing messages, 30 second commercials, social media sites, websites, eblasts, newsletters, brochures and every way that you communicate with your customers or prospects creates the unique story.
Your goal is to make your company unique; using these techniques will help you achieve it!
Until next month,
Nyda
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