1. Why did you hire us in the first place?
2. What do we do that others don’t?
3. What’s missing from our industry as a whole?
4. What could we do that would thrill you?
5. What do you find yourself simply putting up with in this industry?
6. What would you do if you owned a business like ours?
Many times you can find a unique position to claim by simply discovering gaps that no one else is filling. Study your competition as thoroughly as possible to see if you can find opportunities to stake your claim.
connecting with that great cause can become the drive to play the game at the highest level.
You can prove that tax preparation can be fun. You can empower anyone to buy a home. You can make your customers so overwhelmingly thrilled they will refer their friends and neighbors willingly. You can ensure that no one will ever be afraid to go to the dentist again.
What if you could actually connect your beliefs and values to your reason for being? Would that provide motivation to do more? Would that start to feel like more than a job?
what do you do for a living?
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).
” You are here to solve a problem. ”
Part 2 works. Again, the architect—“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, making sure you get to that first pay request fa
“What you do for a living” statement you created earlier. What is the chief benefit of doing business with your firm? What words or ideas can help you easily communicate your difference?
Marketing Purpose Statement:We want to be the architect that shows builders the only way to work with architects indesign/build contracts.
Talking Logo: We help design/build contractors get to the first pay request faster.
Core Message: “The Contractor’s Architect.”
Marketing Purpose Statement: We want people to know that we treat window cleaning as a profession, that our people are true professionals who treat the homes they enter as they would their own.
Talking Logo:We help homeowners see a better world.
Core Message: “Your Pane Is Our Passion.”
Create Products and Services for Every Stage of Client Development
Drawing Review – Virtual BIM and inputs
Vendor Management – Follow Up report
Newsletter – PMC term, and it would be a good thing…
* Repeat Clients
* Automatically qualifying your prospects
* Gaining their permission to allow you to market to them
* Offering a low barrier or trial product/service
* Focusing on over delivering on the purchase
* Moving the client to other opportunities or levels of service
* Generating word of mouth or referrals
Free marketing material
* 10 Things You Must Know Before You Hire a Roofing Contractor
* Tax Slashing Secrets of the Rich Revealed
* 7 Simple Steps to Building Your Own Greenhouse
* 12 Ways to End Back Pain Now
* How to Cut Your Software Training Costs in Half
Write a book on project management ?- To show yourself as expert in the infrastructure field.
Create a map, or brainstorming or mind maps of doing things.
Map every point of customer contact and look for holes in the hourglass.
No one likes to be sold anything, but they do love to buy.
* A statement of a challenge, frustration, or problem that your target market experiences
* An image of what life is like when the problem is solved
* How they got here in the first place
* A path for them to follow
* A directed call to action
Your cause can be grand or it can be humble, but find it and you will be much more prepared to market your business, run your business with passion, and hire people who support the cause and help improve and realize the vision for your business. Great causes possess the power of attraction.
• A sales call: Our Two-Step Internal Seminar
• Your guarantee:White Glove,We-Don’t-Rest-Till You’re-Happy-System
• Your service call: Annual ROI (return on investment) Guarantee Evaluation
• Your customer service: Postsale Satisfaction Check-up
• Your delivery of a service: Ten-Point Value Implementation Process
• Your referral process: 100 Percent Refund Process
• Your customer loyalty tactic: Birthday Surprise Bash
The telephone is often the portal to the prospect world for the small business. Everyone who answers the telephone for your organization should be trained to do it in a manner that represents and communicates your Core Message. This may require a script, practice, patience, and a zero tolerance policy, but it’s that important.
Step One: run ads that offer the reader a free report, sample, or something of high perceived value.
Step Two: send the report to all who respond and market to this group like crazy.
* The Secrets of Hiring a Roofing Contractor Without Getting Burned
* The Legal Tax Cuts Your Accountant May Not Even Know About
* 101 Ways to Get More from Act Software
* What Your Pediatrician May Not Be Telling You about Car Seats
* 10 Surefire Methods to Help You Evaluate Your Auto Mechanic’s Ethics
* How to Buy Everything at 50 Percent Off
* How to Squeeze Every Drop of Value from Your Attorney
* Professional Mover’s Secrets to Packing Your Household Possessions So Nothing Gets Damaged
* 10 Must-Know Health Tips for People over 40
* How to Be Sure You Pay the Absolute Lowest Health Insurance Premium
* 10 Things You Must Know Before You Lease a Car
* How to Create a Flood of New Business in 7 Simple Steps
State the problem. Let the reader know up front that you realize the problem they have and you understand the frustrations they are going through.
Stir up the problem. Draw a picture of what this problem is likely costing them in terms of money, time, frustration, or status.
Paint a hopeful future. Begin to reveal what life could be like or what it is like for some others like them.
Outline a solution. Show them that you have an idea how they can get relief. Layer on the benefits of your solution.
Answer objections. Address the objections that you know your prospects have posed in the past.
Make an offer. Offer your free report, workshop,CD, or other free or low-cost information product.
Create a call to action. Tell them why and how they should contact you to get this offer.
How to generate more PR ? – Needs to work out.
People Love to Give Referrals
• If you read a book that you loved, write the author and tell them so. (Almost all authors have blogs these days too.)
• If you liked a product, write someone in the organization and offer your testimonial.
• If you find a particularly well-written article in a magazine, write the author and comment on the topi