I was listening to a Podcast this morning by Lewis Howes and he was talking about branding. His point was that your message needs to be so clear that it can immediately penetrate deep into the mind of the consumer, leaving no doubt at all about what it is that you do.
If you had an opportunity to go on the Oprah Winfrey Show (when it was still around) but you only had 60 seconds to introduce yourself and your company, what would you say?
So many of us are wishy-washy and ambiguous about our businesses. “Oh, well, I sell this or I sell that”. We try to cover as many people as possible with our generic sales pitch, that we end up impressing no one.
You have to narrow your focus to a select group of people. Let’s say your preferred target audience was only 0.1% of the U.S. population. I would rather have half of those people buy from me (still around 150,000 people) than no one at all.
If I had one minute on Oprah, I would speak directly to one small group of consumers with a clear and concise message. Oh, and by the way, I wouldn’t say WHAT it is that I do (I sell BMWs), I would say what it MEANS for the person that’s buying it (BMW is the “Ultimate Driving Machine”).
Personally, owning a Marketing Company, I wouldn’t say ”I help businesses improve their marketing”…that’s boring. I’d say “I work with businesses to provide ideas and implementation. We take brands to the next level. To a place of increased sales and profitability”.
Furthermore, if I had decided that Real Estate Firms were my ideal client. The most enjoyable to work with and the most profitable, then I would substitute the word Businesses with the words Real Estate Firms. The more specific you can be the better…
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