Need to differentiate yourself in marketplace
Get every person in the company rowing in the same direction
Your brand is diminished
Every day during every conversation, multiplied by every person
How are you different and therefore better than your competition?
Describing is not branding: the more you describe, the more you sound more like your competition
People can only remember a couple things about what you do
Conversation dynamics
Context: positioning context increases the value of commonly offered products or svs: example: Gentle Dental
Bring context to everything you do
Want people to say: Tell me more
Managing Interactions
* Your conversations are rated between differentiation and sameness
* Have to grab attention immediately
* Think about which of your services you want to highlight, pick 1 or 2 concepts
* It should only take 5 seconds to tell it
* If it doesn’t differentiate, delete that detail
Related posts:
- Verbal Branding with Stephen Melanson at New England Expo for Business, Part 1
- John Cass at ideaLaunch “Marketing with Corp blogs: Customers are willing to talk if you’re willing to listen” Part 2 at New England EXPO for Business
- “Content is more important than ever before” Jonathan Kranz at New England EXPO for Business
- Effective e-Books step-by-step by Jonathan Kranz “Writing Copy for Dummies” at New England EXPO for Business
- “Your website should be like a party: When people show up offer a drink — “Copywriting for Dummies” author at New England EXPO for Business
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