Build your social media foundation with verbal branding
How many hours are you devoting to social media, and yet you clearly don’t have your Twit together. You’re connecting, liking, and Tweeting away with no recognizable position for who you are or what you can provide.
As Stephen Melanson pointed out at last week’s Newport Interactive Marketers, nearly everyone is making this crucial error. Yup, that includes me, too. But now’s your chance to do something about it.
The third Newport Interactive Marketers had nearly 50 sign-ups, and those who attended listened intently; here’s a selection of questions/comments:
- “Did you just say drop the elevator pitch? Thank YOU!”
- “This is great for job-seekers, not just entrepreneurs and salespeople.”
- “Such a simple concept, now I know exactly what to say.”
- “How do I make insurance agents seem unique?”
- “That’s a great reply that sets me apart from everybody else who does what I do.”
Now for how YOU can do it!
Key points to keep in mind when crafting your verbal brand
- Nobody cares what you do: People only care what’s in it for them.
- Offer people something that conveys differentiated value.
- You’ll need to overcome the negative assumptions/impressions of your industry.
- If I ask clients, what do they say I have achieved for them?
- Your expertise doesn’t really differentiate, so consider …
Things to consider when choosing your differentiation/positioning
- What are you better at than anyone?
- What don’t they know that would surprise them?
- What are you most passionate about?
- How are you re-creating the market? Saturn/Mini Cooper = no haggling
- What’s the gap in the market?
- What will you commit to that no one else will?
- What’s the personality of your org? What are you like to work with: aggressive, casual, mindful?
- What works and seems to resonate now?
- We’re the only ones who do …
Then formulate your verbal branding statement
- Make a list; if it doesn’t differentiate, delete that detail.
- Think about which aspect of your services you want to highlight, pick ONLY 1 or 2 concepts.
- What’s the one thing you want ppl to remember? Volvo = safety, Google = search.
- It should only take 5 seconds to tell it.
- I’m different from everyone else because …
Social media is the ideal platform to formulate and test your verbal brand
- Your statement should last no longer than 5 seconds − Stephen Melanson: “I teach verbal branding.”
- Remember only include 2 concepts (max) because that’s all people will remember
- Plan out the next 3 minutes of a conversation: It should all lead back to your original statement.
- The next step: a meeting, when you’re in the door, you can say “of course” when asked if you do what everyone’s doing.
Social Media underscores the importance of your brand essence
Truth is social media is just another tool to help build and cement relationships through engagement. How do you capture and retain my attention? How can I discern what you do? And ultimately: Are you worthy of my attention?
It’s hard work getting your Twit together! Designated Editor is currently working with a fantastic branding agency to craft content for a brand launch. But most clients merely have the ingredients stemming from traditional marketing-speak. Our value-add isn’t just great content, but building out strategy to streamline online activity: landing pages, blogs, social media.
That said, how’s this for Designated Editor’s verbal branding statement?
“Former journalists, Designated Editor converts old-school marketing into authentic engagement.”
Thoughts, insights, critiques? Extra bonus points for honesty!
Thanks again Stephen Melanson & to all the Newport Interactive Marketers who ventured forth on a gorgeous July night & see you on August 26!
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