One of my clients invited me out for a fantastic night of comedy. Prior to the event, he held a private function that was attended by many successful business men and women. As I was making my rounds, I heard one person after another blow the most powerful marketing tool they have….their talking logo! This opportunity crops up everytime someone asks you the almighty question, “so what do you do?”
Before any other marketing tools like advertising, direct mail, your website or referrals will have an impact on your business, you’ve got to uncover and communicate how your business is different from every other business that says they do what you do.
You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients. In other words, you’ve got to create and bring to life a powerful personal marketing message.
The following is a great exercise that allows you to create a marketing based answer to this very important question:
“What do you do for a living?”
Like a traditional printed logo, a talking logo allows your company to communicate verbally the single greatest benefit of doing business with you. It should quickly communicate your company’s position and force the listener to want to know more.
How do you create your talking logo?
Think about your clients or potential clients … they want to know what’s in it for them. Don’t just tell them what your company does, tell them in a way that matters to them.
“I’m in the insurance business.” “I’m a painter.” “I’m a computer repair specialist.” The only thing this type of response will get you is, “That’s nice.”
A talking logo grabs your prospect’s attention. Your talking logo is created in two distinct parts. Part 1 addresses your target market, and Part 2 zeroes in on a problem, frustration or want that market has.
Here’s the pattern: 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 that you know your marketing has.
You know you have a great talking logo when a person hears you deliver it and immediately says, “Really, how do you do that?”
You must be equally prepared to answer this next question. Once your prospect says, “Tell me more,” you need Part 2, and that is when you tell them how you plan to solve their problem.
By understanding your positioning and your target market and then communicating it through your talking logo, you will be miles ahead of most of your competition and well on your way to generating referrals and leads from anyone you meet.
Source: Hubspot
Posted on January 25, 2011 in Advertising & Promotions, Article Library, brand, Cidnee Stephen, Duct Tape Marketing, logos, marketing ideas, Professional Services, promotional plan, Service Based, Small Business Marketing, Social Media, speaking tips, Strategies for Success
