Don’t overcomplicate pricing. When it comes to setting prices, many people get overwhelmed.
Pricing is based on many factors. Ask yourself: How are your services delivered? Hourly? One and done? In the service industry, packages are most popular. What products do you offer? How are you positioning your offer (mass appeal, high value, luxury, etc)?
Three pricing models for service businesses:
HOURLY: your client pays for your time
PROJECT: your client pays for a tangible deliverable such as a logo or a time-based deliverable such as consulting — this is the easiest price model
RETAINER: your client pays a recurring monthly amount for a specific number of hours whether used or not
Three general pricing strategies and the +/- for each:
COMPETITIVE: Charge standard industry rate, plus or minus. This is easiest to start, establish price aligned with competition and increase as your reputation grows.
+you know what the market will bear
-clients may be willing to pay more based on value and positioning
PENETRATION: price your product or service at your lowest agreeable rate to build a base of clients or consumers
+get clients quickly
-likely you will be undervalued
NEED: what you require for income (what do you want to earn, and divide it by hours for service or units sold for a product)
+you get what you need
-this doesn’t account for all time or all value
A HYBRID approach with these strategies is optimal. Determine a price for your offer or package, then discount to build your client base and get results, then reduce the discount to raise your price as demand grows. Alternatively, add value with bonuses. This keeps the price for your product or service at the highest level.
Consider who you serve and what the competitive arena of alternative solutions available to them. This will give you an indication what the market will bear and you can adjust for penetration and necessary income. It is important to price at the highest level because you can always discount or reduce, which is easier than to raise prices once established.
You are a startup looking for a VC and a VC is looking for a startup. So how do you convince a VC to take your call or meet with you? You send them a deck — make sure it is stacked in your favor.
Start by developing and refining the reasons why the VC should meet with you. Organize your presentation with most persuasive and logical order of reasons. Make sure to punctuate with visuals — simply add headlines or bold leads to your paragraph or include illustrations. And, definitely, cover the ten critical points.
THE DETAILS. Announce the name of your company, where it is located, the round, how much capital you wish to raise.
THE PLAYERS. Introduce your team. Include the expertise each person brings.
THE USP. Capture attention with your Unique Startup Proposition — what are you solving? Is this a necessity or a luxury? What is most impressive about where you are with it right now? It could be the team, the technology, the growth, etc. Get the VC excited about the possibilities.
THE POTENTIAL. Show the VC the size of the opportunity. The projected market must be large enough to provide ample return on investment. Do your homework here and make it relevant to your specific vision or solution. Complete this picture with how you stack up to beat competition. Explain how you plan to scale.
THE THING. Present your product. Whether it is a prototype or a blueprint, an app or a service, include as much detail as you have defined. Use all media that is available to portray the product with optimal clarity.
THE PLAN. Outline your go-to-market strategy. How will you approach and capture your market? What will help you build your tribe? Do you have a website?
THE WAY. Explain your business model. How will you generate and capture revenue? Online, salesforce, multi-tiered marketing? There are many options.
THE KIPs. Show the numbers. Not just a spreadsheet, include charts or graphs that quickly communicate your Key Indicators of Performance or success.
THE ASK. Yes. Ask for it. Let the VC know your needs — the money, the time, the support, the connections — and request to meet in person or via Skype to proceed with next steps.
THE CATCHPHRASE. End with a battle cry. Make it unforgettable so that whatever the decision regarding your request, your startup will be remembered.
Make sure your presentation is clear, concise, and complete with compelling information and arguments. Brand the pages in a way to give repetitive attention to your startup name, logo or other identifying feature. Prepare the narrative for your presentation, ensure that it translates with or without you. May the VC be with you.
Also published via Medium and originally created for Invest Southwest, here.
Take Action in 1 Area at a Time with These 6 Steps
There are eight key areas to self-actualization: Visibility and Voice, Relationships and Love, Purpose and Destiny, Career and Prosperity, Health and Vitality, Spirituality and Connection, Impact and Influence, Creativity and Manifestation.
Select one area and focus your intention to create a change. The other areas are affected. Success in one area leads to improvement in another.
“In order to carry a positive action we must develop here a positive vision.”— Dalai Lama
Set a Bold Intention. Break through a pattern of being stuck with focus and intention. Focus your energy from your heart. Select a specific outcome in a key area. Then, allow your mind to open and create the strategy.
Remove Inner Barriers. Identify and release your limiting beliefs. Connect with your deeper truth so you can show up authentically and realize the experience you desire.
Create from Inside Out. Cultivate your intuitive mind. Ask yourself, “If all of life organizes around my success, what do I desire to create?” Connect with your self. Allow yourself to access an inner source of knowingness. Be curious and receptive.
Generate Support. Surround yourself with people who encourage you. Create partnership. Enlist assistance.
Create Accountability. Design a project where you are accountable to something bigger than your self. Show up. Grow into every step.
Make a Commitment. Do what it takes every day. Get organized. Get training. Get going. And, as advised by Wallace D Wattles, “Do, every day, all that can be done that day, taking care to do each act in a successful manner.”
Spend time every day with your Playbook. Review your vision, contemplate your dream, feel your purpose, and list your actions. Share this process with those who support you. Let me know which area you are working in and how that work changes everything.
Positioning is a facet of the marketing strategy that aims to give your product or brand a distinct perception — relative to competing brands — in the mind of the customer. An historic campaign for Avis reflects this: “Avis Is Only №2, We Try Harder.”
In developmental stages, determine the positioning you intend for your product or brand. Research and market feedback will help you discover if it is aligned with actual consumer attitudes. If not, then marketing messages can help close the gap or change perception.
The positioning process begins with identifying a market problem or opportunity, then developing a solution — often based on market research, segmentation and supporting data. Once positioning is determined, it will help align and guide marketing efforts and business objectives. The perfume I use is the indulgent scent for pleasure seekers. Thus, the tone and manner of messages, images, events and PR are created to consistently express this in all communication.
Again, positioning is the perception of your product or brand in the mind of the customer. Perception is reality. Aim to establish the highest and best use for your brand among your audience. And, be open to emerging alternate audiences, too. Here are some examples of common positioning strategies and how they might translate in the marketplace.
DEMOGRAPHICS Place your solution among those best served by gender, age, income, area, etc. If you try to be everything to everyone, you may not appeal to anyone.
PRICE Present your solution as an affordable option with a low price point or elevate your products or services among the competition with a high price point to create a perceived value (or reflect a real value).
DISTRIBUTION The environment and locations where you sell your product communicate quality and value propositions like convenience or specialty items. Select your sales channels to align with your desired positioning.
AFFINITY Find your tribe. Those who desire to align with your proposition. Position your solution to engage group loyalty of customers with a common, personal denominator.
Positioning is how you communicate benefits of your solution to your audience. Everything from where you make your product, how you make it, where you sell it, and for how much will convey subtle queues to the market. Align positioning elements with the overt messages employed in promotions, advertising, and public relations. Ultimately, positioning is how your market sees your solution among the alternatives.
The pitch is critical to every startup. It’s your story; your identity; your compelling reason for being. And you have to get it in the strike zone in order to keep your company alive and to ensure that it thrives. Pitching your startup to investors—or to potential customers—can be overwhelming.
You have to know your stuff—your budget, your offerings, your advertising, your brand story, and more. This is your lifeline to resources. And, your future rests on the success of your delivery. To assist you to perfect your pitch, here are a few tips to get your story straight.
Know your why.
Storytelling is all the rage in advertising, and now in business branding. Sharing your story in the most compelling, powerful manner builds connection and credibility among potential customers and with investors.
Once you have your why—the reason you do what you do—it is much easier to find those interested in that passion. And, it is often said that when you are focused on your why, the how shows up and the what doesn’t matter.
Have a plan—a booming business plan.
The greatest idea in the world will not have a chance in surviving execution without proper planning. A solid business plan that clearly expresses your strategy and tactics, including how capital will be used, plans to scale the business, and reasonable anticipated growth will give an investor confidence that there will be a return on their money.
A solid plan shows the investor that you are knowledgeable about your product, the competitors, the market opportunity, the industry, and the future of your business. Reinforce your business plan with the critical details. Determine your break-even point, then customize the plan to demonstrate monthly cashflow. When the business is your baby, your pitch is especially essential to build a community of credibility and support.
Sustainability is continuous viability and longevity. It is key to obtaining funding from VCs and angel investors. It is also critcal in earning respect from industry professionals and gaining credibility among potential customers. There’s a difference between a flash-in-the-pan and an idea that inspires early adoption.
Customers and investors are savvy enough to know when a product has the potential for longevity. Everyone who will invest, purchase or support your company needs to know that you will be around for the long haul and you have a plan for how to do that successfully.
Know thy audience.
Tailor your pitch to your audience, whether itâ€™s potential investors, a sea of customers, or a panel of judges. When speaking to investors, focus on the numbers, viability, and sustainability of the company. Let them know what’s in it for them—in the short term and in the long run.
If you are competing in a startup battle, presenting to a panel of judges, focus on your business as a whole. This will be the broadest pitch you give. Don’t leave out important details when you cast a wide net. If your investors are new to the industry, be sure that you speak in clear terms—don’t lose them in jargon and acronyms. Regardless of how well a panel understands your business, remember that you are in charge of the effectiveness of your pitch. No excuses.
Rehearse, a lot.
It may seem obvious, yet people often neglect proper practice. They may feel too much practice could make them seem stiff. While actually, the more you practice, the more relaxed, comfortable, knowledgeable, and “natural” you’ll be. This gives the impression of expertise. And, the better you know your stuff, the less likely you’ll be thrown off course by questions or derailed by nervousness.
The mere thought of public speaking makes many people nervous. The good news is that presentation skills can be honed, making the experience less worrisome. Practice is the secret to elevating your skills. Create and rehearse a variety of pitches so you can readily respond in different situations. From a one-minute elevator pitch to a thirty-minute talk, preparation and practice are the keys to communicating your message powerfully.
Show your stuff.
Give your audience a reason to remember you. Create a memorable phrase or give your audience hands-on time with your product (if possible) are a couple ways to be remembered. Consider what distinguishes you and what differentiates your product. Communicate that clearly and powerfully to ensure that, at the end of the pitch, your audience won’t stop thinking about your business.
Pitching your business starts with the proper wind up. It’s about the mechanics. It is like casting a fishing line with the appropriate bait into the hungry crowd and then waiting patiently for the bobber to dip with a fish on the hook.
Take all of the advice you have studied, ask for feedback, perfect your pitch, practice, and learn from every experience to improve with each and every presentation. Hone it and own it. And know that when you simply deliver your well crafted, well rehearsed elevator pitch, you have got the room interested in what you have to say.
— A Basic Outline With Insightful David Ogilvy Quotes
Content is an important marketing tool for all businesses. It takes your message from advertising to advertorial — making the customer the star of your story. There are so many ways to show and sell with storytelling. So, get started. Here is an outline to guide you.
Topic & Working Title or Headline
Start with intention. Build a working headline to focus your efforts, and perhaps, provide a theme. Ultimately you will revise this to make sure it grabs attention and get readers interest.
On the average, five times as many people read the headline as read the body copy; when you have written your headline, you have spent eighty cents out of your dollar. — David Ogilvy
What’s the big idea? Summarize the net takeaway(s) to be addressed in your article. Write the key idea(s) you want readers to get out of reading it. Consider posing a question to engage your audience. Or make a compelling statement to pique curiosity. This is where you set the stage for your tale.
It takes a big idea to attract the attention of consumers and get them to buy your product. — David Ogilvy
Brainstorm all the things you want to deliver in the post and list them. Organize them, then group them into main idea(s). Break up your insights into sections so that thoughts are lumped together by theme. As a benchmark, create three to four sections. Expand on these. Beef up sections with some or all of the following:
how-to or directions
what worked, what didn’t work
supporting or helpful information or statistics
Then read it. Revise it. Reorganize information until it makes sense and tells the whole story in the most captivating way.
The more informative your advertising, the more persuasive it will be. — David Ogilvy
In the end, summarize the post with an actionable takeaway, promise, or benefit of the lesson or experience. Leave the reader with results they could expect. And include a call to action: do this … now.
What you say in advertising is more important than how you say it. — David Ogilvy
Include hyperlinks that would lead to more information expanding on ideas, people, or features mentioned in the blog. And, always include an image when you can. A picture is worth a thousand words.
I do not regard advertising as entertainment or an art form, but as a medium of information. — David Ogilvy
Enjoy the journey as you write your way to success. Share your self, your style, your vision in a way that attracts your tribe, one reader at a time. Create the spin to win.
Social media doesn’t have to be daunting. In fact, it can be your best sales associate and your favorite marketing tactic. The key is to focus so you don’t get overwhelmed. It all begins with your message. Here are five steps to go from strategy to scheduled for social media success.
#1 Create Your Social Media Strategy.
For your Brand, you have a strategy. Now, align that with Social Media. Determine your niche—your target audience. Consider pain points and interests; and your solution for them. People seek solutions and benefits!
Brand strategy is a long-term plan for development to achieve specific goals. It is your playbook. Goals, strategies and tactics are outlined to give you a game plan.
Your brand is not your product, your logo, your website, or your name. It is much more than that. It is tangible and intagible, purpose driven, mission focused attributes that are your reason for being. It’s a feeling that separates powerful versus mediocre brands.
Your brand strategy considers:
1. Your industry & design trends
2. Your ideal client’s desires
3. Your brand personality
Distinguish your brand — how do you differentiate yourself and speak to your audience in a way that attracts them? There are many ways to give your brand a personality. From your logo and colors to tone of voice, messaging must align with your audience while remaining consistent in delivery style. Imagine your brand talking with one customer. And then, replicate that conversation consistently in the marketplace. This is where the social media strategy comes in.
Now, create a plan for social media that addresses your target audience where they are. Design a communication and messaging strategy to deliver information that is helpful to them and of interest. Relate to other topics that they are engaging with across platforms.
Know what makes you different from your competition.
Define your target audience and the solution you provide.
Translate this to your Social Media strategy.
#2 Choose Your Social Media Platform(s).
You aren’t required to be on every Social Media platform to be successful. Pick one, possibly two to start. Avoid overwhelm!
In the beginning, fewer and BETTER is the focus. Facebook is the logical first choice for most brands. Twitter, LinkedIn, and/or YouTube are strong second choices, depending on your niche.
With Facebook, create your personal Profile then set up your Business Page. From quotes to images to video, you can dominate presence in your niche. Facebook Live amplifies the possibilites. You can benefit from low cost, highly targeted Facebook Ads to generate leads and build your list.
Twitter, Instagram, and Pinterest along with LinkedIn and YouTube are great online real estate for your message. Your strategy will assit you in selecting the one or two places to start so that you speak to your tribe and align with your message.
Develop an Editorial Plan to guide your content with purpose. And then you can repurpose the information across your social media channels. This reinforces your presence.
Create a calendar — three, six, nine, or 12 months out. For each month, brainstorm themes and then topics within that theme that would be of interest to your audience. Look at information that will establish you as the “Go To” person in your arena.
Choose themes and topics so you can weave information from one post to another. Look at the map of content so you know what you are sharing each and every day. Content can easily be “re-purposed” and used in a variety of ways, and across multiple platforms.
Now comes all the write stuff. Tailor the words to fit the channel. A blog post can be pulled apart for fodder you can upload to Twitter or Facebook. Specific messages can be developed for each channel and your audience there. If you desire assistance with this, let me know.
There are a number of ways to deliver information—your brand strategy will assist you in selecting the style(s) best suited to your message.
Photos; Infographics; Videos (Live and Native); Blog Posts and Original Articles by you; White Papers; Blogs and Useful Articles by other thought leaders in your niche who do not compete. Make Video a priority as it gets the MOST engagement!
Once you determine the style of information delivery, create your content. Outline it. Find photos and images to add impact. Consider using Piktochart or Canva to create images and infographs. Look at Notegraphy for creating impact with your words. And, find free photos and images at Pixabay.
Check in every day for 30 minutes to boost activity and interact with your tribe.
Share posts from others who attract your niche.
Define your brand strategy and your message. Choose which delivery method will be best for your message. Make a list of themes and topics of interest. Create your content. And schedule it.
Congratulations! You now have the steps required to command Social Media and dominate your niche for business awareness, lead generation, client contact, and nutured relationships that lead to SALES! For assistance in creating your content, get in touch with me.
All things fashion … did I ever tell you that I had hopes of becoming a fashion designer? In high school, I would create patterns out of newspaper and then cut fabric—dodging shag carpet fibers with the scissors—and sew while sitting on the floor. So this romp was especially interesting from the get-go.
My marketing colleague, Kim Halmekangas, and I found our way around the vendors, the fashionable, and the bar for a beverage. We took the opportunity to introduce Parisio & Co and DNA Marketing services to the startup entrepreneur designers around the runway.
Exploring the local scene and taking in the style, I gathered inspiration for scenes in future films… got great ideas for clients on the fringe of fashion (and some inspiration for a designer) … oh, and possibly conjured up a design for my dress befitting the Not Just Another Bleeped Up Love Story premiere red carpet event!
Speaking of the red carpet. Here I ran into documentary film producer, William Caple III. He was doing his magic for fashion week with the cameras and the crew. We took a moment for a heart-to-heart hug and exchanged details that we found alluring.
We talked about fashion statements — how what you wear can spark an idea, establish an alliance, create a link. And, we explored the movie-ment of Not Just Another Bleeped Up Love Story — how we all are wired for conflict and connection.
Phoenix Fashion Week introduced me to designers making their way with style! And, in the realm of possibilities, we planted seeds of interest for a designer (or three) to do the wardrobe for our film.
Then I had the honor of spending time with the remarkable Louanna Faine of Real Talk Enterprise. From a childhood of trauma to a life of peace, acceptance, and assisting others, Louanna forges ahead, “changing lives one story at a time.”
We did a deep dive about Not Just Another Bleeped Up Love Story and how the film juxtaposes day-to-day situations with the underlying belief systems, programs, and conditioning that bring people together in communion and collaboration or opposition and enmity. This love story reveals the patterns that many experience as they follow the fairy tale of falling in love, getting married, and living happily ever after… after what? Well, we just can’t wait till you see the movie!
Get ready to present to investors. For this opportunity, the elevator pitch is a key to introducing your company and grabbing attention at the start.
Dave Bittner, CEO at Beanstalk CFO Group, suggests two sentences to your elevator pitch. Investors need to know how to compare you to other startups they work with and other companies in the marketplace. Your elevator pitch places you in their mind. This is the set up and it is an opportunity to position your startup for play.
With these two sentences, you provide investors with the critical outline of your business.
Sentence 1: We sell _____ (product or service deliverable) to _____ (target market) who want _____ (benefit).
Sentence 2: Unlike _____ (competitor), we _____ (differentiation) .
So let’s look at the five things presented here.
Product/Service — This is simply your offer—the thing you are selling. What is the thing that appears on the invoice? What is the nut that you deliver?
Target Market — Remember, your target market is not everybody. Everybody doesn’t want what you are offering, you don’t have resources to attract everybody, and investors will lose interest if you are not focused. What is your headpin?
In Crossing the Chasm by Geoffrey Moore, he refers to marketing like bowling. Hit the Headpin. When you are bowling, you don’t lob the ball into the pins, you roll it into the headpin — the beachhead segment of the market. You hit it based on your ability to hit it, and it’s proximity to other pins. Let it knock down the other pins that knock down other. A domino effect.
Benefit — You may have hundreds of benefits. Pick one, the primary benefit. Feature that. Only that. Clearly.
Competition or Comparison Others — Do not say you have no competition. How attractive can this market be if no one is doing something in it? do the research and stretch to cite competition or substitute for your offer). Unlike the way it has been done before, we do something interesting. Unlike it has never been done before?
Differentiation — What do you do better? Highlight that key facet that distinguishes your company among others who address the problem you solve. This is that one unique selling proposition that sets you apart. A personalized message for every customer. A quirk. An extra step in the process. Or timeliness that sets you one step ahead of the other options. Make sure it is clear—and compelling.
Show your elevator pitch, and include your mission, tagline,brand promise or slogan as a signature to your presentation slides. You don’t speak everything you have on your slide. Supplement information so it works together — spoken presentation and written form. Catch the entire video of presentation tips to put your best startup facets forward.
So many venues. So little time. Marshall McLuhan once put forth that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. So, the brand of the channel has a halo affect on your message. Lets take a quick peek at some of the main social media haunts, and some possible associations.
LinkedIn: This is your resume and c.v. channel. Here, it’s like saying: “I’m on an interview and this is what I wish to project of myself professionally and personally.” Post an article to showcase your experience and expertise. Share an article of interest — and add a comment to give it your perspective. And, you could share these to Twitter, too.
LinkedIn Company Page: This is like offering up the annual report. Or, perhaps a billboard along with content that leads back to our website, or to a site of interest.
Twitter: It’s like a work-related party where you’re feeling rather chatty… “I’m in a conference room at the office with colleagues and clients, and this is what I wish to share because it is of interest, informative, or appropriately entertaining.”
There are many Twitter post options that you can share.
Text: These are the most basic — simply a 140-character or less message.
Link: Add a link to your own or other website that users can click through to visit.
Image: Include an image with your messages — you know, it’s worth a thousand words that help to expand on your 140 characters.
Video Posts: Upload a video or a GIF with your post — here is where you can include your talents via VINE (see more below)
Replies: start your message with the @HANDLE of customer or fan or other who posted or reached out to you on Twitter to further the engagement.
Snapchat: You had to be there! (or Wish You Were Here) and this is a glimpse of what is so special. Like an inside joke, you can do a variety of things to personalize the moment, including video slo-mo or speeded up for effect! While the snap won’t last, the impression(s) likely will. So make them add up to an image you wish to uphold. And, you could share an appropriate saved snap on Twitter or Instagram…
Instagram: Sharing interesting moments thematically for business or personal memories. There is a great opportunity to portray an image … or bounce all around like life does. These could be featured on Twitter if for business, or on Facebook if personal.
Facebook: Connecting to family and friends … can be like the high school hallway or a kind of reunion. Here is everything from breakfast to politics and a few happy birthday shout-outs.
Facebook Page: Like ‘bring-your-family-to-work’ day, show off all that’s cool about what you do. These could be repurposed on Twitter (but not vise-verse because Twitter posts are more frequent and could be spam-like on your Facebook Page).
Vine: Here we go loop de loop. Vine is intended to create short videos that repeat themselves. Over. And over. In six seconds.
Periscope: Use Twitter’s live video streaming app in the moment to keep Twitter connections up-to-date … experiential opportunity to share a presentation or a walk in the park — in real time. Make sure to turn on Twitter sharing so your broadcast is shared in a tweet that follows the formula: LIVE on #Periscope: [Video Title] [Link to Video]. Like with Snapchat, the broadcast expires after 24 hours.
YouTube: Everything that’s fit to film … and then some. Here is where you can share your story or webcast or data visualization. Storytelling with sight and sound that you can create and upload with ease. Or embed on your website. Create a landing page for each video. Tweet ’em. Show them on LinkedIn and Facebook. Lots of mileage from the footage.
Google +: Articles and posts relative to all the search terms you want associated with your brand. And, running around in circles.
Medium: So, you want to be a writer. This is a great place to blog and tell your stories — or repeat them.
Tumblr: Tumblr is useful in many ways—inspiration, scrapbooking, communication, portfolio… an overall blogging platform, create original content or curate (re-blog) posts—great venue for bloggers, brands, trendsetters, and tastemakers.
Ello: Share art and inspiration, connect with creators around the world, all ad-free. This one is still in nascent stages for me. Here I post things in black & white.
And so, again, like Marshall McLuhan says, “The medium is the message.” The medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself. Well, sometimes those characteristics demand traits of the content. Hmmm. In any case, whether you create something specifically for one venue or the other, there are many ways to share. Edit. Share. Edit. Share. Etc. Have fun. Be interesting.
It is important to remember names, recall your grocery list, give your elevator pitch, or to be able to recite your speech.
Learning is remembering. —Socrates
From a seminar by Jim Kwik of Kwik Learning, here are three pillars of memory to help you boost your ability to remember.
Ask yourself: “What do I need to do to incentivize or reward myself and increase my motivation.” Why? Reasons reap results. You remember more when you are interested, enthusiastic and energetic. Put your heart into remembering.
Pay attention. You build retention from attention. Memory is not something you have, it’s something you do. In this time of digital dementia—where we are outsourcing recall to a smartphone—it is critical to sharpen the saw of memory and own this superpower. Be present when taking in new information. Build your memory and your ability to remember.
Use tools for remembering. From associating a list with items in a room or with parts of your body, to creating a mnemonic clue, there are infinite creative ways to prompt recall.
Know your audience. Your message for new customers might vary from that of a repeat customer. Reward loyal customers. Always make a returning customer feel they are being treated well. Word of mouth from a happy customer is your best marketing message.
Make your benefit clear for your customer. Show them and tell them what your product or service can do for them. Answer your customers’ question: “What’s in it for me?” Tell it in a way that distinguishes your offer from all competitive options.
A concise message is to the point. In other words, don’t make your customers think. State your message in the most simple terms and in the most memorable way. Brevity will help memorability of your proposition.
Be compelling. Help the customer picture themselves receiving the goods or service. An image or a narrative can help them imagine selecting your offer and enjoying the benefits. Show the customer the “payoff” they will get by choosing your brand. Create contrast with other brands to amplify the point of difference your product or service provides. Contrast helps create value around your brand, giving customers a reason to choose you over a rival. And, it can help create a sense of urgency. Show it with a visual or paint a picture with words.