A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank method for creating a theme and positioning statement for your business. I prefer to use his same system for creating clarity for myself in what I'm selling, creating an elevator or introduction speech, and also material for my website, brochures and business card.

Using this same method for each niche I have also keeps me focused and on target for where I am going and what comes first. I know it will do the same for you. As a public speaker, I also like to use the same exercise to create a one-line message for each workshop or engagement. This way the participants and I start from the same page. I like to say it provides the tree trunk that all the branches stem from.

This exercise is designed to be simple and achievable in 15 minutes. However, if this seems somewhat daunting, see if your beliefs are still in the clouds of wanting to deliver too much to too many to soon. If this is the case, there is a great book I recommend that will support you in narrowing down: Niche and Grow Rich, by Jennifer and Peter Sander. This book will support you understanding the market place you want to enter and in narrowing your thoughts.

Exercise

For ___________________________
(Hints: Who is your target customer, your niche? Is there a geographic relevance? If so, add it. Examples: Seniors, women business owners, teens between 13 and 18. If a specific geographic area: Writers in the Washington DC metro area.)

Who ___________________________
(Hints: This is where you qualify your target customer and time of need. Examples: Who are obese. Who are 62 and older. Who own a business. Who are in high school and take music.)

Our product/service is ____________________________
(Hints: What is your product or the service? Our product is a line of workshops. Our service is training. Our service is executive coaching. Our service is training or engineering or accounting.)

That provides ______________________________
(Hints: What are your key features of this product/service? What are the major benefits of this product or service? What are the tradeoffs? That provides shortcuts (software training) at a discount/premium price. That contains no chemicals. That contains no hidden costs. That contains no markups. That contains life support.)

Unlike ____________________________________
(Hints: Who are your competitors? What are the products not serving the needs of this particular niche? Unlike other retail sellers, which have.... Unlike store-bought goods, these.... Unlike other coaches.... Unlike other workshops....)

Our product/service _______________________________
(Hints: Your product/service serves this niche by doing what? Our product/service helps this group increase their personal leadership skills. Our product/service helps this group overcome.... Our product/service helps this group reap the rewards of....

Taking This Forward

Once you have completed this exercise, whether it is for your overall business theme or better yet a narrower one, you can move this information forward into all your marketing information.

Create a paragraph with this information, then edit and refine the language so that it fits your customer's reading style. This is especially important if your style is different. Each word you use has an energy attached to it. This energy either detracts or attracts customers.

Catherine Franz is a Master Life and Business Coach, well-known international speaker and author, living in Northern Virginia. She lives and breathes attraction, prosperity and abundance. http://www.AbundanceCenter.com

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

How To Get Business With Your Business Card?

So, you have a business card? And you have given it to a few of your friends as well? Great! But did you get those cards to... Read More

Marry Your Marketing Plan

Make a vow to keep up your marketing schedule in good times and not so good times.I have said it time and time again that marketing, no... Read More

Renting Your Mailing Lists to Others

RESOLVING THE "PROPRIETARY" DILEMMA... SHOULD YOU RENT YOUR OWN MAILING LIST TO OTHER BUSINESSES ? Mail order dealers are always looking for more people to send their... Read More

The Top 10 The Top Ten Signs That Your Marketing Message Needs a Facelift

Is your marketing plan dull, flat, and downright boring? Is it lacking the zest and appeal which can penetrate the consciousness of your buyers? If so, you... Read More

Build Relationships

Personal marketing makes it easier to sell, by building relationships nurtured on awareness, value and trust. Make your relationships more fruitful by making them personal. Use these... Read More

The Easiest Small Business Direct Marketing Tip You?ll Ever Get

This really and truly is the easiest (and most profitable) small business direct marketing tip you'll ever get. And when I say easy? I really mean EASY.It's... Read More

Why Do They Buy?

A recent issue of Entrepreneur magazine included a marketing story with five important questions all business owners should be able to answer about themselves and their competition.Understanding... Read More

Easy Marketing Methods with Letters, Post Cards, Referrals and Testimonials

Easy Direct Marketing Methods for Insurance AgenciesThis Month: Strategies for Letters, Post Cards, Newsletters, Testimonials, Referrals.Selling insurance is tough: too many agents selling too few clients, and... Read More

How Do I Define My Market?

Your market is who you want to reach. Your customer. Who is your average customer? What is your estimate of total market size? What territory do you... Read More

5 Steps To Help Fail-Proof Your Growing Service Business

Business startup and failure rates are scary...In The USA...- Every Year Over 1 Million People Start A Business- By The End Of The First Year 40% Of... Read More

Growing Your Brand Assets

Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, guess... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling ? Part 6

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing & The Psychology Of Selling ? The Final PartAdditional Lessons from Popcorn MarketingI'm assuming that the movie... Read More

Lead Generation: What Is It worth?

Our business environment has changed dramatically. Companies must now be disciplined and market-driven if they want to stay alive. They must do more - much more -... Read More

Marketing: Are You Focused?

In early 1992, President George H.W. Bush was riding high. He was sitting on an almost unprecedented 80% approval rating following the first Gulf War. Conventional wisdom... Read More

Marketing 101: The Power of Marketing

When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive... Read More

Have Something Good To Say

If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say. The great... Read More

Database Marketing: Secrets To Skyrocket Your Online Profits Using Database Marketing

What is database marketing?Database Marketing is the gathering and storing of specific information about your prospects or customers.This information is usually stored in a database program on... Read More

What Are People Buying Online?

Benefits, that's what!Whether you're selling in print or in person, it's a universal truth.And success in both worlds requires a counterintuitive approach.Allow me to explain.As human beings,... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to market and yet, have little or no money to do so. Sadly, many use this as a... Read More

Why Great Companies Survey: Martian Logic!

If an alien civilization from Mars was planning a friendly takeover of our planet they would seek to make sure they understood our way of life and... Read More

Is CRM Technology Living Up To the Hype?

Over the last few years the buzz about CRM (Customer Relationship Management) has grown extensively. It seems that every Sales & Marketing executive is talking about it.... Read More

Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client. In fact, we work hard to attract serious inquiries. Yet amazingly, many business owners seem determined to... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits is like building your dream house. First, you identify what kind of home you want, then you... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new clients, you'll have to start creating meaningful proposals. The goal of a proposal is obviously to be... Read More

What to Include in Your Marketing Plan Write-Up

For those new to marketing planning, the thought of completing a plan from start to finish may feel daunting. It need not. The level of detail you... Read More

5 Tips for Getting the Most out of Exhibiting at Trade Shows

Exhibiting at trade shows can be a cost-effective way to generate business, whether you are a new entrepreneur or have been in business for years. Some exhibitors,... Read More