Hey there,
How many pink spoons do you have?
It's an important question. I'll explain in a moment.
If you want to skip the whole story you can jump to this link:
www.youtube.com/radicalbusiness
but it will really make much more sense if you read on.
Before I tell you about how I am about to become minorly famous (and how you can too) I'd like to make a few safe bets.
I'd be willing to bet that when people meet you they like you.
I'd be willing to bet that your marketing materials will never be as powerful as meeting you in person.
Sure, your website and brochures and ads might sound good, but people are going to doubt them - after all - you have a vested interest in them buying.
I'd be willing to bet that when you really have a chance to explain how you do what you do and tell your story - that people are impressed and far more likely to do business with you.
Isn't there something about meeting someone - and getting to read their vibe - that matters a lot?
How many times have you heard of people meeting celebrities and telling their friends, "Wow. He was so down to earth. He wasn't pretentious at all."
I doubt most celebrities are that pretentious.
But most people are naturally suspicious.
And, sad to say, they're suspicious of you too.
Which is a shame.
After all, you're nice. You have integrity. You'd never try to lie, cheat or steal from them. But, until they meet you in person, they just aren't really going to trust you.
People trust their experiences, not your rhetoric.
I can't tell you how many times I've had folks come to my free intro sessions and come up to me afterwards to tell me, "You know, I've been to so many marketing sessions and I thought, 'Hmm. This sounds good but maybe he's just another hype filled marketing ass****.' But you weren't. You were really down to earth. I like you and I think I'll be coming to the weekend."
How can you do create this personal connection?
This can mean:
1) Teleseminars
2) Speaking at events
3) Running free intro sessions
4) Meeting with people one on one
But all of the above are very time intensive. You have to actually be there in person.
What if there was a way for people to 'meet' you that required almost none of your time?
Wouldn't that be useful?
I recon it would.
Before I tell you what I did - let me come at this from another angle and then tie it all together.
Word of Mouth is powerful, right?
But, why?
Because, instead of people having to take the time and energy and risk of meeting you in person (and being trapped in a two hour seminar that ends up sucking) they can hear about your experience. And since you're someone they trust and since you're independent of the business you're recommending - you can be trusted.
But sometimes, this isn't enough.
After all, can't you think of times when you have recommended some workshop or seminar or restaurant to someone only to have them never act on it?
Of course you have.
Why?
They hadn't experienced it for themselves yet.
They weren't sold on the relevance or value or the product or service for themselves (and maybe you aren't as credible to them as you thought you were - owch).
Imagine you're at an ice cream shop with a friend.
You want them to try the Mango Tofulatti. They shrug. You tell them it's the most delicious thing you've ever tasted. They seem unimpressed.
"Think I'll just stick with strawberry."
You keep trying to convince them but you are afraid to push it too far. After all, if you push them too hard they might decide to never try it just out of principle.
So, why don't they try it?
Well, if they spend five bucks on the cone and they don't like it, they're out the money and they know they could have spent that money on something they know they would have liked. Right?
But, what if you said, "Here, try this little pink spoon."
They do. They're curious after all, they just don't want to have to commit their whole five bucks.
Pink spoon marketing is powerful.
You give people a sample - not enough to satisfy - but enough to let them make an informed decision about whether or not they want more.
Do you have any of these for your business?
What are YOUR pink spoons?
Your pink spoons should fit a few critical criteria.
1) It should contain enough to let them know if it's a fit.
2) It should be something that your existing clients will actively WANT to pass on to their friends.
3) It should be low risk (or ideally NO risk) for people to try out.
Now, there's lots of different things you can do:
- Offer people a free buyers guide or special report on a critical topic
- Free downloadable audio files
- A Blog
etc.
But there's a relatively new medium that's available to you now - for almost NO money.
And I've just gotten into the game.
Online video.
It's a powerful way for people to learn about you, who you are and how (and why) you do what you do.
Instead of simply reading words - they can see you, read your body language and get a sense of who you are.
Again:
I'd be willing to bet that when people meet you they like you.
I'd be willing to bet that your marketing materials will never be as powerful as meeting you in person.
Online video fits the criteria below extremely well.
1) It should contain enough to let them know if it's a fit.
An online video can give them a chance to get as much or as little information as you want.
2) It should be something that your existing clients will actively WANT to pass on to their friends.
A link to an online video is incredibly easy to send. Youtube.com has made it brainless. And it's becoming more and more common to do. People are sending each other videos all the time. Remember: your clients probably love you. They want to support you. They want to spread the word - but you almost certainly haven't given them the tools to do so.
And your website likely isn't exciting or novel enough to warrant them sending it to folks.
But a cool online video?
Why not create one about your business.
I know - you don't know how. I'll address that in a second.
But, imagine the email from your client to a friend of theirs . . .
"You remember that organic restaurant I was telling you about? Check this link out."
"You remember that practitioner I was telling you about? Check this link out."
"You remember that eco-friendly house cleaner I was telling you about? Check this link out."
3) It should be low risk (or ideally NO risk) for people to try out.
Is there anything less risky than watching a video on your computer? No pushy salespeople. Nothing to print off. You can stop it (and restart it) anytime you want. No obligation to buy.
And it doesn't have to be perfect.
You don't have to spend thousands of dollars. It can be a quick 7 minute video shot on a friends camera of you giving a tour about your restaurant or your clinic.
The point is that people get to meet YOU before they take the risk of meeting you in person. And, right now, YOU are likely the critical piece to your businesses success. People are likely buying YOU as much as they are your product and service.
Online video gives your clients an easy way to introduce you to their friends.
It gives you something you can send to someone you meet briefly so they can 'get to know you better'.
Remember the days where you had to be famous to be on film?
Well, now you can become minorly famous on sites like www.youtube.com
And now, after two years of scheming, I'm finally on youtube.
And finally, at long last, minorly famous.
About bloody time . . .;-)
I have created my very own youtube channel. You can find it at:
www.youtube.com/radicalbusiness
**What EXACTLY will you find at this link?**
You will find about two hours of footage covering the content of my free intro. You can watch it all for free. There's no charge.
You will also find a clip of a few testimonials from my weekend workshop.
You will ALSO find the only footage in existence of me doing sleight of hand card magic. And I bet you won't be able to figure it out no matter how many times you watch it.
**How can YOU put up your own online videos?**
To be honest, I have no idea.
But I recommend the services of my friend Todd who helps people like me (who have no clue at all) to get their videos shot and online.
I can't rave enough about Todd's professionalism, class and warmth.
I don't get paid to endorse him. This email isn't a joint venture. He didn't know I was going to send this out.
But, if you're interested in getting some video online, I recommend you shoot him an email at info@3Dplayground.ca
And let me know what you think of my youtube channel will you?
I'm very excited about it (even if I wish I'd cut my hair before I did it).
We'll continue with the Irresistible Offer series next week.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
FREE 'CONSCIOUS MARKETING' ARTICLES: www.radicalbusiness.blogspot.com
FREE RADICAL BUSINESS VIDEOS: www.youtube.com/radicalbusiness
p.s. Tell me what you think of my youtube channel? www.youtube.com/radicalbusiness
If you subscribe to this channel or rate the videos, it's a big help.
Tuesday, August 28, 2007
Monday, August 20, 2007
Your Irresistible Offer - "The Three Keys to Your Irresistible Offer" - Part 6 of 19
Hey there,
Last week I told you I was about to become famous.
In the most inconsequential of ways.
Well, it sort of leaked out today and I got an email from someone in California wanting to endorse me and my products to his list of 1200 holistic practitioners.
Never met the man. No effort on my part.
All because of this new project I'm just putting the finishing touches on.
And it actually ties in nicely to this whole theme of the Irresistible Offer.
He stumbled across something I did that I've been keeping under wraps.
And it impressed him so much he emailed me to ask if he could sell my products for me.
More on all that in a couple of weeks.
But let's back up on this whole Irresistible Offer thing and ask ourselves a very critical question.
What Is Marketing?
In a word? Education.
In a sentence? Establishing the value beyond the immediately apparent.
There are two realities we must squarely face:
1) We must create genuinely irresistible offers.
2) We must communicate these offers clearly and powerfully to our target markets.
And we must do both. Simply doing one of these is not enough.
In Latin there's a phrase “erase ipsa locator” -- it means "The thing speaks for itself". Many people are hesitant about marketing because they think, "Well, if my product’s good, shouldn't it simply speak for itself?" And there is a simple answer to that.
No.
**THE 3 KEYS TO CRAFTING AN IRRESISTIBLE OFFER**
Relevance. Credibility. Value.
When it is undertaken with integrity, I would suggest that marketing is just a synonym for "education". And when you are trying to attract more clients there are six specific things you to educate all of your prospects about. And this education must meet two criteria: It must be both POWERFUL and ELEGANT. You must help people to understand:
KEY #1: RELEVANCE:
“Why does this matter to me?”
They have a PROBLEM. That’s either going to be: A current pain or something they want but don’t have (which is a problem to them). It’s a need they have that’s not fulfilled. It’s a result they want but don’t have. It’s a goal or vision they’re working for. It’s a problem they want to solve. But there are two caveats here.
Just knowing they have a problem is no guarantee that they will act to solve it. The speed at which they move to solve their problems will be determined by how true the following to statements are for them . . .
1. It MUST be solved: even if people know there’s a problem, they won’t move, they won’t act if they think it’s just something that “should” be solved. This is not an intellectual thing – it’s emotional. REMEMBER: All decisions are made for emotional reasons and then justified with logic.
Think about it in your own life and you’ll see the truth of this (even if the emotional need is to feel “intelligent”). How can you help them to reconnect emotionally to the importance of this?
There’s really only two ways:
FIRST - you can create a safe space (where they aren’t scared of being sold or pressured) where they reconnect with the pain they’re in and share that with you (a conversation, telling a story that reflects their experience, having them fill out a diagnostic tool that helps them realize the reality of where they’re at etc.) OR
SECOND - you can create an experience for them that reconnects them to how good it could be (testimonials, a well done video of your work, free intro sessions, a complementary product of session, risk free offers).
This creates a natural gap which compels them to move forward. The key is to make it emotionally real.
2. It must be solved NOW: the truth is that people will procrastinate unless they sense some urgency. You must be ethical in handling this one and know that the more urgent they perceive the need the more likely they are to act. Sometimes urgency can be “There’s only 20 spaces.” Or “If you enroll before this date you get a free set of Ginsu knives.” etc.
3. It CAN be solved: this is crucial. Imagine someone with crippling lower back pain. They know they have a problem. They know it must be solved, but if they believe that “there’s nuthin’ to be done about it” then you are stuck. You must powerfully and elegantly educate them to see that it can, indeed, be solved. The most powerful ways to do this - in order are:
a) Give them the experience directly (i.e. you cure their back pain in a free session).
b) A referral from someone they trust.
c) A Case Study: tell them the story of people from beginning to end. It’s the “Before and After photos” principle. Give a lot of information, numbers and figures within the context of the story. Be specific not only of the results achieved (the more specific the better) but also the impact this had on their life (e.g. what did it mean to be free of back pain? able to go jogging again? able to play with kids? better sleep? etc).
d) A testimonial. This is a quote from someone speaking about their experience and what it meant. Make sure you give their full name, where they’re from, the name of their business and if possible ask them if you can include their phone number and photo.
e) Educate!!! Give them information. It’s better in story form but raw data can work too.
KEY #2: CREDIBILITY
“Why should I believe you?”
YOU can solve it: Everything before is a set up for THIS piece. You must show them that you are qualified and credible.
They must both like and trust you. Again, giving them the experience directly, referrals, case studies, and testimonials (in that order) are the most effective ways to do this. But you also want to look at this sideways too - the real issue is building up your identity, brand and reputation.
Anything you can do to build this builds up your credibility (e.g. public speaking, running events, writing a book, hosting a network, hosting a radio program, becoming a columnist, being featured on the news or a magazine cover etc).
KEY #3: VALUE
“How much? What am I getting for my money? What’s in it for me?”
You can solve it BETTER [more quickly, with more convenience, cheaper, etc.]: They can believe that they have a problem that must and can be solved now but . . . why should they choose YOU to help them solve it.
That’s not a rhetorical question.
Until and unless you clearly define your Unique Selling Proposition (USP) you shouldn’t be surprised to see business going to the competition.
Remember: #2 wasn’t chosen.
The prospect can only make one choice. Why should it be YOU?
Most businesses I meet have NO compelling answer for this. A good exercise for this is to challenge yourself to create a “Top Ten List” of reasons to do business with you.
Here’s a good example from a friend of mine who sells hand made jewelry - all made from salvaged wood and stones (literally stuff he finds under bridges, fallen trees etc.). He carves it, polishes it and it looks GORGEOUS. My first step in working with him was to change his company name from the abstract “Metamorph Designs” to “Salvaged Earth Designs”.
I challenged him to create HIS Top Ten List. He did and put it onto a big poster and hung it outside his tent at the Farmer’s Markets at which he sold (you can find this towards the end of this package). This allowed people to read it before approaching and be educated.
Don't be abstract. Be specific. You need to hit them between the eyes. Don’t be cutesy. People buy products, but what they want are benefits. They want a result that is self serving to them. Speak directly to that.
Relevance. Credibility. Value.
NEXT WEEK - you are going to learn four more secrets to crafting an effective and irresistible offer . . .
***the three critical key elements to creating your irresistible offer.***
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
P.P.S. In a few weeks, a handful of you are going to get the chance to receive an Offer Makeover from me. It could be worth thousands of dollars to you. Seriously. You can't sign up for it yet. So, don't try. I'll be offering the chance to my best clients first - and then to my entire list.
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
conscious business marketing, eco-business marketing, ethical business marketing, green business consulting, green business marketing, sustainable business marketing
Last week I told you I was about to become famous.
In the most inconsequential of ways.
Well, it sort of leaked out today and I got an email from someone in California wanting to endorse me and my products to his list of 1200 holistic practitioners.
Never met the man. No effort on my part.
All because of this new project I'm just putting the finishing touches on.
And it actually ties in nicely to this whole theme of the Irresistible Offer.
He stumbled across something I did that I've been keeping under wraps.
And it impressed him so much he emailed me to ask if he could sell my products for me.
More on all that in a couple of weeks.
But let's back up on this whole Irresistible Offer thing and ask ourselves a very critical question.
What Is Marketing?
In a word? Education.
In a sentence? Establishing the value beyond the immediately apparent.
There are two realities we must squarely face:
1) We must create genuinely irresistible offers.
2) We must communicate these offers clearly and powerfully to our target markets.
And we must do both. Simply doing one of these is not enough.
In Latin there's a phrase “erase ipsa locator” -- it means "The thing speaks for itself". Many people are hesitant about marketing because they think, "Well, if my product’s good, shouldn't it simply speak for itself?" And there is a simple answer to that.
No.
**THE 3 KEYS TO CRAFTING AN IRRESISTIBLE OFFER**
Relevance. Credibility. Value.
When it is undertaken with integrity, I would suggest that marketing is just a synonym for "education". And when you are trying to attract more clients there are six specific things you to educate all of your prospects about. And this education must meet two criteria: It must be both POWERFUL and ELEGANT. You must help people to understand:
KEY #1: RELEVANCE:
“Why does this matter to me?”
They have a PROBLEM. That’s either going to be: A current pain or something they want but don’t have (which is a problem to them). It’s a need they have that’s not fulfilled. It’s a result they want but don’t have. It’s a goal or vision they’re working for. It’s a problem they want to solve. But there are two caveats here.
Just knowing they have a problem is no guarantee that they will act to solve it. The speed at which they move to solve their problems will be determined by how true the following to statements are for them . . .
1. It MUST be solved: even if people know there’s a problem, they won’t move, they won’t act if they think it’s just something that “should” be solved. This is not an intellectual thing – it’s emotional. REMEMBER: All decisions are made for emotional reasons and then justified with logic.
Think about it in your own life and you’ll see the truth of this (even if the emotional need is to feel “intelligent”). How can you help them to reconnect emotionally to the importance of this?
There’s really only two ways:
FIRST - you can create a safe space (where they aren’t scared of being sold or pressured) where they reconnect with the pain they’re in and share that with you (a conversation, telling a story that reflects their experience, having them fill out a diagnostic tool that helps them realize the reality of where they’re at etc.) OR
SECOND - you can create an experience for them that reconnects them to how good it could be (testimonials, a well done video of your work, free intro sessions, a complementary product of session, risk free offers).
This creates a natural gap which compels them to move forward. The key is to make it emotionally real.
2. It must be solved NOW: the truth is that people will procrastinate unless they sense some urgency. You must be ethical in handling this one and know that the more urgent they perceive the need the more likely they are to act. Sometimes urgency can be “There’s only 20 spaces.” Or “If you enroll before this date you get a free set of Ginsu knives.” etc.
3. It CAN be solved: this is crucial. Imagine someone with crippling lower back pain. They know they have a problem. They know it must be solved, but if they believe that “there’s nuthin’ to be done about it” then you are stuck. You must powerfully and elegantly educate them to see that it can, indeed, be solved. The most powerful ways to do this - in order are:
a) Give them the experience directly (i.e. you cure their back pain in a free session).
b) A referral from someone they trust.
c) A Case Study: tell them the story of people from beginning to end. It’s the “Before and After photos” principle. Give a lot of information, numbers and figures within the context of the story. Be specific not only of the results achieved (the more specific the better) but also the impact this had on their life (e.g. what did it mean to be free of back pain? able to go jogging again? able to play with kids? better sleep? etc).
d) A testimonial. This is a quote from someone speaking about their experience and what it meant. Make sure you give their full name, where they’re from, the name of their business and if possible ask them if you can include their phone number and photo.
e) Educate!!! Give them information. It’s better in story form but raw data can work too.
KEY #2: CREDIBILITY
“Why should I believe you?”
YOU can solve it: Everything before is a set up for THIS piece. You must show them that you are qualified and credible.
They must both like and trust you. Again, giving them the experience directly, referrals, case studies, and testimonials (in that order) are the most effective ways to do this. But you also want to look at this sideways too - the real issue is building up your identity, brand and reputation.
Anything you can do to build this builds up your credibility (e.g. public speaking, running events, writing a book, hosting a network, hosting a radio program, becoming a columnist, being featured on the news or a magazine cover etc).
KEY #3: VALUE
“How much? What am I getting for my money? What’s in it for me?”
You can solve it BETTER [more quickly, with more convenience, cheaper, etc.]: They can believe that they have a problem that must and can be solved now but . . . why should they choose YOU to help them solve it.
That’s not a rhetorical question.
Until and unless you clearly define your Unique Selling Proposition (USP) you shouldn’t be surprised to see business going to the competition.
Remember: #2 wasn’t chosen.
The prospect can only make one choice. Why should it be YOU?
Most businesses I meet have NO compelling answer for this. A good exercise for this is to challenge yourself to create a “Top Ten List” of reasons to do business with you.
Here’s a good example from a friend of mine who sells hand made jewelry - all made from salvaged wood and stones (literally stuff he finds under bridges, fallen trees etc.). He carves it, polishes it and it looks GORGEOUS. My first step in working with him was to change his company name from the abstract “Metamorph Designs” to “Salvaged Earth Designs”.
I challenged him to create HIS Top Ten List. He did and put it onto a big poster and hung it outside his tent at the Farmer’s Markets at which he sold (you can find this towards the end of this package). This allowed people to read it before approaching and be educated.
Don't be abstract. Be specific. You need to hit them between the eyes. Don’t be cutesy. People buy products, but what they want are benefits. They want a result that is self serving to them. Speak directly to that.
Relevance. Credibility. Value.
NEXT WEEK - you are going to learn four more secrets to crafting an effective and irresistible offer . . .
***the three critical key elements to creating your irresistible offer.***
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
P.P.S. In a few weeks, a handful of you are going to get the chance to receive an Offer Makeover from me. It could be worth thousands of dollars to you. Seriously. You can't sign up for it yet. So, don't try. I'll be offering the chance to my best clients first - and then to my entire list.
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
conscious business marketing, eco-business marketing, ethical business marketing, green business consulting, green business marketing, sustainable business marketing
Wednesday, August 15, 2007
Your Irresistible Offer - "Your Unique Selling Proposition (part 2)" - Part 5 of 19
Hey all,
Guess what.
At the end of this month, I'm going to become famous.
There. I said it.
Oh, I can hear you doubting from here.
Not famous like my brother Toby Hargrave who just had his own hour long comedy special on CTV (www.seetobylive.com).
No no no.
I'll be famous in far more minor way (but one that could be meaningful, rewarding and instructive to you). Sort of a D grade celebrity if you will.
I'll explain later.
This week we are going to keep focusing on your unique selling proposition (USP).
* * *
Seth Godin, marketing genius, writes in his book, “Purple Cow”:
“When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometres we all gazed out the window, marvelling at how beautiful everything was.
Them within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common. It was boring.
Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, sows with great personalities, cows lit by beautiful light, but they’re still boring.
A Purple Cow, though. Now that would be interested. (For a while.)
The essence of the Purple Cow is that it must be remarkable.”
The goal here is to create a remarkable business.
To be a remarkable business means that people are willing to make remarks about you. You are worthy of mention.
But not just remarkable. Being a Purple Cow might be neat and get people’s attention but is that enough? Do your customers want you to simply be different?
No.
They want their problems solved. They want relief from pain. They want results. So you must become remarkable at meeting their needs; remarkable at solving their problems. Remarkable at taking them from where they are to where they want to go.
To think you can separate marketing from the quality of what you offer is foolish.
To think that your business has no opportunities to innovate and add more value is probably mildly delusional and entirely self destructive.
The goal here is to make your business irresistibly attractive to your prospects, clients and yourself.
To do that may require a bit of stepping back and rethinking the way we do things. And, I would suggest, that it takes doing that through the customers eyes, not our own.
Most of us are far too close to our own businesses to make any sort of informed opinion about things. And we may be too attached. Sometimes we’re incredibly proud about things that no one else cares about.
For example, for years, Disney Hotels washed it’s bed sheets every single night for every single room. Then someone asked the all important question: “Do they even care?” And so they did an experiment. They put a sign on people’s beds saying, “In an effort to conserve water, we wash our bed sheets every three days. If you’d like them washed everyday, we’d be happy to do so, just call us at this number.” Out of 60,000 room stays only a handful of people took them up on it.
Can you tell me, in 30 seconds or less, what it is that makes your product or service so unique or valuable that I should put it at the top of my list? (And if you just said “quality”, “Service” or “dependability” you are in deep trouble because everyone else says that too. . .)
Why should I put you at the top of my list? Why should I buy from you vs. the competitors? Remember: #2 didn’t get chosen. As Jack Trout puts it so subtly in the title of his book . . .
“Differentiate or die.”
Of course, sometimes when people ask that question it can be very disconcerting. I remember one client who owned a carpet cleaning company. She called me after finishing a diagnostic that I gave her. She said, “I’m so depressed – I have no USP!”.
Owch.
But it’s good to know – sometimes you need to CREATE a U.S.P. by looking for gaps in the market place. Look at your industry - what is no one offering that is needed? We call this an innovation gap.
This may all seem a bit abstract and conceptual right now.
But don't worry - as we move ahead we are going to get into the nitty gritty of exactly how you can identify and powerful communicate your irresistible offer to the marketplace. It's simple enough, but it's a bit of work.
In fact, NEXT WEEK - you are going to learn about . . .
***the three critical key elements to creating your irresistible offer.***
And remember:
I WILL soon become minorly famous in the most obscure of ways.
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
FREE 'CONSCIOUS MARKETING' ARTICLES: www.radicalbusiness.blogspot.com
* * *
a blog for green business marketing, and community-minded entrepreneurs, conscious business marketing, eco-business marketing, ethical business marketing, sustainable business marketing, green business consulting
Guess what.
At the end of this month, I'm going to become famous.
There. I said it.
Oh, I can hear you doubting from here.
Not famous like my brother Toby Hargrave who just had his own hour long comedy special on CTV (www.seetobylive.com).
No no no.
I'll be famous in far more minor way (but one that could be meaningful, rewarding and instructive to you). Sort of a D grade celebrity if you will.
I'll explain later.
This week we are going to keep focusing on your unique selling proposition (USP).
* * *
Seth Godin, marketing genius, writes in his book, “Purple Cow”:
“When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometres we all gazed out the window, marvelling at how beautiful everything was.
Them within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common. It was boring.
Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, sows with great personalities, cows lit by beautiful light, but they’re still boring.
A Purple Cow, though. Now that would be interested. (For a while.)
The essence of the Purple Cow is that it must be remarkable.”
The goal here is to create a remarkable business.
To be a remarkable business means that people are willing to make remarks about you. You are worthy of mention.
But not just remarkable. Being a Purple Cow might be neat and get people’s attention but is that enough? Do your customers want you to simply be different?
No.
They want their problems solved. They want relief from pain. They want results. So you must become remarkable at meeting their needs; remarkable at solving their problems. Remarkable at taking them from where they are to where they want to go.
To think you can separate marketing from the quality of what you offer is foolish.
To think that your business has no opportunities to innovate and add more value is probably mildly delusional and entirely self destructive.
The goal here is to make your business irresistibly attractive to your prospects, clients and yourself.
To do that may require a bit of stepping back and rethinking the way we do things. And, I would suggest, that it takes doing that through the customers eyes, not our own.
Most of us are far too close to our own businesses to make any sort of informed opinion about things. And we may be too attached. Sometimes we’re incredibly proud about things that no one else cares about.
For example, for years, Disney Hotels washed it’s bed sheets every single night for every single room. Then someone asked the all important question: “Do they even care?” And so they did an experiment. They put a sign on people’s beds saying, “In an effort to conserve water, we wash our bed sheets every three days. If you’d like them washed everyday, we’d be happy to do so, just call us at this number.” Out of 60,000 room stays only a handful of people took them up on it.
Can you tell me, in 30 seconds or less, what it is that makes your product or service so unique or valuable that I should put it at the top of my list? (And if you just said “quality”, “Service” or “dependability” you are in deep trouble because everyone else says that too. . .)
Why should I put you at the top of my list? Why should I buy from you vs. the competitors? Remember: #2 didn’t get chosen. As Jack Trout puts it so subtly in the title of his book . . .
“Differentiate or die.”
Of course, sometimes when people ask that question it can be very disconcerting. I remember one client who owned a carpet cleaning company. She called me after finishing a diagnostic that I gave her. She said, “I’m so depressed – I have no USP!”.
Owch.
But it’s good to know – sometimes you need to CREATE a U.S.P. by looking for gaps in the market place. Look at your industry - what is no one offering that is needed? We call this an innovation gap.
This may all seem a bit abstract and conceptual right now.
But don't worry - as we move ahead we are going to get into the nitty gritty of exactly how you can identify and powerful communicate your irresistible offer to the marketplace. It's simple enough, but it's a bit of work.
In fact, NEXT WEEK - you are going to learn about . . .
***the three critical key elements to creating your irresistible offer.***
And remember:
I WILL soon become minorly famous in the most obscure of ways.
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
FREE 'CONSCIOUS MARKETING' ARTICLES: www.radicalbusiness.blogspot.com
* * *
a blog for green business marketing, and community-minded entrepreneurs, conscious business marketing, eco-business marketing, ethical business marketing, sustainable business marketing, green business consulting
Monday, August 06, 2007
Your Irresistible Offer - "Your Unique Selling Proposition (part 1)" - Part 4 of 19
Hey all,
I've got a big surprise that I will be announcing next week that I think you're going to love.
But more on that later . . .
This week we are going to focus on one of the most critical concepts in marketing - the unique selling proposition (USP).
It'll be quick.
In his book Reality in Advertising, Rosser Reeves (Chairman of the Board at Ted Bates & Company) gives the precise definition as it was understood at his company:
1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
2. The proposition itself must be unique - something that competitors do not, or will not, offer.
3. The proposition must be strong enough to pull new customers to the product. It persuades another to exchange money for a product or service. It should be not only compelling but irresistible. What makes it sell? It addresses a very real pain or problem that your ideal clients are experiencing.
Reeves also wrote that a USP does not necessarily have to be a verbal message. It can be communicated both verbally and visually. For example, a classic Clairol advertisement showing a picture of a model and just the headline, "Does she or doesn't she?" implied the USP, "If you use Clairol products, people won't even notice that you dyed your hair."
However, Reeves warns against forming a USP based on what he calls "The Deceptive Differential" - a uniqueness that is too small or too technical that customers cannot observe the differences in actual practice.
Says Matt Hockin from www.interativemarketinginc.com . . .
“Your USP is the force that drives your business and success. It can also be used as a "branding" tool that deploys strategy with every tactical marketing effort you use such as an ad, a postcard, or web site. This allows you to build a lasting reputation while you're making sales. The ultimate goal of your USP and marketing is to have people say to you... "Oh, yes I've heard of you. You're the company who..." - And then respond by requesting more information or purchasing. Your USP needs to be so compelling that it can be used as a headline that sells your product or service.”
Note: the question is not, “What’s different about you?” Different does not necessarily mean better.
But different is better than nothing. Here’s a fun game. Open up the Yellow Pages and look at your generic industry. Hell, look at any industry. Here’s what I predict you’ll see: the same damn add over and over and over. All of the ads for plumbers look identical. All of the ads for Taxi services look identical.
Let’s be honest: most businesses are mediocre. They’re okay. Their product is pretty good. Their service is nice. And if that’s you and it’s working for you, that’s fine. But I would invite you to ask yourself how much longer it will be fine for.
In the words of marketing guru Jay Abraham, “Most business owners don't have a USP, only a "me too," rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There's nothing unique; there's nothing distinct. They promise no great value, benefit, or service - just "buy from us" for no justifiable, rational reason.
It's no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. But other than a possible convenient location, why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?
Would you want to patronize a firm that's just “there," with no unique benefit, no incredible prices or selection, no especially comforting counsel, service or guarantee? Or would you prefer a firm that offers you the broadest selection in the country? Or one with every item marked up less than half the margin other competitors charge? Or one that sells the "Rolls Royce" of the industry's products?
Can you see what an appealing difference the USP makes in establishing a company's perceived image or posture to the customer? It's ludicrous to operate any business without carefully crafting a clear, strong, appealing USP into the very fabric of the daily existence of that business.
The point is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.”
The heart of creating an irresistible offer is not just about “selling the sizzle not the steak”. It’s not about marketing so slick that you could sell the Pope a double bed.
It’s about becoming a remarkable company.
Now, if you’re a conscious, green or ethical company then I think you’ve already got a leg up on that.
Part 2 of the USP will hit your email boxes in the next week or so.
But before that you'll probably be getting a quick announcement about a new project I just finished that you'll be getting free access to.
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
FREE 'CONSCIOUS MARKETING' ARTICLES: www.radicalbusiness.blogspot.com
I've got a big surprise that I will be announcing next week that I think you're going to love.
But more on that later . . .
This week we are going to focus on one of the most critical concepts in marketing - the unique selling proposition (USP).
It'll be quick.
In his book Reality in Advertising, Rosser Reeves (Chairman of the Board at Ted Bates & Company) gives the precise definition as it was understood at his company:
1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
2. The proposition itself must be unique - something that competitors do not, or will not, offer.
3. The proposition must be strong enough to pull new customers to the product. It persuades another to exchange money for a product or service. It should be not only compelling but irresistible. What makes it sell? It addresses a very real pain or problem that your ideal clients are experiencing.
Reeves also wrote that a USP does not necessarily have to be a verbal message. It can be communicated both verbally and visually. For example, a classic Clairol advertisement showing a picture of a model and just the headline, "Does she or doesn't she?" implied the USP, "If you use Clairol products, people won't even notice that you dyed your hair."
However, Reeves warns against forming a USP based on what he calls "The Deceptive Differential" - a uniqueness that is too small or too technical that customers cannot observe the differences in actual practice.
Says Matt Hockin from www.interativemarketinginc.com . . .
“Your USP is the force that drives your business and success. It can also be used as a "branding" tool that deploys strategy with every tactical marketing effort you use such as an ad, a postcard, or web site. This allows you to build a lasting reputation while you're making sales. The ultimate goal of your USP and marketing is to have people say to you... "Oh, yes I've heard of you. You're the company who..." - And then respond by requesting more information or purchasing. Your USP needs to be so compelling that it can be used as a headline that sells your product or service.”
Note: the question is not, “What’s different about you?” Different does not necessarily mean better.
But different is better than nothing. Here’s a fun game. Open up the Yellow Pages and look at your generic industry. Hell, look at any industry. Here’s what I predict you’ll see: the same damn add over and over and over. All of the ads for plumbers look identical. All of the ads for Taxi services look identical.
Let’s be honest: most businesses are mediocre. They’re okay. Their product is pretty good. Their service is nice. And if that’s you and it’s working for you, that’s fine. But I would invite you to ask yourself how much longer it will be fine for.
In the words of marketing guru Jay Abraham, “Most business owners don't have a USP, only a "me too," rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There's nothing unique; there's nothing distinct. They promise no great value, benefit, or service - just "buy from us" for no justifiable, rational reason.
It's no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. But other than a possible convenient location, why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?
Would you want to patronize a firm that's just “there," with no unique benefit, no incredible prices or selection, no especially comforting counsel, service or guarantee? Or would you prefer a firm that offers you the broadest selection in the country? Or one with every item marked up less than half the margin other competitors charge? Or one that sells the "Rolls Royce" of the industry's products?
Can you see what an appealing difference the USP makes in establishing a company's perceived image or posture to the customer? It's ludicrous to operate any business without carefully crafting a clear, strong, appealing USP into the very fabric of the daily existence of that business.
The point is to focus on the one niche, need or gap that is most sorely lacking, provided you can keep the promise you make.”
The heart of creating an irresistible offer is not just about “selling the sizzle not the steak”. It’s not about marketing so slick that you could sell the Pope a double bed.
It’s about becoming a remarkable company.
Now, if you’re a conscious, green or ethical company then I think you’ve already got a leg up on that.
Part 2 of the USP will hit your email boxes in the next week or so.
But before that you'll probably be getting a quick announcement about a new project I just finished that you'll be getting free access to.
I hope all is well with you.
Warmest,
Tad Hargrave
Founder
Radical Business
"helping conscious folk make more money"
tad@tadhargrave.com
www.tadhargrave.com
P.S. Please consider the environment before printing this email - Thank You!
FREE 90 PAGE "THE WAY OF THE RADICAL BUSINESS" EBOOK: www.tadhargrave.com (sign up on left hand side)
FREE 'CONSCIOUS MARKETING' ARTICLES: www.radicalbusiness.blogspot.com
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