Creating a Talking Logo
Creating a Talking Logo
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 prospects 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.
Creating a Talking Logo - To learn more about this author, visit Cidnee Stephen's Website.
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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 prospects 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.
Creating a Talking Logo - To learn more about this author, visit Cidnee Stephen's Website.
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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