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The Secret to Standing Out

Written by: Donald F. Pooley

Article Overview: If you offer a service that promises a specific, desirable result, and you make what you are offering intriguing and different from what everyone else is offering, you will get more attention, interest, response, and action from your prospects.

The Secret to Standing Out

If you offer a service that promises a specific, desirable result, and you make what you are offering intriguing and different from what everyone else is offering, you will get more attention, interest, response, and action from your prospects.
The difference can be dramatic.
First start with a promise you can legitimately make. I realize this isn't easy sometimes. But any time you can quantify actual results, your attention value goes way up.
Next, give your service an interesting, unique name. Brain- storm several and then run it by clients and associates and get their reaction. Try it in networking situations, then integrate it into your marketing materials and web site.
I promise you that this very simple strategy will start getting you better marketing results almost immediately.
* Don't be shy about making promises about results. If it's true, it's not boasting. The trick is to talk about results in a way that is low-key, but impressive at the same time.
* What is everyone else promising? Don't promise that or you'll get confused with them. Your promise needs to sound not only valuable and credible but unlike anyone else's.
* Naming a service is a bit of an art but it often is based on something very descriptive: Client Magnet Workshop, InfoGuru Marketing Manual, and Marketing Action Groups all sound valuable and unique.
* Both your promise and the name of your service need to get to "the heart of the matter" for the prospect. That is, they need to hit the right nerve and stimulate an immediate desire to know more.
* Don't go over the top with your promise or your service name. That will stimulate skepticism and mistrust. Good marketing is very attention-getting and motivating but it does not insult your prospect's intelligence.
By Robert Middleton of Action Plan Marketing. Please visit his web site at http://www.actionplan.com for additional marketing articles, and resources on marketing professional service businesses.

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