Tweet

How to Build a Marketing Message People Listen To

Guest post by: Drew Stevens Ph.D.

Article Overview: When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.

How to Build a Marketing Message People Listen To

I was recently asked to speak at a regional event and just prior to being introduced new members were asked to stand while providing a two-minute “infomercial.” One after the other each provided their name, rank and serial number as if over rehearsed. With the enthusiasm of sleep deprivation each provided a title for their business, i.e. Chiropractor, Dentist, Florist etc.

The problem with these responses is not only boring but also provides little reason for anyone to conduct business with you. When you introduce yourself by title, invisible fences and filters arise because the listening individual may not have an immediate need or they are biased. For example if you introduce yourself as a real estate agent and the listener is not selling or buying property they “tune out.”

Professional services must review their methods of audience engagement to assist networking and lead generation. It is important for two things to occur 1) engage people in order to develop customer centered relationships and 2) illustrate the value you provide to differentiate your practice from others.

When professionals speak they must think in terms of marketing. Marketing is a process that enables you to engage individuals by sharing value based information that aid in developing relationship. Over the last 30 years one of the best methods for establishing this value is with an audio logo. Similar to the manner in which Coke or Nike uses logos to initiate and sustain brand, your audio logo can provide similar.

What is an audio logo? Some may say elevator speech, some a value proposition. Semantics aside an audio logo provides three vital elements: your target market, the issues they have and the value you provide. Simply put, an audio logo is a succinct statement that states what you do without providing a title. For example if you are a Chiropractor you might say, “I work with men and women ages 35 to 50 that greatly suffer from stress and chronic fatigue. I quickly accelerate their agility and flexibility” Not once do we speak in terms of prescription and methods. Nor do we speak about title.

Audio logos remove the stigma of stereotypes while improving the messages sent to prospective clients and peers. The reason – the next statement from the listener will be, “How on earth do you do that?” There is intrigue, desire and most important no filtering. The listener is totally engaged with you.

Don’t believe me take a few moments look into the mirror and state what you do. Then take a few moments to list on a piece of paper the three elements of the audio logo. Which do you deliver with more passion, conviction and interest? Which provides a better statement of value for you? Try it today and watch your conversations soar!

© 2011. Drew Stevens PhD. All rights reserved.

Related Articles
  How to Connect With People
  Learning How to Connect with People
  What Do People Hear In Your Marketing?
  A Powerful First Voicemail and 13 Reasons to Leave It Part A
  How Long Should It Take For My Marketing To Work?
  Asymmetry
  The fastest way to get feedbacks from customers is now possible with text message marketing
  The Trouble with Most Marketing Messages
  Market Your Company With Your Voice Mail Message
  Effective Marketing to Bring in Customers and Grow Your Business
  Why Clients Dump Advisors
  When You have Something Important to Say
  How Playing Chinese Telephone Is Costing You Sales
  Consistency
  Hate Selling? Start a Movement Instead.
  Make your offer viral
  The Biggest Marketing Problem
  Results Rule! Use Tracking and Measurement in Your Marketing
  Key Management Development Secrets - The Importance of Listening and Questioning Skills
  A Social Media Strategy for Business Owners

Article Tags: audio logos, brand, brand loyalty, brand messaging, elevator speech, value proposition



Related Forum Posts
Re: What inspires you? - Inspiration is nothing it is what you called to do? Some work for money, some work for satisfaction, some work because they have priorities in life. It is the passion to do something for achievement or to show that you can do it by using one's talent. I know there are people who are doing great things with their limited skill sets. So, my view point about inspiration is to Dream Big and try to achieve it. I would rather add "Listen to your self". Listen to Inner guide and follow it. You will reach great heights. Robert
Re: What inspires you? - [quote="KH_Global":2o5p0kh7]Inspiration is nothing it is what you called to do? Some work for money, some work for satisfaction, some work because they have priorities in life. It is the passion to do something for achievement or to show that you can do it by using one's talent. I know there are people who are doing great things with their limited skill sets. So, my view point about inspiration is to Dream Big and try to achieve it. I would rather add "Listen to your self". Listen to Inner guide and follow it. You will reach great heights. Robert[/quote:2o5p0kh7] so true
Re: Email Marketing Benefits - Email marketing is a kind of direct marketing used by marketers to communicate with potential or existing customers directly by means of email. In email marketing, sales letters are never sent in an unsolicited way, and every person on an email marketing list, gives permission and agrees to receive email messages from time to time. Here is what you should expect from email marketing service: - Automatic subscribe and unsubscribe. - Automatic removal of bad email addresses. - Automatic message delivery. - Message sending speed and flow control. - Message personalization. With such an email marketing software, you will get a great enhancement in business or e-commerce.
Re: Those Annoying Telemarketers - When I was making phone calls I received 2 different messages that really stood out... Message 1: "We can't come to the phone right now. If you're a telemarketer please remove this number from your records. All other calls...." I never bothered to hear the rest because I wasn't allowed leaving messages anyway. I had to actually talk to the person. Message 2: "This phone number is protected by Embarq Privacy Services (something like that). Please leave your name, phone number and reason for call, and the party you're trying to reach will determine if the call is important to them." I summarized, but you get the point. Embarq is a local phone company. I don't know if it's available nationwide or not. That's a new one on me, though. I utilize caller ID on my cell. Unless it's a local number, I don't bother to answer. If it's important enough they'll leave a message. I use my cell for online and offline business since it has these capabilities as well as voicemail. Gotta love technology.
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Severance and Separation Agreements

The OLD Way of Advertising, May Not be so OLD

Fear Factors in Small Business: Sales & Marketing

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.