The Special Advantage™
I.
Brand Development
With
the thousands of messages we see each day, the average consumer has evolved into
a master level sorting machine, dismissing in rapid fashion, any and all
superfluous information. Our new aptitudes have given us the ability to process
piles of junk mail and channel surf through hundreds of channels extracting only
the information we need to further our lives. That is why it is critical to
shape your message in a distinctive way so people can clearly understand and
articulate its meaning, thus eliciting a powerful response. Branding is that art
form.
We
facilitate a process that focuses on the following areas:
1.Value
Proposition – The
Problem/Resolution Aspects of Product or Service. Value Proposition is the
fundamental “Language” of your business.
2.Languaging –
Helping You To Articulate Your Message Clearly And Concisely…These Are The
Questions That Elicit An Enrollment Opportunity.
3.Differentiation – Differentiation Is What Helps You To Stand Out From The
Competition – It Answers The Question, “How Are We Different?”
4.Unique
Selling Proposition –
Answers the Statement: “This is Uniquely Ours and No one Else is Doing This!” If
Done Right, USP Eliminates Competition.
5.Market
Research – Understanding The External Factors
That Govern Your Market Place
6.Demographics
– The Quantitative Characteristics of Your Market – Demographics measure
everything from the number of total customers that exist in your market to the
amount of disposable income they have to spend. It measures the growth rate of
the market and examines other characteristics pertinent to your
sales.
7.Psychographics - The
Thought Process Your Customers Go Through When Making A Buying
Decision
8.Competitive Edge – Quite Simply, Competitive Edge Is What Helps You To Be
World-Class. Beyond Just The Message, We Help You To Develop A Purpose and A
Mission; an Endeavor Worthy Of Attention.
Out of this section, you will be able to accomplish
the following
Specific Measurable Results:
Attain a clear message that speaks directly to your customers
pre-attuned listening. This language is used to create powerful marketing
materials outlined in Section III, Sales Presentations outlined in Section IV,
and other promotional strategies outlined in Section V. Clients typically
experience massive increases in the return on advertising impact versus the cost
of doing business.
Understand how each “conversion point” in the marketing spiral
functions. In other words, we set up specific measurable business metrics to
examine customer behavior and buying criteria, where we are converting business
into sales, and where there are vulnerabilities.
Help
you to clearly differentiate yourself from the competition and create a concise
messaging platform in the mind of your clientele.
Ultimately help you to create a “Duplicatable Language” driving
referral sales and leveraging your business attunement.
