Just a couple of questions for you today.
If you’re using business networking as the main (or only) way to market your business,
I find that many people are frustrated with their networking efforts.
I’m curious to hear about your opinion and experience, so I hope you’ll post your comment below.
Taglines, to me, are very similar to the 30-second pitches. Both are about “telegraphing” your message to your audience — quickly, precisely, and memorably.
So here is a guest article about taglines. The same principles behind creating taglines can help you create your 30-second pitch.
Enjoy!
The Trouble With Taglines: Why This Catchy Phrase Can Lead You Astray and What You Can Do About It
by Kim Castle, BrandU®
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One of the most powerful components of a brand’s message is the summation of a brand’s position in the marketplace, the promise it offers, and the value it means to your customers; wrap that in a catchy turn of phrase in as few words as possible and you have yourself a tagline.
The trouble is… you need a great tagline to penetrate the overwhelmed mind of your customer and set up permanent residence in their psyche. |
The trouble is… a great one is hard to create.
In a sense… taglines are magically delicious.
WHAT MAKES THEM SO GOOD
In a nutshell, taglines are an evocative and inspiring call to action that is specific to a specific business and sets a foundational tone for the business or product. They take away all guessing from your customer’s minds.
Web usability expert and author of Don’t Make Me Think, A Common Sense Approach to Web Usability says, “nothing beats a good tagline” even on the web.
Typically they take one of eight forms:
However, just knowing a form does not make the magic. The form is just an empty shell without first defining the meaning of the words you actual use.
You also need a decision process to determine which form works best for your business.
Want to know the secret?
The magic is not in the actual words. It’s in a process to arrive at those words and put them in the right order.
Most business owners rush to craft the clever words before they even define the words and what they mean. It’s like wondering what kind of camera you should take with you to Mars when you haven’t even designed the rocket ship to get you there.
The lack of a process keeps business owners guessing for their tagline ‘out there’ in creative land.
In my near two decades in the brand business, I have developed a skill for writing these illusive creatures. Not just because I’m a brilliant copywriter. Not just because I’m clever— although several years as a stand-up comic surely helps.
My ability to craft the perfect unique tagline for a business is because I am able dive into the heart of a brand and bring up the gold. I’m able because of the heart of the brand is in it’s core values and core promises which is derived in the language portion of the brand creation process in Stage Two of BrandU® aptly called Brand Power™.
Here are examples of recent taglines I have created for clients once they have gone through the branding process. (Note these taglines are legally protected by copyright by each client.)
Together making thirst history.™
(Water 4 Life brings great water to the people that don’t have it.)
Bringing Out the Real You.™
(The Reveal System is a natural way to lose weight fast.)
Scientific Keys for Living Well.™
(The Feng Shui Advantage uses the ancient Chinese science of energy.)
Clarity All the Way to the Bank.™
(BrandU® is a process to develop business ideas into a money-making marketable brand.)
Notice these tagline they communicate more — they have a deeper resonance.
The reason: each word has a precise reason for being used and the process to arrive at those words addresses the four-dimensions of being human.
Sound complicated? It’s not. It’s a process.
So… the next time you find yourself looking ‘out there’ for the catchy summation of your brand’s position, promise, and value… stop. Remember your customers and multi-million dollar business deserve more than just a guess. You deserve clarity all the way to the bank.™
© Castle Montone, Limited
Author and BrandU co-creator, Kim Castle teaches entrepreneurs and small business owners how to turn their business ideas into a moneymaking marketable brand — from idea, to brand, to market. If you want to experience clarity all the way to the bank™, get your FREE branding tips now at www.whybrandu.com.
Is this a challenge you share?
[My biggest networking challenge is] to continuously reach professionals working in central London as well as maintaining occasional contact with existing contacts
At first glance, it seems like the issue may be not having enough time to do both.
But perhaps it’s lack of time, in combination with trying to find and reach the right people.
Either way, here are two important points to keep in mind:
In other words, why do you want to build or maintain your network? For what purpose?
Do you want your network to help you generate new business, give you advice and information, provide guidance and encouragement, or all of the above?
Once you know this, you’ll have a clear sense of what kinds of people to meet, whom to keep in touch with — and why.
Don’t confuse the two!
You keep in touch with people you know for a variety of reasons. And networking may be one such reason.
For instance, you may keep in touch with a business associate from a project you worked on together, just because you like his or her company. And one day, he or she may be able to help with a networking goal you have.
On the other hand, if your only reason to keep in touch with someone is for “networking” purposes, it can get tedious. This is why networking often fails.
You can avoid this problem (and the confusion) by first clarifying why you want to meet or reconnect with someone (i.e. to talk about what?).
Keeping these two points in mind will help make the whole networking process more manageable for you.
“[My biggest networking challenge is] starting! I think not having a good ice breaker outside of “Hello, my name is…” gets pretty boring and routine. Also how do I make an impression that leads to a sincere building professional relationship?”
Last week I wrote about what it takes to easily start conversations with anyone.
This week let’s consider how to make an initial impression that paves the way to building a long-term, sincere professional relationship.
Here’s the “secret”:
After all, what would be the foundation or basis for the relationship, if you didn’t have any common interests?
So when you think you might want to build a strong professional relationship with someone, start by considering these questions:
Your responses to these questions will help you engage in a productive conversation with this person on this topic.
You’ll be able to better explain to the other person why you’re interested in building a long-term working relationship. This helps the other person get a clearer sense of where you’re coming from.
You’ll also be able to talk about why the other person may want to consider such a relationship as well. Who knows? You might even bring up things he or she had not considered.
And if you are sincere about what you’re saying, your sincerity will naturally come through.
Try it. See how it works out for you.
(FYI, more on this topic is covered in module 3 of the Effortless Networking self-coaching program.)
“[My biggest networking challenge is] starting conversations with all levels of people, from Ministers, Chief Executives down.”
I recently had a conversation with someone about exactly this topic!
She said she felt intimidated talking with people more knowledgeable than her.
But in social situations, she didn’t have a problem starting conversations with people.
“What’s the difference?” I asked.
It turns out that in social contexts, this person starts talking with people about topics that are of interest to her.
In this case, it doesn’t matter if the other person is more knowledgeable about it or not. In fact, more knowledgeable is probably better, since she is curious about the topic and wants to know more!
In business contexts, she assumes that the topic of conversation must be business related.
And often, she is among people who are specialists or experts in their field. Given her assumption that she must talk about work-related stuff, she feels tongue-tied.
After all, what could she possibly say to a lawyer about law that won’t make her look and feel inadequate?
So I asked her, “How did you come up with this assumption that you should only talk about business related stuff in business contexts? And is it valid?”
She looked at me for a while. Then she sat back, looking relieved!
If starting conversations with people is a challenge for you, what assumptions are you making about such conversations?
More on this topic is covered in module 2 of the Effortless Networking self-coaching program.
Many people attend business networking events or join leads groups without doing much research.
If you did, here is what you might find:
“[My biggest networking challenge is] finding an appropriate networking group. Most groups are comprised of businesses with annual revenue of less than $1M. We really have nothing to offer businesses of this size.”
Or your experience may be this:
“I cannot find a networking group to attend. I am a single mom, I have my own business in the financial industry and I would lile to take my business to the next level. Morning events do not work I take my daughter to school and I am out doing appointments in the evening. I am also looking for a networking group in the Htfd area of CT that does not have many financial professional members already. What do you suggest?”
My response: If you can’t find a group that fits your needs, create one!
I recently wrote about someone who created her own group, and is already reaping the results. Click here to read that story.
If you custom-design a networking group built around the shared objectives of the group members, the return on your investment (of time, energy and money) will be well worth it.
For instructions on how to create your own group, click here.
Important note: to get good returns from networking groups, you do need to invest your time, energy and usually money as well.
If you can’t or aren’t willing to do this, there are alternatives. Click here to read about some of these other options.
I found out about VersaScapes Inc. from one of their past clients. We hired them to make our front yard presentable — which they did.
And when I found out that Jeremy Poague, owner of VersaScapes, gets most of his clients through referrals, I had to interview him! Here’s what Jeremy has to say.
(By the way, if you’re in the Lancaster, PA area and want any hardscaping services, call Jeremy at 717-799-4314 or email him. He’s great!)
How do you find new clients?
Among other things, I truly believe in doing quality work and having good customer relationships. The better value I can provide, the better chances I have for referrals.
I am always looking for ways to improve the uniqueness of my work and to improve efficiency of my work.
With that being said, word of mouth has gotten me where I am today. While I was in high School, many saw that I did good work for an affordable price and the word passed quickly.
I rarely use fliers and stick mostly to business cards and more recently yard signs.
How would you describe your business?
VersaScapes Inc. was officially created at the beginning of 2006 with the intent to provide a wide variety of services, including the seasonal maintenance of a property, adding new garden additions and new looks, fencing, decks, water features, and most importantly emphasizing on hardscaping.
Many people do not understand the term hardscaping.
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I often refer to this as outdoor living since hardscaping can really add to the life of a property and enhance the appeal of an environment for people to enjoy.
Hardscaping comes in the form of patios, walkways, retaining or garden walls, rock formations, fire pits, and much, much more. |
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I haven’t personally had the opportunity to do this, but I once saw a doghouse built out of wall blocks, which was very neat and pretty detailed. The options with hardscaping are almost unlimited. With a little bit of creativity, it can be viewed as a form of art.
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What separates me from competition is the need for perfection, or close to it for that matter. I really want the customer to believe they are getting great value from my service. Many others will claims this as well, but if I were to take pictures of some of my competitors work and compare it to mine people would see a big difference. |
One of the differences in hardscaping is that I expect my work to look the same as when I installed it, many years down the road.
| Most people are deterred from having a paver patio or walkway installed because they have seen what they look like in 2-3 years.
The type of clients I prefer to deal with are those who are serious and truly care about there property, someone who I can prove to that they will be making a good investment and are truly going to receive good value. |
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I often get a lot of people who are looking for the cheapest guy on the block. I believe that you get what you pay for. I am not saying that I am the get rich quick type. I believe you must work hard to reach your goals. I have low overhead, which helps keep the price desirable, but at the same time I have done research on what the competition charges, so I make sure I give more for less. That doesn’t mean I am the lowest priced. I would prefer to say that I am middle priced, but provide above average value.
What do you do to encourage referrals?
Each season poses different obstacles. Each season has a time where business slows. I naturally push for referrals during those periods.
Once a client gets to know me, they will discover that when they give me referrals there can be great benefits.
Each and every referral must be treated independently since some jobs pay better than others. In some cases I send gift cards and other times I discount a clients next bill in order to show appreciation.
How did you get started with your business?
When I was about 5 years old my father started a business in the nursery, landscaping, and lawn maintenance business. He had many large contracts with industrial parks, commercial plazas, apartment complexes, and some residential. We had a large variety of services that we provided.
| I grew up learning much about many aspects of the business.
I was no older than 6 when he turned me loose on a decent sized John Deere riding mower. [When I was older] I answered the phones and took orders on a regular basis. |
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When I was only in the 11th grade, a friend and I decided to do something similar to what my dad was doing. (My dad’s health had taken a toll on him and had decided to take a break from it all. Once this happened [his business] ceased to exist.)
By the use of fliers, made on the home computer with poor resolution printing, we managed to get a few jobs. My short term partner soon realized this isn’t his niche. I was on my own before graduation.
A bit about Jeremy
 Jeremy and family |
I am 25 now and it has only been 7.5 years since I started landscaping as my own boss. However, only 2 of the most recent years have I been full-time.
I have a hardworking wife of 3 years (who had to endure me being in Iraq for approximately 7 months), 2 dogs, and 2 cats. My wife and I had been together pretty much since the 7th grade, nearly 12 years. Currently we have no kids but one day hope to have 2. |
From the time I was 15, I worked as a reptile rep at That Fish Place, I have been a cook and a server at Ruby Tuesdays, a United States Marine (Veteran of OIF II and still currently in the reserves), a business admin student at HACC, and a steel worker at G/S/M Industrial Inc. I am just a few credits away from having an Associates Degree.
I have many talents and hobbies in many other areas, not just landscaping. As a kid played many team sports, including soccer, track and field, and some baseball and football. I haven’t played team sports in awhile but currently am a volunteer coach for the Under-14 Girls soccer team in Lititz.
Here is a good follow-on article to last week: you can use the concepts discussed here to get really clear about your networking objectives and figure out your strategies.
Right Tool for the Right Job: Six Different Ways to Get Your Business Known
By Kim Castle, BrandU®
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If you’re like most people, you started out in your business with an idea of creating something, a dream of making lots of moola with it, and a desire to help people with it.
You then toil to make this idea a reality by developing it, testing it, making it, and then… it sits. It’s only then do you realize that… your work hasn’t even begun yet. You have to get the word out about your business. |
Without knowing how, you start grabbing at tactics like straws in great hope of causing a clamor of customers lining up at your door.
Taking action is great. BUT do you know what job really needs to be accomplished and the right tool to achieve it?
To make your action and business a success, here are the major ways to get your business word out, what they do, and what you should and should not expect from them. They are in order of the biggest bang for your buck.
1. Branding – Define Your Communication
Branding is the process of creating precise and pin-pointed communication of your business (product or service), the value for which it stands, and the feeling customers consistently get from it.
In addition to giving you clear communication of your business’ value and uniqueness, branding provides you a set of rules, a bible, to follow. It also enables all other methods to be united and at their most effective.
NOTE: Branding is NOT a conceptual practice. In fact, it’s the act of turning the concept of your business idea into a solid commerce-driven experience. Just think about the brands you buy everyday. Branding is easy to do, if you have a process to follow.
2. Marketing – Connect to Eye-balls
Marketing is the act of taking a specific product offering out to as many people as possible in a way that elicits their attention and makes them eager to buy. In establishing the frequency of delivery you make sure they see your offer over the hundreds of marketing messages they see everyday without tipping the scale so far they tune your business out.
There are 3 main types of marketing:
NOTE: Marketing does NOT define your business’ uniqueness, nor does it establish your credibility. Rather it is a set of systems based on a set of decisions. In order for your marketing to be it’s most effective, you have to have something solid to base those decisions on— your set of rules.
3. Public Relations – Enlist Big Mouths
PR is the art of influencing public opinion using the presentation of a client’s image, message, or product through exposure in the media.
Depending on how big you want your business to be (either in revenue, size, or impact), at some point you will want help in extending your reach and establishing credibility.
NOTE: The role of PR is NOT to define your business. Its action is to get the media’s assistance in amplifying what you have already defined. But you have to define it. Again, a set of rules is an invaluable asset. PR is a great way to assist with credibility. It should not be confused with publicity.
4. Advertising – Toot Your Horn
Advertising is the practice of creating specific campaigns to attract public attention to a product, service, or company. By means of paid announcements you affect perception or arouse consumer desire to make a purchase or take a particular action. Often this is done through the medias of radio, magazine, newspaper, or television. In fact, the media was invented as a vehicle of advertising.
While glamorous, advertising is often cost prohibitive for businesses just starting out. Without a significant long-term money and time commitment, it will prove unsuccessful and… painful.
NOTE: Advertising is NOT a quick fix way into the marketplace. Its action is to get attention and gain credibility by repeated exposure. Following a map will assure you are going in the right direction over the long haul.
5. Publicity – Make a Spectacle
Publicity is a tool of public relations focused on generating editorial media coverage for a company and/or its products, often done through press releases and community events. The best publicity causes a public commotion; often bad publicity gains more attention than good.
6. Promotions – Spread the Word
Promotions is the routine of getting your business seen. This is often accomplished by imprinting your logo on a pen, keychain, Frisbee or water bottle or by sponsoring specific events. Partnering with another business will spread out the costs as well as your reach.
Now that you truly understand the tools available to you and know the most beneficial order to proceed with them, you can rest assured that you can effectively get the word out about your business and have customers lining up at your door with moola in hand.
© Castle Montone, Limited
Author and Brand Visioneer, Kim Castle teaches entrepreneurs and small business owners how to tap into the full power of their business— the power behind their brand. If you want to experience clarity all the way to the bank™ go to www.whybrandu.com
“Experts” may tell you there’s a right way to network.
I disagree.
Just as in any other area of life, one size does not fit all. In fact, if you network in a way that doesn’t suit your personality, it won’t work.
For example, you may plan to regularly meet with someone then find yourself constantly canceling or rescheduling your appointments.
Or you may decide to attend business mixers and realize that you’re too self-conscious to connect with people there.
On the other hand, when you find a networking approach that truly fits with who you are, you’ll achieve your networking goals much more easily.
Further, when your networking goal is aligned with your networking approach, you’ll start getting remarkable results seemingly effortlessly.
So how do you do this?
You may find, for example, that you use email to stay connected with most people, but there are a few key people that you regularly talk to over the phone.
Or that you enjoy throwing parties, where you can introduce new friends to old friends.
Being aware of your personality and your preferences will help you to understand what networking environments and approaches are best for you.
Do you want to generate more visibility for your business? Do you want to find joint venture opportunities? Do you want business leads?
Networking to find a joint venture opportunity is very different from networking to get potential customers for your business.
The techniques may be the same, but the approach, venue and conversations can be very different.
For instance, you can network through organizations — such as, professional associations, Chamber of Commerce mixers, Leads groups, online networking forums, etc.
Or you can schedule one-on-one meetings with specific people, whether in person, on the phone or online.
Each has its pros and cons.
And each serves a particular need very well.
For instance, if you want to meet a lot of people in a particular industry quickly, going to an event sponsored by that professional association would be ideal. On the other hand, if you want to have an in-depth conversation about something, a private meeting would be better.
Once you have a sense of these 3 factors, you can mix and match them for best results.
For example, if you’re a business owner who prefers interacting with people one-on-one, who wants to generate more business through networking, and has a very busy schedule and limited free time, you might do the following:
This allows you to make the most of your limited time, leverage your personal preference, and meet your business networking goals.
I’d love to hear about how you’d combine these to fit your needs. So please share your comments below…