A Personal Brand
As you may recall, I've been listening to TOP SECRET. And I have been learning a lot. Now, if I'm learning a lot, and I've been in the sales and marketing biz for 3 or 4 decades, imagine what YOU might learn if you're a bit shorter in the tooth than me. So spend a few dollars and buy the system.
But that wasn't what I was planning to talk about. David Blaise, author of the Top Secret Method, points out over and over again, that we are NOT in the product business. Rather we are in the business of getting a message to our customer's customer. We sell space on products to do that.
If we agree that we sell space for messages, how come our business cards and websites make it appear like we are really selling things? Why are we slaves to the newest thing, instead of creative ways to make our sales vehicles more effective? Most important of all for the purposes of this post, does our personal branding reflect this POV? I suspect not. And at this very moment, even California Springs Line has missed this point.
We know that we are providing an advertising vehicle, and you can find evidence of that throughout our website and our catalog. However, you won't notice it in our branding. That is now in the process of being changed. Watch for the difference SOON!
How can you reestablish your distributorship or your rep business in a way that will clearly indicate what business you are in. The first step would be to change your company or personal slogan. Ours is "Yes! We Can!" I think "Yes! We Can!" is something you want to hear from a supplier, but it doesn't suggest that our company in any way provides good ways to get action out of end users.
What if our slogan was "Products That Move People?" Or possibly "Sellers of Moving Billboards?" If you will spend even 15 or 20 minutes thinking about it, I'll bet you come up with several ideas for a slogan that would identify the SPECIAL UNIQUE THING that you or your company brings to the client.
What Next? You'll have to wait until Monday for that.
But that wasn't what I was planning to talk about. David Blaise, author of the Top Secret Method, points out over and over again, that we are NOT in the product business. Rather we are in the business of getting a message to our customer's customer. We sell space on products to do that.
If we agree that we sell space for messages, how come our business cards and websites make it appear like we are really selling things? Why are we slaves to the newest thing, instead of creative ways to make our sales vehicles more effective? Most important of all for the purposes of this post, does our personal branding reflect this POV? I suspect not. And at this very moment, even California Springs Line has missed this point.
We know that we are providing an advertising vehicle, and you can find evidence of that throughout our website and our catalog. However, you won't notice it in our branding. That is now in the process of being changed. Watch for the difference SOON!
How can you reestablish your distributorship or your rep business in a way that will clearly indicate what business you are in. The first step would be to change your company or personal slogan. Ours is "Yes! We Can!" I think "Yes! We Can!" is something you want to hear from a supplier, but it doesn't suggest that our company in any way provides good ways to get action out of end users.
What if our slogan was "Products That Move People?" Or possibly "Sellers of Moving Billboards?" If you will spend even 15 or 20 minutes thinking about it, I'll bet you come up with several ideas for a slogan that would identify the SPECIAL UNIQUE THING that you or your company brings to the client.
What Next? You'll have to wait until Monday for that.
posted by Randy W. Kirk at 10:17 PM
1 Comments:
Your articles are some of the best & most inspiring I've read for this industry. Not only do you give insightful tips you keep it "real" and that's hard to find in any industry!
Keep the widsom flowing!
Post a Comment
<< Home