26 of 48

Write now Article Tools

Page 2 of 2

you are 16, the hope is to look older. If you are older, the hope is to look younger. What is the hope of your product or service?

3. Leave Process-ville, Move to Result-ville

After you study how the best companies answer this question, you will see a common thread. The most effective way to answer this question, is to leave behind your desire to talk about "the process". Process talks about what you do. You want to move from Process-ville to Result-ville where you talk about the result of what you do.

Example of Process-ville: I'm an accountant

Example of Result-ville: I help clients have more money every April 15.

4. Answer How You Change Someone's Life or Make it Better

In our society we value "difference". When we invest our time or money, we want to be different in some way. Imagine that you had a toothache. You go to the dentist and when you come home, you still have a toothache. Do you feel as though you got your money's worth?

Your car still has a funny noise after you take it to the shop. Are you a satisfied customer? You spend $100 at the hair salon and no one notices. Do you feel as though you got your money's worth?

Craft your answer to marketing's moment of fear in a way that changes someone's life or makes it better: refreshes, fills dreams, catapults, transforms,

dramatically grows, increases productivity.

5. Do It In 7 words

Incorporate your key benefits in SEVEN words. Your challenge is to capture the essence of what you have to offer, create interest and enthusiasm for it, and enhance your image in the business world.

Articulate your value proposition in seven words or less.

It will be easier for you to remember and to be remembered.

1.__________ 2.___________ 3.___________

4.___________5.___________ 6.__________ 7.___________

To meet and exceed Marketing's Moment of Fear is simple.

Not easy. But simple. It is a journey. Your journey may take 5 days, 5 months, or 5 years to perfect a reply that propels you to truly own the answer.

It is a journey, and the measure is not if you are there yet. The measure is if you have started packing, put up a sign at your desk in Process-ville and moved on over to Result-ville.

Our passion is to improve the world, one leader at a time. Leslie G. Ungar, president of Electric Impulse Communications, Inc., coach, speaker, and strategist. In our work we Transform Ordinary Leaders to Extraordinary. Your group would benefit from hearing me in person or you can sign up for my monthly newsletter at www.ElectricImpulse.com blog http://electricimpulse.wordpre ss.com

Learn more about this author, Leslie Ungar.
Click here to send this author comments or questions.

• << previous page
• 1
• 2

Add your voice

Know something about The principles of marketing?
We want to hear your view. Write now!