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E-ssential
Message # 073:
What drives you crazy?
(Hint: It could be what makes you great!)
When I was working as a copywriter in the national advertising agencies, it drove me crazy when the account strategists brought me a creative brief that referenced the same old differentiators and key messages that I had heard time and time again. I knew that if I could talk to the clients directly, I could draw a story out of them that was more meaningful to them, and more powerfully differentiating for them in the market... and that's why I always insisted on interviewing my clients personally.
It drives me crazy when I see independent professionals -- including coaches, consultants and advisors -- try to look so 'corporate' on their website and in other branded materials. Looking corporate helps them appear professional, but it's also totally devoid of personality. And yet, I know their strongest competitive advantage is who they are as individuals... and that's why I focus on bringing their individuality to the surface of their branding and everything they do.
It continues to drive me crazy when I hear simplistic formulas, pat answers and cliché success systems for wealth and happiness that only work for the one person who thought them up. That's why I am so driven to help people and companies discover their own Essential Message and the success formula that works for them.
What drives you crazy? Figure it out and you'll discover -- perhaps for the first time in your life -- what makes you great!
'Essentially' yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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