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E-ssential
Message # 089:
Is your brand missing these 3 essential elements?
Smart corporations learned long ago that they connect better with customers and prospects when they humanize their brands. So why is it that so many independent professionals are still trying to appear like large, faceless corporations?
If you're looking to differentiate yourself in the market, you may be overlooking three essential elements of your brand that will help differentiate your business the most: your face, your personality, and your story.
The first time you come back from a trade show or networking event with a stack of business cards -- and no recollection of who they belong to -- you'll appreciate why it's so important to put your face on your business card. That's why we help members of the Bull Pen create compelling business cards with their photo on it.
Now take the pulse of your website. You might already have your photo on it, but is it a small, 'professional' photo that hides the real you? Or does your photo and writing style give visitors a sense of what you're like in real life -- and what it might be like to work with you?
And when you talk to prospects or give presentations, do you just tell them what you do, or do you also tell them the story of why you do it? Your story helps people personalize the challenges they have, and provides a foundation of credibility for the the expertise you have for the way you solve them. That's why I help people discover their own stories in the 'What Drives You Crazy Makes You Great' virtual workshop.
So if you're still wondering how to differentiate yourself in the market, look in the mirror. Three of the best ways may be staring you in the face.
(grin)
Sincerely,
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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