Thursday, April 19, 2012
Wednesday, April 18, 2012
Weak, Evil, and Rotten Words
By
Maria Duron
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Good communication is important in running a business. As people
who sell and provide products and services to others, we need to
effectively convey what our business is about. We have to use words that
make us confident about what we are selling, words that will make us a
trustworthy brand. Of course, part of conveying strong and effective
messages to our consumers mean that our products and services live up
and exceed their expectations. So how do we do it?
Our choice of words greatly affects how people understand what we are telling them. When we are marketing our products, we have to use words and phrases that will convince them that they do want our products or that they need the services that we are offering. Our choice of words also says a lot about how we do business and how reliable we are as a brand.
Here are some words that we should avoid using during business transactions:
Weak words - weak words can greatly affect our business transactions. When talking to customers, we have to make an impression, and using weak words is not good to start with. A sample of a weak word is the word, think. When you say, "I think you will greatly enjoy our product," you sound unsure about the product or you are making your customer feel that you are indifferent. You can improve that sentence by saying, "You will greatly enjoy our product..." then you can go on about why the product is perfect for them. Confidence plays a big factor here. If you know what you are selling and you know it well, you are likely to deliver strong and attractive messages to your customers in a natural manner. You won't even sound like you are trying to sell something. Customers love doing business with people who make them think and feel that they made the right decision by buying your products or services.
Evil words - we have a big responsibility to our business, especially when it comes to our brand's reputation. Anything we do and say reflects back to our business. That's why it's important that we avoid using evil words such as cuss words or derogatory words. It can happen when we are talking to random people out in the street and we feel like airing our opinions. It can also happen when we are on our social media sites and we accidentally updated our status on our business site instead of our personal page. Using such words will offend our customers, especially since we don't know them too well to have a deep understanding on what can and cannot offend them. Be on the safe side; always be polite and sensitive to what our customers will feel about our opinions or statements. Avoid cuss words or words that have a negative meaning.
Rotten words - our words become the worst when we mix it with negative attitude. Keeping a positive tone together with choosing the right words is important in business communication. This is especially true when it comes to customer service. A negative tone and the wrong words will prevent you from gaining a customer, making a sale, and increases your chance of getting a bad reputation. When it comes to customers asking you about anything regarding your business, here are some phrases you should avoid:
• I don't know - saying this means a lot of negative things that can bring your business down. It can mean that you don't know what you are selling. It can mean that you are not interested in this person that is asking about your products, and it can mean that you are not confident about the product or service that you are selling. It's fine if you really don't know the answer to the question, but it's better if you give them a reassuring answer like, let me find out for you. Make them feel that they are important.
• Calm down - this can happen when a customer is on your social media site writing about their bad experience they had with your brand. Don't say "calm down." Instead, apologize and empathize. Understand the problem and then let them know that you are going to do your best to resolve the issue.
• I can't do that - we may be limited by company policies but there's always a way or a workaround on a problem. Saying this will mean that you are not willing to help your customer at all. Instead of saying this, what you can say is, "What I can do is..."
Choosing the right words to say to our customers always matters. When they like something that we said or did for them, they will surely tell it to others. It is the same when they get offended by the words that we say. They will tell others how about the bad experience they had while doing business with your brand. To avoid this, always follow good etiquette and be polite.
Our choice of words greatly affects how people understand what we are telling them. When we are marketing our products, we have to use words and phrases that will convince them that they do want our products or that they need the services that we are offering. Our choice of words also says a lot about how we do business and how reliable we are as a brand.
Here are some words that we should avoid using during business transactions:
Weak words - weak words can greatly affect our business transactions. When talking to customers, we have to make an impression, and using weak words is not good to start with. A sample of a weak word is the word, think. When you say, "I think you will greatly enjoy our product," you sound unsure about the product or you are making your customer feel that you are indifferent. You can improve that sentence by saying, "You will greatly enjoy our product..." then you can go on about why the product is perfect for them. Confidence plays a big factor here. If you know what you are selling and you know it well, you are likely to deliver strong and attractive messages to your customers in a natural manner. You won't even sound like you are trying to sell something. Customers love doing business with people who make them think and feel that they made the right decision by buying your products or services.
Evil words - we have a big responsibility to our business, especially when it comes to our brand's reputation. Anything we do and say reflects back to our business. That's why it's important that we avoid using evil words such as cuss words or derogatory words. It can happen when we are talking to random people out in the street and we feel like airing our opinions. It can also happen when we are on our social media sites and we accidentally updated our status on our business site instead of our personal page. Using such words will offend our customers, especially since we don't know them too well to have a deep understanding on what can and cannot offend them. Be on the safe side; always be polite and sensitive to what our customers will feel about our opinions or statements. Avoid cuss words or words that have a negative meaning.
Rotten words - our words become the worst when we mix it with negative attitude. Keeping a positive tone together with choosing the right words is important in business communication. This is especially true when it comes to customer service. A negative tone and the wrong words will prevent you from gaining a customer, making a sale, and increases your chance of getting a bad reputation. When it comes to customers asking you about anything regarding your business, here are some phrases you should avoid:
• I don't know - saying this means a lot of negative things that can bring your business down. It can mean that you don't know what you are selling. It can mean that you are not interested in this person that is asking about your products, and it can mean that you are not confident about the product or service that you are selling. It's fine if you really don't know the answer to the question, but it's better if you give them a reassuring answer like, let me find out for you. Make them feel that they are important.
• Calm down - this can happen when a customer is on your social media site writing about their bad experience they had with your brand. Don't say "calm down." Instead, apologize and empathize. Understand the problem and then let them know that you are going to do your best to resolve the issue.
• I can't do that - we may be limited by company policies but there's always a way or a workaround on a problem. Saying this will mean that you are not willing to help your customer at all. Instead of saying this, what you can say is, "What I can do is..."
Choosing the right words to say to our customers always matters. When they like something that we said or did for them, they will surely tell it to others. It is the same when they get offended by the words that we say. They will tell others how about the bad experience they had while doing business with your brand. To avoid this, always follow good etiquette and be polite.
Maria Elena Duron, CEO (chief engagement officer), buzz2bucks | a
word of mouth marketing firm, is skilled at making networks "work" and
harnessing powerful online and offline buzz, she facilitates online
visibility services and word of mouth coaching and workshops - taking
companies and professionals from buzz-worthy to bucks-worthy, http://buzz2bucks.com.
3 Ways to Align the Universe Behind Your Career Success
By
Sarah Hathorn
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The essence of all practice is to be cool.
You can call it intuition, quantum physics, faith, or just a
honed and polished ability to listen to your gut as you navigate the
fiercely competitive world of business. But whatever name you give it or
however you prefer to explain, the fact is that sometimes there are
definite signs that we are either veering off track or heading in the
right direction.
The problem is that most people miss those memos from the universe. Great guidance is constantly communicated to us between the lines, but we don't always see it. We fail to spot the subtle signs and signals. But that means that when our proverbial ship comes in we might inadvertently miss the boat. The universe may leave us a bright yellow post-it note, and if it gets buried underneath a pile of beige files we'll never notice.
The secret to picking up on these subtleties -which are just outward manifestations and confirmations of our inner wisdom and internalized experience - is to practice reading them. We need to stay attuned to our heartfelt instincts and gut reactions during the course of our daily routines. That's easier said than done, especially in an age of technological distractions that encourages us to superficially skim over the landscape while multitasking, versus developing a deeper vision of who we are and what we ultimately want to do with our lives.
The process has to begin with you, and here are three helpful tips:
#1 Take an annual inventory of your priorities, passions, and dreams
Update them. Write them down. Picture them in vivid color with minute details to make them come alive. Whenever you are faced with an important decision, an intersection in your life, or a career crossroads, check your response against your internal vision of what you really want.
#2 Nurture this as an internal checks and balances system
Ask yourself if it meets your moral and ethical criteria, and does it align with your personal as well as your professional idea of career success and lifelong legacy. Soon you will start to recognize when the external world resonates like a tuning fork with the internal parts of yourself that matter the most.
#3 Practice seeing the world outside in relationship to this inner vision
Maybe it will come to you during a conversation with a stranger or when you contemplate a passage from a book. You might notice that resonant feeling when you accept an assignment, meet a new client, or walk away from an opportunity that just doesn't quite feel right. That's the universe speaking to you.
The more you listen for this kind of confirmation or look for these signs, the quicker you will become fluent in your own intuitive messaging process. Intentionally develop this receptivity and you'll always find the guidance you need, right when you need it, to ensure your career success and personal fulfillment.
The problem is that most people miss those memos from the universe. Great guidance is constantly communicated to us between the lines, but we don't always see it. We fail to spot the subtle signs and signals. But that means that when our proverbial ship comes in we might inadvertently miss the boat. The universe may leave us a bright yellow post-it note, and if it gets buried underneath a pile of beige files we'll never notice.
The secret to picking up on these subtleties -which are just outward manifestations and confirmations of our inner wisdom and internalized experience - is to practice reading them. We need to stay attuned to our heartfelt instincts and gut reactions during the course of our daily routines. That's easier said than done, especially in an age of technological distractions that encourages us to superficially skim over the landscape while multitasking, versus developing a deeper vision of who we are and what we ultimately want to do with our lives.
The process has to begin with you, and here are three helpful tips:
#1 Take an annual inventory of your priorities, passions, and dreams
Update them. Write them down. Picture them in vivid color with minute details to make them come alive. Whenever you are faced with an important decision, an intersection in your life, or a career crossroads, check your response against your internal vision of what you really want.
#2 Nurture this as an internal checks and balances system
Ask yourself if it meets your moral and ethical criteria, and does it align with your personal as well as your professional idea of career success and lifelong legacy. Soon you will start to recognize when the external world resonates like a tuning fork with the internal parts of yourself that matter the most.
#3 Practice seeing the world outside in relationship to this inner vision
Maybe it will come to you during a conversation with a stranger or when you contemplate a passage from a book. You might notice that resonant feeling when you accept an assignment, meet a new client, or walk away from an opportunity that just doesn't quite feel right. That's the universe speaking to you.
The more you listen for this kind of confirmation or look for these signs, the quicker you will become fluent in your own intuitive messaging process. Intentionally develop this receptivity and you'll always find the guidance you need, right when you need it, to ensure your career success and personal fulfillment.
Sarah Hathorn, AICI CIP, CPBS is an internationally distinguished
executive coach, corporate consultant, professional speaker, and the
founding CEO of her own company, Illustra Consulting. A career
acceleration and leadership presence expert, Hathorn created the
innovative Predictable Promotion System, a 10-step proprietary process.
Get your CD - "5 Steps to a Fast, Predictable Promotion" at http://www.illustraconsulting.com/advancenow
Website & Blog: http://www.illustraconsulting.com
Phone 800-267-3245 Email: info@illustraconsulting.com
Copyright © 2006 - 2011, Sarah Hathorn, AICI CIP, CPBS
This article may be reproduced only in its entirety, including the above bio.
Get your CD - "5 Steps to a Fast, Predictable Promotion" at http://www.illustraconsulting.com/advancenow
Website & Blog: http://www.illustraconsulting.com
Phone 800-267-3245 Email: info@illustraconsulting.com
Copyright © 2006 - 2011, Sarah Hathorn, AICI CIP, CPBS
This article may be reproduced only in its entirety, including the above bio.
Difference Between Sales and Marketing
By
Vickram Aadityaa
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Sales & Marketing - The difference.
Many in the top management use 'Marketing' and 'Sales' as synonyms, even though there is substantial difference between both.
A successful management team must understand the differences between 'Sales' & 'Marketing'.
'Sales' and 'Marketing' bring different orientations to business; hence we are expected to follow different kind of strategies for business success.
'Sales' has a product focus and is mostly production driven. It is only a smaller part of Marketing and has its short-term goals of attaining certain levels of revenue, profit or market share.
'Sales' emphasize on 'price variation' to close a sale where the objective is to sell the product to the customer. 'Sales' has a short-term focus and that does not augur well for prudential planning and brand building.
'Sales' does not attempt to develop strategies for generating long-term competitive advantage. The 'Sales' activity ends with maximizing profits through 'Sales' maximization.
When the entire focus is on 'Sales' the management expects to start immediately on selling the product as the production schedule is complete and the task of the 'Sales' department is to sell whatever the production department has manufactured. Hence the aggression in 'Sales' follows to meet this goal. Needs of the customer and satisfaction levels of the customer are taken for granted. 'Sales' does convert the product into cash for the company in the short run.
Marketing is dynamic in nature and has a wider approach than Sales. Marketing focuses on the customer rather than the product. Sales revolve around the needs and interest of the manufacturer; Marketing revolves around the needs and wants of the customer. Marketing is the process of understanding and satisfying the needs of the customer. Production and Sales is to satisfy a customer at a profit. Marketing consists of all those activities that are associated with planning, product promotion, place of promotion, price of product and distributing the product or service.
Marketing starts with the identification of the customer needs, and if need doesn't exist Marketing creates that need. Marketing creates a customer. Marketing process does not end after Sales of product or service to the customer. Marketing continues to stay with the customer. Marketing is for a very long-term. Marketing involves building relationship with the customer and creating value for the customer. Marketing is a continuous process.
It is perceived that Marketing is a long chain of activities which contains production, packing, promotion, pricing, distribution and then Sales. Customer needs is the driving force behind all these activities. Profits are never ignored but in the process, the Marketer is able to generate a larger customer base, a loyal customer following, and generate profits for the organization. In Marketing the market share takes the 2nd position, the Mind share takes the 1st position.
A truly marketing minded organization tries to create value satisfying goods and services, which the customers will want to buy. What an organization offers for Sales is determined by the customer and not by the Seller. The seller learns from the customer, and the product offered for Sales becomes the consequence of the Marketing efforts.
Sales are concerned with the tricks and techniques of selling products in exchange of cash for the company's products and Sales does not concentrate on the value satisfaction that the exchange is all about.
Marketing on the other hand views the entire business as a creative tool to discover, crease, arouse ad satisfy customer needs.
Difference between Sales and Marketing
Sales -
Many in the top management use 'Marketing' and 'Sales' as synonyms, even though there is substantial difference between both.
A successful management team must understand the differences between 'Sales' & 'Marketing'.
'Sales' and 'Marketing' bring different orientations to business; hence we are expected to follow different kind of strategies for business success.
'Sales' has a product focus and is mostly production driven. It is only a smaller part of Marketing and has its short-term goals of attaining certain levels of revenue, profit or market share.
'Sales' emphasize on 'price variation' to close a sale where the objective is to sell the product to the customer. 'Sales' has a short-term focus and that does not augur well for prudential planning and brand building.
'Sales' does not attempt to develop strategies for generating long-term competitive advantage. The 'Sales' activity ends with maximizing profits through 'Sales' maximization.
When the entire focus is on 'Sales' the management expects to start immediately on selling the product as the production schedule is complete and the task of the 'Sales' department is to sell whatever the production department has manufactured. Hence the aggression in 'Sales' follows to meet this goal. Needs of the customer and satisfaction levels of the customer are taken for granted. 'Sales' does convert the product into cash for the company in the short run.
Marketing is dynamic in nature and has a wider approach than Sales. Marketing focuses on the customer rather than the product. Sales revolve around the needs and interest of the manufacturer; Marketing revolves around the needs and wants of the customer. Marketing is the process of understanding and satisfying the needs of the customer. Production and Sales is to satisfy a customer at a profit. Marketing consists of all those activities that are associated with planning, product promotion, place of promotion, price of product and distributing the product or service.
Marketing starts with the identification of the customer needs, and if need doesn't exist Marketing creates that need. Marketing creates a customer. Marketing process does not end after Sales of product or service to the customer. Marketing continues to stay with the customer. Marketing is for a very long-term. Marketing involves building relationship with the customer and creating value for the customer. Marketing is a continuous process.
It is perceived that Marketing is a long chain of activities which contains production, packing, promotion, pricing, distribution and then Sales. Customer needs is the driving force behind all these activities. Profits are never ignored but in the process, the Marketer is able to generate a larger customer base, a loyal customer following, and generate profits for the organization. In Marketing the market share takes the 2nd position, the Mind share takes the 1st position.
A truly marketing minded organization tries to create value satisfying goods and services, which the customers will want to buy. What an organization offers for Sales is determined by the customer and not by the Seller. The seller learns from the customer, and the product offered for Sales becomes the consequence of the Marketing efforts.
Sales are concerned with the tricks and techniques of selling products in exchange of cash for the company's products and Sales does not concentrate on the value satisfaction that the exchange is all about.
Marketing on the other hand views the entire business as a creative tool to discover, crease, arouse ad satisfy customer needs.
Difference between Sales and Marketing
Sales -
- Emphasizes on the Product
- Management approach is sales volume oriented
- Planning is short-term oriented, in terms of today's products and markets.
- Stresses the needs of the seller
- Views business as a goods producing process
- Emphasis is on staying with existing technology and reduction in costs
- Different departments work in highly separate water tight compartments
- Cost determines price
- Sales views customer as the last link in business
- Organization first determines customers' needs and wants and then decides on how to deliver a product to satisfy these wants and needs.
- Management approach is profit oriented
- Planning is long-term oriented, in terms of new products, tomorrow's markets and future growth.
- Stresses the needs and wants of customer
- Views business as a customer satisfying process
- Emphasis on innovation in very sector, and proving better value to the customer by adopting newer superior technology
- All departments of the business operate in an integrated cohesive manner, with the sole objective of generating customer satisfaction.
- Customer determines the price; price determines cost.
- Marketing views customer as the sole reason for being in business.
Simple Tips to Remember Before an Audition
By
Antony Maina
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Today, you can easily come across casting calls. As a matter of
fact, calls for auditions are easy to find online. Such calls offer an
irresistible attraction for those with the zeal to be actors. They
attract people with all kinds of acting abilities in different roles.
This results in stiff competition, and you have to emerge as the best in
order to be chosen for whatever role you audition for. This, therefore,
calls for rigorous practice to help you sharpen your acting skills to a
professional level.
While you are searching for auditions, you are certainly going to come across closed calls and open calls. The open auditions do not limit the participants, and this makes competition extremely stiff because anyone can audition. On the other hand, closed auditioning limits the number of participants. The casting directors send out audition invites to a select number of actor, who are usually famous. Sometimes they also get scripts alongside the invites to facilitate prior rehearsals.
Whether you are lucky enough to get the invites or you are just one of the many in the open auditions, you need to attend acting classes as a necessity for enhancing your skills. You are then able to read the script and understand it fully. You also learn to play various roles, portraying each character accurately.
The classes give you beneficial tips on taking casting calls. You learn how to manipulate your voice in such a way that you have the right projection, articulation and clarity when saying your lines. You get to learn the essentials of auditioning successfully within a set time limit.
This time limit means that the minute your name is called out, the clock starts ticking. Therefore, you should not waste even a minute of it. Avoid asking for more time at all costs, as this will create the impression that you are not a time-conscious actor. Hence, if you are given three minutes to perform your role, use exactly three minutes and not more.
There could be hitches like blundering on stage, and you must be prepared for such instances. When you have given yourself enough time to practise your lines, you are able to observe time and avoid careless blunders. In case you have been given lines that would take more than three minutes to perform, you are also able to pick out those that carry the heaviest impact, and with a smooth flow.
In addition to early preparations, you ought to get to the auditioning venue earlier than the time given. This will allow you to familiarize yourself with the place. Do not concentrate on what other contestants are doing. In fact, there are some that will try to show off their talent. Stick to your plan and avoid intimidation.
You should be ready for any role. Sometimes, the judges go off the book and request a different performance. You have to be open-minded and expect such. Costumes are not always an added advantage, and should thus be chosen with care to fit the context of your performance. Whatever you wear or do, never exaggerate what you have to offer. A sense of modesty can be a tie-breaker.
While you are searching for auditions, you are certainly going to come across closed calls and open calls. The open auditions do not limit the participants, and this makes competition extremely stiff because anyone can audition. On the other hand, closed auditioning limits the number of participants. The casting directors send out audition invites to a select number of actor, who are usually famous. Sometimes they also get scripts alongside the invites to facilitate prior rehearsals.
Whether you are lucky enough to get the invites or you are just one of the many in the open auditions, you need to attend acting classes as a necessity for enhancing your skills. You are then able to read the script and understand it fully. You also learn to play various roles, portraying each character accurately.
The classes give you beneficial tips on taking casting calls. You learn how to manipulate your voice in such a way that you have the right projection, articulation and clarity when saying your lines. You get to learn the essentials of auditioning successfully within a set time limit.
This time limit means that the minute your name is called out, the clock starts ticking. Therefore, you should not waste even a minute of it. Avoid asking for more time at all costs, as this will create the impression that you are not a time-conscious actor. Hence, if you are given three minutes to perform your role, use exactly three minutes and not more.
There could be hitches like blundering on stage, and you must be prepared for such instances. When you have given yourself enough time to practise your lines, you are able to observe time and avoid careless blunders. In case you have been given lines that would take more than three minutes to perform, you are also able to pick out those that carry the heaviest impact, and with a smooth flow.
In addition to early preparations, you ought to get to the auditioning venue earlier than the time given. This will allow you to familiarize yourself with the place. Do not concentrate on what other contestants are doing. In fact, there are some that will try to show off their talent. Stick to your plan and avoid intimidation.
You should be ready for any role. Sometimes, the judges go off the book and request a different performance. You have to be open-minded and expect such. Costumes are not always an added advantage, and should thus be chosen with care to fit the context of your performance. Whatever you wear or do, never exaggerate what you have to offer. A sense of modesty can be a tie-breaker.
We give the top info about casting for a movie and casting calls for movies. For additional information please visit the provided links.
The Elements of Positioning
By
Tracy E Morgan
If you look at the wireless communications industry you may think positioning means inventing a catchy new name, such as Verizon or Cingular, then rolling it out with a hundred million dollar advertising campaign. In reality, a brand name is only one component of effective positioning, and a massive marketing budget is not always necessary.
There are three steps to positioning:
Step 1: Define the target customer. Segmenting the market in the volatile technology sector is not always easy, but it is critical to understand the customers' needs and to group customers based on their common needs. Cingular Wireless has defined and targeted a segment of their market that makes an emotional purchase rather than one based on technical performance features.
Step 2: Know the competitor. It's important to analyze both the competitors' offerings and their positioning so you consciously decide whether to create a new position in the customer's mind or to battle head-to-head for the same position with another company. Unless you have a substantial competitive advantage, the latter strategy is almost always more costly.
Step 3: Describe the unique benefit you offer.
Unique is a key word here because there are some benefits that all competitors in your field offer, and you don't want to build your position around one of those attributes. For example, name a wireless company that offers a flat fee for a set amount of minutes. This once-unique offer has become so common that all the ads and commercials tend to merge with no brand standing out from the rest.
If you have several unique benefits you need to rank them in importance to your target customer. Federal Express, for example, has held a leadership position in its industry for many years because it guarantees next day delivery. This guarantee is more important to the overnight delivery business customers than low prices.
Writing a Positioning Statement
A positioning statement is the foundation for the company's advertising and promotional campaigns; it should not be confused with an advertising slogan. A company must first define its message by developing a positioning statement. Only then should the company develop catchy phrases to communicate that message. The positioning statement must remain constant even if the slogans change.
Positioning statements are usually built around the following attributes:
Price- Our prices are unbeatable.
Quality - Only the finest ingredients are used in our pasta.
Convenience - Our technical support people are available 24/7.
Customize - "Have it Your Way" at Burger King.
Proprietary Technology - Our patented formula will improve your health.
Performance Features - We have the highest speed connections in our region.
Relationships - The software used by investment professionals.
Every marketing tactic can either support or contradict the positioning statement. The brand name, logo and advertising give the position high visibility. The brand name, Cingular, is a play on the word "singular." Their animated logo resembles a person. Both support a position of individuality and self-expression, as does Cingular's memorable advertisement showing football players doing ballet. Verizon is a blend between "veritas" which connotes reliability and "horizon" to signify unlimited possibilities. Their position is as a dependable leader, embodied by their spokesman, James Earl Jones, an honest, loyal, father figure. Other elements that influence positioning include pricing, packaging, supplemental services, strategic partners, and distribution channels.
With the vast quantity of information assaulting people on a daily basis, to be remembered a company must create a distinctive position in a customer's mind. In your race to the top, follow these steps and create brand positioning for your company, and then ensure that every marketing decision is consistent with your positioning.
Tracy Morgan is the founder of North Star Strategies, a management consulting firm based in Delaware.
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Pos'it'ion'ing(verb) "Positioning starts with a product. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect." (Al Ries and Jack Trout, Positioning the Battle for Your Mind.)When most of us hear "Tide", we get an image about something that "Gets the Dirt Out". When we are standing in the grocery aisle, we remember that image as we compare brands and select one for our grocery cart. The importance of strategic brand positioning for consumer products is well recognized. But what about for "techy" products or services? Is brand positioning important or even possible? The bottom line: strategic brand positioning is critical to technical businesses whether the company sells to consumers, provides technical services, or sells to other businesses. Building brand equity leads to greater market share and increased profitability.
If you look at the wireless communications industry you may think positioning means inventing a catchy new name, such as Verizon or Cingular, then rolling it out with a hundred million dollar advertising campaign. In reality, a brand name is only one component of effective positioning, and a massive marketing budget is not always necessary.
There are three steps to positioning:
Step 1: Define the target customer. Segmenting the market in the volatile technology sector is not always easy, but it is critical to understand the customers' needs and to group customers based on their common needs. Cingular Wireless has defined and targeted a segment of their market that makes an emotional purchase rather than one based on technical performance features.
Step 2: Know the competitor. It's important to analyze both the competitors' offerings and their positioning so you consciously decide whether to create a new position in the customer's mind or to battle head-to-head for the same position with another company. Unless you have a substantial competitive advantage, the latter strategy is almost always more costly.
Step 3: Describe the unique benefit you offer.
Unique is a key word here because there are some benefits that all competitors in your field offer, and you don't want to build your position around one of those attributes. For example, name a wireless company that offers a flat fee for a set amount of minutes. This once-unique offer has become so common that all the ads and commercials tend to merge with no brand standing out from the rest.
If you have several unique benefits you need to rank them in importance to your target customer. Federal Express, for example, has held a leadership position in its industry for many years because it guarantees next day delivery. This guarantee is more important to the overnight delivery business customers than low prices.
Writing a Positioning Statement
A positioning statement is the foundation for the company's advertising and promotional campaigns; it should not be confused with an advertising slogan. A company must first define its message by developing a positioning statement. Only then should the company develop catchy phrases to communicate that message. The positioning statement must remain constant even if the slogans change.
Positioning statements are usually built around the following attributes:
Price- Our prices are unbeatable.
Quality - Only the finest ingredients are used in our pasta.
Convenience - Our technical support people are available 24/7.
Customize - "Have it Your Way" at Burger King.
Proprietary Technology - Our patented formula will improve your health.
Performance Features - We have the highest speed connections in our region.
Relationships - The software used by investment professionals.
Every marketing tactic can either support or contradict the positioning statement. The brand name, logo and advertising give the position high visibility. The brand name, Cingular, is a play on the word "singular." Their animated logo resembles a person. Both support a position of individuality and self-expression, as does Cingular's memorable advertisement showing football players doing ballet. Verizon is a blend between "veritas" which connotes reliability and "horizon" to signify unlimited possibilities. Their position is as a dependable leader, embodied by their spokesman, James Earl Jones, an honest, loyal, father figure. Other elements that influence positioning include pricing, packaging, supplemental services, strategic partners, and distribution channels.
With the vast quantity of information assaulting people on a daily basis, to be remembered a company must create a distinctive position in a customer's mind. In your race to the top, follow these steps and create brand positioning for your company, and then ensure that every marketing decision is consistent with your positioning.
Good Design Is Always Simple
By
Cheng Keat Tan
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One of the great masters of the 20th century Mies van der Rohe
once uttered the famous sentence of "Less is More." This short sentence
succinctly encapsulates the essence of minimalism which is a design
style that emphasizes on the arrangement of clean lines and clear order
of space in architecture. The idea behind this sentence is so powerful
that it has effectively influenced not just architects but designers of
all disciplines as well.
The most obvious influence from this quote is on the design of logos and symbols. Established graphic designers will tell you that a simple logo can be registered in consumers' mind easier and as a result people can associate it with the product better. One very classic example is Nike's logo. This simple and yet powerful logo of Nike successfully project the brand to a higher level as majority of people can read and comprehend it at ease. When a symbol becomes too complicated and overcrowded with many elements such as the design of school badges; people will have difficulty in differentiating one from the other. Furthermore, most good logos don't have any text associated with it. The moment there is text in the design of logo, it needs to be written in a certain language. If people do not understand that language, then the logo has failed in its function as a marketing tool. It will be an opportunity loss to whichever company that has this type of logo. It is acceptable if the product is just being targeted for the local market as people within that market may still comprehend it. However, if the product is being exported to another country, then its message may not get delivered across to the consumers overseas.
Recently I came across a souvenir card which I think was cleverly designed to represent a country. The moment I saw the card, I can instantly tell that this souvenir must be from Vietnam as there is a cut-out lady wearing the traditional dress riding on bicycle which is a clear representation of that country. When I opened the card, a much more detailed cut-out lady on bicycle with colors popped out. This image further confirms to me that the card is indeed a souvenir from Vietnam. What I like most about the card is its simple design. When observed carefully, there is not a single word trying to explain what the card is all about. The design only relies on an image as a symbol to represent an entire country. This is indeed a good example of "less is more".
Never Stop Learning, live each day with passion to acquire new knowledge in growing yourself into a better person.The most obvious influence from this quote is on the design of logos and symbols. Established graphic designers will tell you that a simple logo can be registered in consumers' mind easier and as a result people can associate it with the product better. One very classic example is Nike's logo. This simple and yet powerful logo of Nike successfully project the brand to a higher level as majority of people can read and comprehend it at ease. When a symbol becomes too complicated and overcrowded with many elements such as the design of school badges; people will have difficulty in differentiating one from the other. Furthermore, most good logos don't have any text associated with it. The moment there is text in the design of logo, it needs to be written in a certain language. If people do not understand that language, then the logo has failed in its function as a marketing tool. It will be an opportunity loss to whichever company that has this type of logo. It is acceptable if the product is just being targeted for the local market as people within that market may still comprehend it. However, if the product is being exported to another country, then its message may not get delivered across to the consumers overseas.
Recently I came across a souvenir card which I think was cleverly designed to represent a country. The moment I saw the card, I can instantly tell that this souvenir must be from Vietnam as there is a cut-out lady wearing the traditional dress riding on bicycle which is a clear representation of that country. When I opened the card, a much more detailed cut-out lady on bicycle with colors popped out. This image further confirms to me that the card is indeed a souvenir from Vietnam. What I like most about the card is its simple design. When observed carefully, there is not a single word trying to explain what the card is all about. The design only relies on an image as a symbol to represent an entire country. This is indeed a good example of "less is more".
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3 Tips for Using Billboards for Advertising
By
Selena McIntyre
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Billboard advertising is the most cost effective type of
advertising and it is very effective. Billboards are everywhere, and for
good reason: They work! Since they are so effective, how can
advertisers get the most bang for their buck with billboards? Here are
three tips to help you with your billboard advertising.
1. Chose the best possible location:
In the billboard world, location is everything! Look for a billboard location that is close to areas that your target market will go to so you can expose them to your advertisements.
Also look for billboards that can be easily viewed from far away. You don't want a billboard that you can only see right as you drive past it. Choose billboards that give you plenty of time to read your message.
Drive by the billboard several times throughout the day to get an idea of how well you can or can't see it before making your final decision to purchase it or not.
2. Follow these basic billboard design rules:
Advertisements on billboards only have an average of 7 seconds to be viewed so it is our job as advertisers to make the design the best it can be by making sure the copy is big enough to be read by passing motorists. I would recommend to make it at least two feet tall and to use thick, easy to read fonts. A good general billboard rule is to use 9 words or less in your entire billboard! Less is more.
Make sure you use good contrasting colors. Black copy on red backgrounds do NOT work well on billboards because their isn't enough contrast between the two colors. However, black copy is very effective when placed on a yellow background.
Tell the passing motorists who your company is and how they can get in touch with you. There's nothing worse than a great ad with a tiny logo which makes you guess who the ad belongs to and leaves you with no way of knowing which product to purchase.
3. Test your results to see just how effective your billboard really is:
Ad tracking is the ultimate way to see just how good or bad your advertisement is doing and the same is true with billboards. Tracking the results of a billboard isn't as easy as tracking an online ad, but it can still be done with a little bit of creativity.
Selena obtained a Marketing degree from Abraham Agricultural
College in 1998. She has always loved art and has taken several art and
web design courses over the years. Selena became a Graphic Designer in
1999 and has worked with hundreds of small businesses and national
corporations to help them get the most out of their advertising. Some of
her strengths are: billboard design, banners, and advertising, and she
is very skilled with: PhotoShop, CorelDraw, Illustrator and Dreamweaver.1. Chose the best possible location:
In the billboard world, location is everything! Look for a billboard location that is close to areas that your target market will go to so you can expose them to your advertisements.
Also look for billboards that can be easily viewed from far away. You don't want a billboard that you can only see right as you drive past it. Choose billboards that give you plenty of time to read your message.
Drive by the billboard several times throughout the day to get an idea of how well you can or can't see it before making your final decision to purchase it or not.
2. Follow these basic billboard design rules:
Advertisements on billboards only have an average of 7 seconds to be viewed so it is our job as advertisers to make the design the best it can be by making sure the copy is big enough to be read by passing motorists. I would recommend to make it at least two feet tall and to use thick, easy to read fonts. A good general billboard rule is to use 9 words or less in your entire billboard! Less is more.
Make sure you use good contrasting colors. Black copy on red backgrounds do NOT work well on billboards because their isn't enough contrast between the two colors. However, black copy is very effective when placed on a yellow background.
Tell the passing motorists who your company is and how they can get in touch with you. There's nothing worse than a great ad with a tiny logo which makes you guess who the ad belongs to and leaves you with no way of knowing which product to purchase.
3. Test your results to see just how effective your billboard really is:
Ad tracking is the ultimate way to see just how good or bad your advertisement is doing and the same is true with billboards. Tracking the results of a billboard isn't as easy as tracking an online ad, but it can still be done with a little bit of creativity.
- Simply ask potential customers how they found you. You can bring it up in casual conversation with your potential customers, you can email them or even ask them on your social media sites.
- Put a unique phone number or website address on your billboard so you can see how many people contact you this way. You can then see how many of those people purchase your product of service.
- There's even tracking devices that can be placed on billboards to see who looks at your ad. Of course it's a bit pricey, but it can be done.
Your Brand - Your Reputation
By
Monica C Jones
Monica is also creator of the B2B Bash a business to business networking community that hosts super cool, super funky networking parties. The Bash is held after work at nightclubs, lounges and other cool venues across New York. It's a social life for your business.
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There is a common misconception when it comes the definition of a
"Brand". Your 'Brand' is composed of experiences a customer can expect
when they deal with your company. That can be anything from your website
and brochure, your office decor to the way you answer the phone. Many
small businesses assume that branding doesn't apply to them and that
it's only for the Nikes and the Apples. Reality check.... If you're not
managing your corporate image, who is?
Whether their first experience is through your website or the business card that you hand out at a networking event, that first impression isn't one you can get back. Professionally designed and branded marketing materials tell potential clients that you value your business and that you are serious about the product or service you provide. In this case, the perception is the reality. If your corporate image is sloppy and unprofessional, why would someone trust you with their business.
You should look at your branding efforts as an investment. What's the old adage?...You have to spend to money to make money? Well the only thing more expensive than hiring a professional is hiring an amateur. You are really good at what you do. If what you do doesn't include graphic design & marketing then put the mouse down and step away from the computer. Too often small businesses try to create their own marketing materials. More often than not, businesses and organizations fail to understand the true benefits of hiring a professional to handle their branding and marketing efforts. They say, "Oh I just designed it on my computer and printed it in the office." That kind of behavior can damage your company image. It can damage your brand and that has far reaching consequences. It can affect your ability to get new clients. It can affect your ability to charge the rate you're worth. It can affect your ability to have the business you dreamed of.
Just because you can..doesn't mean you should. By the same token, there are plenty of aspects of your business that you must manage. You can have the best brochure on the planet but if you don't return your customer's phone calls, you won't keep that customer very long. Your branding efforts must be a balance between your visual brand (logo, marketing materials, website, etc.) and the experience that customer has when they interact with your company. Make sure that experience is a good one.
Monica Jones is owner and president of 3D Studios a brand
management firm specializing in helping businesses and organizations get
in front and stay in front of their target market. http://www.3dstudios.netWhether their first experience is through your website or the business card that you hand out at a networking event, that first impression isn't one you can get back. Professionally designed and branded marketing materials tell potential clients that you value your business and that you are serious about the product or service you provide. In this case, the perception is the reality. If your corporate image is sloppy and unprofessional, why would someone trust you with their business.
You should look at your branding efforts as an investment. What's the old adage?...You have to spend to money to make money? Well the only thing more expensive than hiring a professional is hiring an amateur. You are really good at what you do. If what you do doesn't include graphic design & marketing then put the mouse down and step away from the computer. Too often small businesses try to create their own marketing materials. More often than not, businesses and organizations fail to understand the true benefits of hiring a professional to handle their branding and marketing efforts. They say, "Oh I just designed it on my computer and printed it in the office." That kind of behavior can damage your company image. It can damage your brand and that has far reaching consequences. It can affect your ability to get new clients. It can affect your ability to charge the rate you're worth. It can affect your ability to have the business you dreamed of.
Just because you can..doesn't mean you should. By the same token, there are plenty of aspects of your business that you must manage. You can have the best brochure on the planet but if you don't return your customer's phone calls, you won't keep that customer very long. Your branding efforts must be a balance between your visual brand (logo, marketing materials, website, etc.) and the experience that customer has when they interact with your company. Make sure that experience is a good one.
Monica is also creator of the B2B Bash a business to business networking community that hosts super cool, super funky networking parties. The Bash is held after work at nightclubs, lounges and other cool venues across New York. It's a social life for your business.
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