By: Jon Dwoskin
I told my son Jacob and wife Joanna that I was going downstairs to write my monthly blog. They both looked at me and said, “You write a blog?” Well, yes — I have written one every month for the past year and a half.
Granted, my target audience is not my wife and 14-year-old son — but regardless, how did they not know I write a blog?! Our family is close; I just finished my book “The Think Big Movement,” which I have been working on for the past year; I write all my own material; and I talk about writing all the time.
This got me to thinking: How many of your clients don’t know what you do? How many of the people at your company, in your own walls, don’t fully know what you do? How many of your clients would forget about you if you didn’t remind them what you did for them?
Why is that? Well, today, we have to absorb so much incoming data that it is hard to remember it all. Also, who cares? It has always been a fact that people remember what they want to and what is mostly in front of them.
What does all this boil down to? Here are five things you can do TODAY to make sure everyone – your clients, your colleagues, your employees — knows what you do, why you do it, and how you do it differently from your competitors.
- Have a clear message
The message of what you do should be less than 30 words: quick to understand, easy to remember and easy for you to roll off the tongue. If it seems the least bit complicated, you have lost your audience. For the clearest message, try for something that is seven words or less. Do this and see your market share, mind share and revenues go up. (Maybe your family will even get a clue!)
- Talk about it … every day
Every day you should be talking your message so it stays top of mind to everyone around you. Find different ways to weave it into the conversation without being obvious (or obnoxious) and make sure it applies to the person you are talking to and doing your best to influence.
- Ask and you shall receive …
Make it a habit to ask your clients and co-workers what you do. Many will be able to answer it, and many will not. This will give you insight into where you need to train people and where you need to tighten your message (see number 1). This will also give you ideas on what you may want to start or stop doing. Many new product lines and ideas come from other’s misinterpretation of what you do. Keep your ears open. Your mistakes could make you money and start a new branch of the company!
- Market consistently
Have a marketing campaign that carries solid content and carries your message in clever and fun ways that are out of the box. Make them remember you!
- Create the experience of a lifetime
If you want people to remember you, give them the best experience of their life. Be like Disney and make sure everything they touch is memorable. If no one remembers you, your referral business and repeat business disappears. It takes a lot of time and energy to build a business with only fresh new prospects. Give them the WOW factor they don’t expect, but are craving.
Get started today. Don’t procrastinate. Have fun and always … THINK BIG!
Jon Dwoskin is the founder and CEO of The Jon Dwoskin Experience. Contact me directly at: firstname.lastname@example.org, 248.535.7796 and/or jondwoskin.com