Marketing your business is multi-faceted and can be overwhelming to stay on top of. This 10 week program will walk you through different areas of marketing your business and help you focus on the areas that matter most: ones that create sales opportunities. This is geared for DIY marketing with tips on how to implement low cost strategies into your business.
Starts Thursday, October 2nd, 2014, 8 pm – 10 sessions
Program fee: $149 + GST
Register today and save $50! (ends at Friday, Sept 19th at midnight)
When we see Olympic athletes on the podium, we know they worked really hard to get there. But http://www.theessaymag.com/canada/ Steven Bradbury’s story struck me with a sense of awe about his incredible determination and persistence.
Australia’s first team to win a championship in a winter sport. They won the 5,000m relay at the World Championships. In 1992, his team crashed during the semi-finals in the Winter Olympics. In the 1994 Winter Olympics, he was part of the short track team that won bronze. On an individual level, he was knocked over by a rival in a semi-final and limped across the finish line for fourth place and was eliminated. In another race, he was pushed by a competitor (who was disqualified) and fell.
More dramatically, at the 1994 World Cup, his right leg was cut by a competitor’s skate and he lost 4 litres of blood. It took 111 stitches and 18 months before he was back up to full strength. He was considered a strong contender for the Winter Olympics but didn’t place in team and had crashes in his individual events.
Then, in what could have been a career-ender, he fractured 2 vertebrae during a training accident. A month and a half in a halo brace, 4 pins in his skull and screws and plates bolted into his chest. He was told he would never compete again.
And then, in the men’s short track at the 2002 Salt Lake City Winter Olympic Games, a series of unlikely events created the opportunity for him to be in the finals. Because he had 4 races back to back and he was up against stronger and faster contenders, his strategy was to stay on his feet and stay in the race.
Ironically, in the end, it was an ill-timed accident that opened the path for him to… well, see for yourself.
His perseverance is inspirational. Against all odds, he showed up and was ready for opportunity. And then he did a “Bradbury” – an Australian expression named after him for doing an unusual or unexpected success.
Where will persistence take you? And how will you show up – both at the race and in the unseen training in-between?
What kind of language do you use to talk about your business? Do you know what is the difference between features and benefits in your communication?
What are features?
Many business owners try to promote their business by talking about features. Features describe the function of what a product or service does. For example, if you were selling a car, a feature approach is that it has 222 horsepower, all wheel drive, power steering and side impact beams. The thing about features is that they don’t connect the dots between what you do and what it does for your customer. And most potential customers don’t make the connection on their own.
What are benefits?
Benefits, on the other hand, speak about what is in it for the customer. Going back to the car analogy, it would be talking about feeling because your children are protected by the safety features or being confident driving in bad weather because of the differential steering.
Test your own marketing materials
I find myself falling into the pattern of talking about features or the “here is what I do” so I make a point of taking a step back and analyze the way I describe my business. Here is a quick exercise that will show you in a visual way whether you used feature based communication or benefits based communication.
Take a look at your website, brochures, business card and other marketing material either as you create them or when they are done. In fact, I encourage you to take one copy of each communication piece and 2 colored pens. Circle with one color all the times that you use features to talk about your business and then use the other color for when you use benefits language in your marketing communications.
Marketing exercise using DivaFish Communication brochure
Studies have shown that people tend to make decisions based on emotion (the connection with what’s in it for them – or benefits) and then justify their decisions with facts (the features).
I’d love to hear what you discover as you work on and review how you talk about your business in networking and marketing communications.