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Dream Biz Making Your eBiz Dreams a Reality!
**07/14/03** Volume 1, Issue 1
Anacleto Marchi, Publisher marco01@myexcel.com
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Welcome to Dream Biz,
Have you ever thought about whether your marketing, advertising
and other contacts with the public tell the true story of who
you are?
Whether we realize it or not, each time we have contact with a
client we define ourselves in that client's mind. Today we take
a closer look at how to make every contact with the public more
profitable by establishing ourselves as the best possible person
to meet their needs.
Hope you enjoy today's issue,
Anacleto Marchi
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This Issue
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=> A Message From Our Sponsor => Feature Article: You Are the
Brand => Ezine Management => Publisher Information
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You Are the Brand by Anacleto Marchi
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How many times have we heard "Xerox this", when the copier
involved may not be a Xerox brand at all? What brand do you
think of when you hear the words "Just do it"?
Branding is a powerful tool in our business lives. While Nike
and Xerox are prime examples of this idea, all businesses can
benefit from branding.
The key factor in branding is this. On the most basic level, the
level where clients live and work, your company is represented
by a person. In your business that person may be you.
Here is a seven step formula that will give you a great start
toward establishing yourself as the brand of choice.
1. Know where you stand now. What name pops into your customer's
mind when they need what you do? If it's not your name, why not?
Do you have a name or slogan that is easy to remember and
clearly describes what you offer?
2. Know where you want to go. What do you want to be known for?
Like it or not, customers will define us if we don't define
ourselves. Do you want to be the low-price leader? Do you want
to be the value-added vendor? We can't (as much as we might like
to) be everything to everyone. Choose a theme for your business
and promote that theme at every opportunity. Soon, you will
become associated with the *One* benefit that is your strong
suit.
3. Narrow your niche. Be such an expert in your field that you
are the natural choice to call when what you do becomes what
they need. Marketing, either offline or online, creates the
greatest impact when it frames YOU as the only smart solution to
a client's problem.
4. Give away some work. If giving away your expertise means
increasing your exposure, strongly consider it. You are
*building* a reputation. There is nothing wrong or manipulative
in trading work for exposure, rather than cash. Sometimes a good
word from an influential customer pays bigger dividends than the
best advertising.
5. Be everywhere at once. Oh, if only wishing made it so. The
Internet can get you close. If you market online, participate in
several question and answer forums or newsgroups where decision
makers and people of influence hang out. Choose your answers
very carefully, but answer every question you can, always
bringing home the message that you are the best choice. If you
market offline, consider adjusting your budget to have a
presence in each medium (TV, radio, print, billboard) to reach
the widest possible audience.
6. Listen and follow up. If you give your product or service (or
even advice) to someone, follow up to see how it worked out. Be
brief and humble, but follow up to make sure you are on the
mark. When you do this you not only evaluate the quality of what
you have given, you have an excellent opportunity to see how it
effects real people in the real world.
7. This should have been the first point, but make sure you
*know* your stuff. 'Nothing' can replace the good will you
create when you do your very best work for every client or
friend.
If you really know your stuff, and are willing to invest some
time, you can become the natural choice for solving problems
that arise in your field. When those calls come, you can begin
to build an endless chain of referrals that will carry your
business to new heights.
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*-----------------Hot Tip------------------*
Six essential qualities that are the key to success: Sincerity,
personal integrity, humility, courtesy, wisdom, charity.
- Dr. William Menninger
*-----------------Hot Tip------------------*
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Ezine Management
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Publisher Information
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Dream Biz is published by Anacleto Marchi. No part of this
publication may be reproduced.
Anacleto Marchi, Publisher North Bay Village, FL 33141 Phone:
305-861-8868 Fax: 305-993-5023 Email: marco01@myexcel.com
Website: http://www.dreambizforyou.com
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