What’s Your Big Idea?

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Since man started selling goods & services, success has hinged on The Big Idea. Unfortunately, few services companies embrace the concept of The Big Idea, and as a consequence tend to sound remarkably similar to their competition. Standing out, requires a Big Idea so let’s discuss how to create one.

(This is an interactive article-you’ll get a lot more out of it if you actually do the exercises.)

Big Ideas have at their root the customer or client. What’s the problem that ...

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Business Branding In Your Niche. How To Become a Thought Leader

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OK…yesterday we talked about the first step in business branding and becoming a thought leader, which is to define WHO you want to target. We don’t have the marketing muscle or financial resources to become extremely well known to everyone, so we need to pick our targets carefully.

And remember…defining your target market as Small Businesses, CEOs, Corporations or Baby Boomers is going to make it VERY difficult for you to get the visibility you want.

CEOs…tough. CEOs of retail ...

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How To Use Sales Stories For Rapid Business Growth

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I wrote earlier about using stories for achieving rapid business growth and got a few email responses. Most of them raised a concern or being a bit uncomfortable about sharing too much personal information on their website or in their marketing materials.

It’s a valid concern so let me try to be helpful.

Ultimately, the only truly unique thing about us is…us. By that I mean that despite how talented we are, how good our service is, from a practical perspective, there ...

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What makes you unique?

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I’d just about finished the presentation. There was a long silence.

“OK. Fine. But, you haven’t told me what makes you unique,” my prospective client admonished.

“Unique?” I asked.

“Yeah, your edge.”

“My edge?” I asked.

“Yeah. What do you know that others don’t? What’s your insight? Perspective? You gotta have something, or else you’re just a big hunk of vanilla ice cream-just like everyone else.”

Obviously, I hadn’t told him anything worth listening to. It had all been, “This is who we are. This is ...

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Differentiating Your Business From The Competition

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A common challenge most business owners face is how to differentiate themselves from their competition. As many can attest, developing a marketing statement that conveys what is unique or different about your business has become increasingly difficult.

So what truly makes your business unique? Interestingly the one thing that you want to focus on has little to do with your actual product or service. It has nothing to do with your opinion about how great it is. What makes your business ...

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How To Differentiate Yourself From The Competition

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I think you’ll agree that most of us have a tendency towards activities that are Quick & Easy. When things become difficult, or have more than one step, the temptation is to give up. That’s a mistake since the few who take the time to actually work through the complexity, reap enormous benefits. So what’s my point?

When people think about marketing they tend to focus on the Quick & Easy stuff. “Let’s create a logo.” “Let’s send out a sales ...

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