Page 48 - Duct Tape Marketing

Discover Your Core Marketing Message

market fear or seem to believe is universal for what you do?
If so, focus on communicating how you have the answer.
(Painless dentistry, for example.) I know a remodeling
contractor who found that what his clients appreciated the
most was the way his crews cleaned up at the end of the day.
He began to promote the fact that he owned more Shop-Vacs
than any other remodeling contractor on the planet.
 Communicate a message of value—Many times there are
things you do that don’t get communicated, extras that
you provide or services you think should be included. Your
positioning may just rest in more effectively communicating
what you do. I know an office furniture dealer that has
adopted the message “We Make Your Business More Valuable”
to communicate all the things they bring to the party. Now
everything they do is focused on delivering on that statement.
Everyone else in the industry sells furniture.

Steve Burbridge of Neal Harris Heating and Cooling has developed
a consistent core marketing message that has successfully separated his
company from the competition and positioned it with top-of-the-mind
consumer awareness. The message is “Technicians You Can Trust with
Your House Keys.” This is used in all their marketing and even has a
jingle with it for radio ads—the sound of keys jingling! How powerful
is it? A stranger in a fast-food restaurant saw Steve in uniform and came
over and jingled his keys at him!

Here are some great ways to communicate your core message.

 Develop a unique habit—I know a financial planner who has
his clients’ cars detailed right out in his parking lot when they
come in for their annual review. They can’t help but rave to
their friends about this unique touch.

 Offer over-the-top customer service—Everyone knows

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