Page 54 - Duct Tape Marketing

Discover Your Core Marketing Message

identifiable group of competitors or Goliath to aim at, but they may find
motivation in a great cause or reason for being, and connecting with that
great cause can become the drive to play the game at the highest level.

Your cause can be grand or it can be humble, but find it and you will
be much more prepared to market your business, run it with passion,
and hire people who support the cause and help improve and realize the
vision for your business. Great causes possess the power of attraction.

Think what you do isn’t grand enough to call it a cause? What
if you could rid the world of bad advertising, one ad at a time? Or
prove that tax preparation can be fun? Maybe you can empower any-
one to buy a home. You can make your customers so overwhelmingly
thrilled they will refer their friends and neighbors willingly. You can
ensure that no one will ever be afraid to go to the dentist again.

Are you starting to see how this kind of thinking and the notion
of focusing on competition could help drive your actions? What if
you could actually connect your beliefs and values to your reason for
being? Would that provide motivation to do more? Would that start
to feel like more than a job?

What is your organization’s purpose for being? Aim high, and let
your cause guide you, your people, and your clients to greatness.

The Talking Logo—What You Really Do for a Living

From your marketing purpose statement, we move to crafting a very
practical but powerful message that will eventually make up your
ultimate core marketing message.

In order to really bring your core message to life, we will complete
an exercise that answers the following question in a very powerful
manner. And the question is this: what do you do for a living? The
answer to that question is something that I call your talking logo.

When asked, most people will answer that question by telling

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