Page 55 - Duct Tape Marketing

Duct Tape Marketing

you their title or industry. This answer offers little or no marketing
value. By changing how you think about what you do for a living and
turning that thinking into a marketing tool, your talking logo creates
impact everywhere you use it.

Like a traditional printed logo, a talking logo is a tool that allows
your firm to communicate verbally the single greatest benefit of doing
business with your firm.

Remember earlier in this chapter when I asked you to think long
and hard about what you really sell? Well, the answer to that question,
in the eyes of your market, is what you do for a living too.

How do you create your talking logo? Your talking logo must be
a short statement that communicates your position—but leaves the
listener wanting to know more. Think about your clients or potential
clients . . . they want to know what’s in it for them. Don’t just tell
them what your firm does—tell them in a way that matters to them.

“I’m in the insurance business.” “I’m a painting contractor.” “I’m
a computer repair specialist.” The only thing this type of response
will get you is, “Who cares?” or worse. A talking logo may not really
tell people what you really do, but it will force them to take note and
want to know more.

Your talking logo is created in two distinct parts. Part 1 addresses
your target market, and Part 2 zeroes in on a problem, frustration, or
want that market has. You know you have a great talking logo when
a person hears you deliver it and immediately says, “Really? How do
you do that?”

I have an architect client that does design/build work with large
construction firms. In order to get the attention of his general con-
tractor clients, he put the focus of his message on them:

“So, Bill, what do you do for a living?”
“I show contractors how to get paid faster” (Bill’s talking logo).
Now, if you’re a contractor and you’ve just asked an architect that
question, wouldn’t you want to know more?

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