Page 56 - Duct Tape Marketing

Discover Your Core Marketing Message

What about this one? “I show small service professionals how to
triple what they charge.” Or, “I help recently divorced women drasti-
cally reduce their taxes.” How about these?

 “I create permanent memories.”
 “I show young, married couples how to retire richly on what

they are currently making.”
 “I help contractors stay out of court.”
 “I make weight loss easy.”
 “I help wealthy individuals slash their taxes.”
 “I teach business owners how to get famous.”

Do you see a pattern?
Here’s the formula:

action verb (I show, I teach, I help) + target market (business
owners, homeowners, teachers, divorced women, Fortune 500

companies) + how to X (solve a problem or meet a need)

When you read statements like the ones I just presented, don’t you
find that you want to know a little more? That type of statement alone
will get you referral appointments, especially when most businesses
looking for new clients simply call and ask to meet so they can sell
something. Who would you see: someone who wants to sell you his
work or someone who wants to show you how to make more money?

Now that you have their attention with your first answer, though,
it’s time to deliver the goods with a supplemental answer.

So now they utter, “Really? How do you do that?”
You must be equally prepared to answer this question. Once your
prospect says, “Tell me more,” you go on to Part 2, telling your listener
how you plan to solve his or her problem. The key to this tool, though,
is waiting until you have their full attention with your talking logo.

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