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Discover Your Core Marketing Message
Some other examples:
A remodeling contractor: “On Your Job Until It’s Done—
Forever”
A shopping center: “You Know What You Want, We Know
What You Expect”
A financial planner/CPA: “Full Circle Financial Advice from a
CPA”
How to Communicate the Difference
Once you find your chosen strategy or combination of strategies to dif-
ferentiate your business, all of your advertising content, social media
activity, and promotion should be centered on shouting about that dif-
ference. Commit to it, stay at it, and resist the temptation to wander off
in the next new direction. Building your unique brand takes time and
patience. The payoff, however, is what differentiates the winners from
the losers in this big marketing game.
Action Steps
1. Revisit your ideal customer description.
2. Interview up to ten clients to focus on why they buy from
you.
3. Complete the marketing purpose statement.
4. Create your talking logo (the “What you do for a living”
exercise).
5. Create a core marketing message.
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