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Dream Biz
Making Your eBiz Dreams a Reality!
07/14/03 Volume 1, Issue 1
Anacleto Marchi, Publisher marco01@myexcel.com
Welcome to Dream Biz,
Have you ever thought about whether your marketing,
advertising and other contacts with the public tell the true
story of who you are?
Whether we realize it or not, each time we have contact with
a client we define ourselves in that client's mind. Today we
take a closer look at how to make every contact with the
public more profitable by establishing ourselves as the best
possible person to meet their needs.
Hope you enjoy today's issue,
Anacleto Marchi
In This Issue
> A Message From Our Sponsor
> Feature Article: You Are the Brand
> Ezine Management
> Publisher Information
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You Are the Brand
by Anacleto Marchi
How many times have we heard "Xerox this", when the copier
involved may not be a Xerox brand at all? What brand do you
think of when you hear the words "Just do it"?
Branding is a powerful tool in our business lives. While
Nike and Xerox are prime examples of this idea, all
businesses can benefit from branding.
The key factor in branding is this. On the most basic level,
the level where clients live and work, your company is
represented by a person. In your business that person may be
you.
Here is a seven step formula that will give you a great
start toward establishing yourself as the brand of choice.
1. Know where you stand now. What name pops into your
customer's mind when they need what you do? If it's not
your name, why not? Do you have a name or slogan that
is easy to remember and clearly describes what you
offer?
2. Know where you want to go. What do you want to be known
for? Like it or not, customers will define us if we
don't define ourselves. Do you want to be the low-price
leader? Do you want to be the value-added vendor? We
can't (as much as we might like to) be everything to
everyone. Choose a theme for your business and promote
that theme at every opportunity. Soon, you will become
associated with the One benefit that is your strong
suit.
3. Narrow your niche. Be such an expert in your field that
you are the natural choice to call when what you do
becomes what they need. Marketing, either offline or
online, creates the greatest impact when it frames YOU
as the only smart solution to a client's problem.
4. Give away some work. If giving away your expertise means
increasing your exposure, strongly consider it. You are
building a reputation. There is nothing wrong or
manipulative in trading work for exposure, rather than
cash. Sometimes a good word from an influential
customer pays bigger dividends than the best
advertising.
5. Be everywhere at once. Oh, if only wishing made it so.
The Internet can get you close. If you market online,
participate in several question and answer forums or
newsgroups where decision makers and people of
influence hang out. Choose your answers very carefully,
but answer every question you can, always bringing home
the message that you are the best choice. If you market
offline, consider adjusting your budget to have a
presence in each medium (TV, radio, print, billboard)
to reach the widest possible audience.
6. Listen and follow up. If you give your product or service
(or even advice) to someone, follow up to see how it
worked out. Be brief and humble, but follow up to make
sure you are on the mark. When you do this you not only
evaluate the quality of what you have given, you have
an excellent opportunity to see how it effects real
people in the real world.
7. This should have been the first point, but make sure
you know your stuff. 'Nothing' can replace the good
will you create when you do your very best work for
every client or friend.
If you really know your stuff, and are willing to invest
some time, you can become the natural choice for solving
problems that arise in your field. When those calls come,
you can begin to build an endless chain of referrals that
will carry your business to new heights.
Hot Tip
Six essential qualities that are the key to success:
Sincerity, personal integrity, humility, courtesy, wisdom,
charity.
- Dr. William Menninger
Hot Tip
Ezine Management
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Publisher Information
Dream Biz is published by Anacleto Marchi. No part of this
publication may be reproduced.
Anacleto Marchi, Publisher
North Bay Village, FL 33141
Phone: 305-861-8868
Fax: 305-993-5023
Email: marco01@myexcel.com
Website: http://www.dreambizforyou.com
About the Author
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