We all understand the value of a tag line – a neat one line statement that others can use to remember what you do. However, a tag line does not always completely describe what you do or how you do it.
When more description is needed what do you do or what do you say? We all ramble on saying what we think the other person wants to hear or we can offer our “elevator speech” which is often nothing more than an extended tag line.
The best way to avoid the rambling is to generate a living Mission Statement. The actual act of writing a living Mission Statement forces you to think through an explanation what you do that will resonate with the prospect.
The Mission Statement will often:
- Contain a phrase reflecting standards
- Contain a phrase reflecting a unique approach
- Is written so that it can be provided and understood by the prospect
- Serves as a daily reminder for you and your staff
- Provides focus
Several examples of Mission Statements:
“The Comfort Keepers mission is to provide our clients with the highest level of quality of life that is achievable. We shall treat each of our clients with the respect and dignity they deserve, as though we were caring for a member of our own family.”
“The Potter Pest Control mission is to provide chemically safe, personalized and scheduled services that focus on prevention of infestations and to follow through in response to all requests for help until the client’s problem is eradicated.”
"The Ives & Associates mission is to fully understand and then capture the essence of what a company does and how they do it in a manner that is aesthetically pleasing, factually accurate and useful for branding and marketing purposes.”
“The mission of the Atlantic Center for Acupuncture & Oriental Medicine is to enhance that quality of life of every patient through the provision of alternative treatments and therapies and to assist the patient in identifying live style changes that may reduce the frequently or intensity of illness and discomfort.”
My thanks to Rob Robison, of Comfort Keepers, for letting me use his idea for this post. He presented this as an Educational piece at one of our BNI Shore Money weekly meetings.
Richard M.J. Jarosz
Currently working on the Mission Statement for Jersey Shore Coupons
Tuesday, September 20, 2011
Thursday, August 18, 2011
Personal Brand Statement: 5 Winning Steps to Creating One
List your attributes
The goal here is to find the one or two things that separate you from your competition and make you unique. Keep in mind that the brand statement is only supposed to get people interested, and not say everything about you or your business.
Choose an audience
Creating a statement that is too broad and undirected to any particular group will most likely be wasted on any of your prospects. The purpose of a personal brand statement is to briefly list your primary skills, so it is necessary to target the industry where those skills are most useful.
Make it memorable
The statement of your brand should be something that others can remember easily since you need to be able to use it whenever a networking opportunity arises. Try telling it to a friend or current client one time and see if he or she can easily recall the entire sentence. If so, you’re off to a very good start.
Make your self-impression = other’s impression
If you have trouble brainstorming personal skills, ask close friends or current clients what they think your strengths are. Even after you have decided on a statement, it is a good idea to check with a friend to make sure that your idea of yourself matches what others think of you and your business.
Market yourself
I cannot emphasize this fact enough, when looking for clients you have to be willing to be your own advocate. A personal brand statement will not help you much if you are not telling people what it is. Make sure to keep it consistent across platforms, however, because using the same sentence every time will help others remember it and associate it with you. Having a short brand statement means that you will be able to market yourself quickly whenever a chance for networking arises.
Don’t procrastinate creating your statement. Since it is such a powerful marketing tool, you are going to want to spend enough time on it to make it fantastic and ensure that it projects exactly the image of you and your business that you want.
Richard M.J. Jarosz
Lone Keep Internet, Inc.
The goal here is to find the one or two things that separate you from your competition and make you unique. Keep in mind that the brand statement is only supposed to get people interested, and not say everything about you or your business.
Choose an audience
Creating a statement that is too broad and undirected to any particular group will most likely be wasted on any of your prospects. The purpose of a personal brand statement is to briefly list your primary skills, so it is necessary to target the industry where those skills are most useful.
Make it memorable
The statement of your brand should be something that others can remember easily since you need to be able to use it whenever a networking opportunity arises. Try telling it to a friend or current client one time and see if he or she can easily recall the entire sentence. If so, you’re off to a very good start.
Make your self-impression = other’s impression
If you have trouble brainstorming personal skills, ask close friends or current clients what they think your strengths are. Even after you have decided on a statement, it is a good idea to check with a friend to make sure that your idea of yourself matches what others think of you and your business.
Market yourself
I cannot emphasize this fact enough, when looking for clients you have to be willing to be your own advocate. A personal brand statement will not help you much if you are not telling people what it is. Make sure to keep it consistent across platforms, however, because using the same sentence every time will help others remember it and associate it with you. Having a short brand statement means that you will be able to market yourself quickly whenever a chance for networking arises.
Don’t procrastinate creating your statement. Since it is such a powerful marketing tool, you are going to want to spend enough time on it to make it fantastic and ensure that it projects exactly the image of you and your business that you want.
Richard M.J. Jarosz
Lone Keep Internet, Inc.
Wednesday, August 17, 2011
Personal Branding: Is It Right For You?
I get asked how an individual can brand themselves. Personal branding can single an individual out as an expert in their field. If you believe in your talent, in your skills and ability - it's easier to sell what you believe in. Your image is already created - you just have to market it.
How do you market yourself? You must become: A pro in your industry; an expert in your field. When branding yourself you must create a strong and consistent brand. You cannot skimp just because it's about you.
Strong brands are clear about who they are and what they are not. Which is why branding yourself can be an easy process. You already know who you are and what you are not. Strong brands are also consistent. It's easy to be consistent in who you are.
By branding yourself effectively you will:
- Establish yourself as an expert in your chosen field.
- Build a solid reputation within your industry.
- Increase your notoriety/visibility
- Improve your perceived value in the marketplace.
The key to successfully branding yourself and doing it effectively is to first establish a personal brand identity, message and/or look. Once you have done that focus that message on who you are and what you stand for within your chosen field or industry. Your final step is to get the word out through a variety of media channels that are viewed by the people most likely to be interested in your message.
As people begin to see your name and become aware of the benefits and knowledge that you offer, before you know it hundreds of people will not only know who you are but they will begin to seek out your services and expertise. They will identify with your brand which is YOU.
Richard M.J. Jarosz on LinkedIn
How do you market yourself? You must become: A pro in your industry; an expert in your field. When branding yourself you must create a strong and consistent brand. You cannot skimp just because it's about you.
Strong brands are clear about who they are and what they are not. Which is why branding yourself can be an easy process. You already know who you are and what you are not. Strong brands are also consistent. It's easy to be consistent in who you are.
By branding yourself effectively you will:
- Establish yourself as an expert in your chosen field.
- Build a solid reputation within your industry.
- Increase your notoriety/visibility
- Improve your perceived value in the marketplace.
The key to successfully branding yourself and doing it effectively is to first establish a personal brand identity, message and/or look. Once you have done that focus that message on who you are and what you stand for within your chosen field or industry. Your final step is to get the word out through a variety of media channels that are viewed by the people most likely to be interested in your message.
As people begin to see your name and become aware of the benefits and knowledge that you offer, before you know it hundreds of people will not only know who you are but they will begin to seek out your services and expertise. They will identify with your brand which is YOU.
Richard M.J. Jarosz on LinkedIn
Friday, August 12, 2011
Gain a Competitive Edge by Establishing a Personal Brand
You can, by establishing a personal brand that allows you to differentiate and position yourself from the competition. Most businesses today are viewed as commodities, unless they provide some unique value, which competitors do not share. Your goal is to stand out.
Your Personal Brand
Defined: Your total perceived value, relative to competitors, as viewed by your audience.
Elements of your Personal Brand
Personal Appearance - Including Logo, Business Cards, Presentation Material even clothing.
Personality - Your values, goals, identity and confident behavior.
Competencies - These are cognitive, business, communication and technical skills.
The Differentiator - Offering a unique value proposition or benefit to your target audience.
Media Channels - Ways to introduce your target audience to your Personal Brand.
Constructing a brand with a mixture of these elements will have a positive effect on the people around you and your business. After producing a personal brand, with these elements, you must weave them into a message that can be consumed by your audience.
Growing Your Brand
Personal Branding is an ongoing development that exists throughout an entire life cycle. As your experience and competencies grow, your brand will become enhanced, much like in a product-lifecycle. Creating, maintaining and evolving your brand will help you command your prospective audience and positively communicate your perceived and unique message.
Corporate branding and personal branding are very well connected and for most consultants they are the same. The only apparent difference is that instead of marketing a product or service, a person is being promoted and sold to your target audience.
Treat yourself as the product and sell it!
Your Personal Brand
Defined: Your total perceived value, relative to competitors, as viewed by your audience.
Elements of your Personal Brand
Personal Appearance - Including Logo, Business Cards, Presentation Material even clothing.
Personality - Your values, goals, identity and confident behavior.
Competencies - These are cognitive, business, communication and technical skills.
The Differentiator - Offering a unique value proposition or benefit to your target audience.
Media Channels - Ways to introduce your target audience to your Personal Brand.
Constructing a brand with a mixture of these elements will have a positive effect on the people around you and your business. After producing a personal brand, with these elements, you must weave them into a message that can be consumed by your audience.
Growing Your Brand
Personal Branding is an ongoing development that exists throughout an entire life cycle. As your experience and competencies grow, your brand will become enhanced, much like in a product-lifecycle. Creating, maintaining and evolving your brand will help you command your prospective audience and positively communicate your perceived and unique message.
Corporate branding and personal branding are very well connected and for most consultants they are the same. The only apparent difference is that instead of marketing a product or service, a person is being promoted and sold to your target audience.
Treat yourself as the product and sell it!
Monday, August 8, 2011
How to keep a #1 ranking in the Search Engines?
Hard Work! If anyone tells you different ask them if they are #1 for the keywords that you choose to find them!
Think about that... Some companies pay a lot both in paid placement and SEO to get to the top of the search results. But is this what potential clients are searching for?
Case in Point. I just got back from a meeting with a potential client and he wanted to be #1 in all the search engines on a very limited budget. He had all these technical terms for his business: Tae Kwon Do, Karate, Kick boxing, Dojang etc. But what has been in the news lately that parents maybe searching on?
"Bullying", "self defense" are what's hot now!
So sometimes being #1 in the wrong place is not that great. Being #1 where prospects are looking is what you want...
Richard M.J. Jarosz
Lone Keep Internet, Inc.
Think about that... Some companies pay a lot both in paid placement and SEO to get to the top of the search results. But is this what potential clients are searching for?
Case in Point. I just got back from a meeting with a potential client and he wanted to be #1 in all the search engines on a very limited budget. He had all these technical terms for his business: Tae Kwon Do, Karate, Kick boxing, Dojang etc. But what has been in the news lately that parents maybe searching on?
"Bullying", "self defense" are what's hot now!
So sometimes being #1 in the wrong place is not that great. Being #1 where prospects are looking is what you want...
Richard M.J. Jarosz
Lone Keep Internet, Inc.
Friday, August 5, 2011
Personal Branding
As members and visitors to my BNI meetings (Shore Money) have noticed the last couple of weeks my 60 sec commercials have been out of the ordinary. This has been by design. Next week I will be one of the featured speakers. The small intros have all been leading up to that speech.
Several members and one guest have asked about the 60sec commercials also know as your elevator sales pitch. It you speak with people or in front of an audience and no one asks any follow up questions... One of two things my be happening.
One, your message was not clear. Second, your brand my not be established.
What I mean about that is... What are you selling? Your company/product or yourself. Real simple example: Old Navy or even Polo. Why pay the price for these shirts with their logo on them instead of buying a generic shirt for less and no name on it?
Not to get into a brand vs generic debate, but just think about it next time you tell people your and Insurance Agent or Mortgage Broker. What are you selling?
Richard M.J. Jarosz
Lone Keep Internet, Inc.
PS Sign up for my presentation on Branding and selling Worldwide
Several members and one guest have asked about the 60sec commercials also know as your elevator sales pitch. It you speak with people or in front of an audience and no one asks any follow up questions... One of two things my be happening.
One, your message was not clear. Second, your brand my not be established.
What I mean about that is... What are you selling? Your company/product or yourself. Real simple example: Old Navy or even Polo. Why pay the price for these shirts with their logo on them instead of buying a generic shirt for less and no name on it?
Not to get into a brand vs generic debate, but just think about it next time you tell people your and Insurance Agent or Mortgage Broker. What are you selling?
Richard M.J. Jarosz
Lone Keep Internet, Inc.
PS Sign up for my presentation on Branding and selling Worldwide
Thursday, March 17, 2011
The bo staff in Business?
The bo staff is usually made of hard wood, such as red or white oak, although bamboo has been used. The bō may be tapered in that it can be thicker in the center then at the ends. The average size of a bō is around 6ft but they can be a long as 9ft. The earliest form of the bow staff, has been used throughout Asia since the beginning of recorded history. No kidding since it started out as a walking stick carried by travelers and monks!
We all read the newspapers, watch TV or listen to the radio. But like the simple walking stick we never give it much thought. How did that news item wind up in the paper on or the radio? Simply it may have started as a news release. A simple release put out about a topic or interesting item. Something of note!
When was the last time you put out a news release? To tell the world about yourself, your business or even your website? The Internet now makes it very easy to do just that. Over the years we have used Constant Contact to build up our media database and help distribute our news releases via email. Simple but how many do the simple things to help our businesses.
Remember that 78 year old selling Singing Bears on the Internet I've spoken about before. When her website was relaunched we put out a news release. That got some coverage. Same with the Seminars we do. They have even been on the local radio stations. Clients have called and said they heard about my seminar on the radio! Now that's some nice news coverage.
So like the monks of old traveling down that road of life. Keep mindful of any thing that can be used....
Richard M.J. Jarosz
Lone Keep Internet, Inc.
We all read the newspapers, watch TV or listen to the radio. But like the simple walking stick we never give it much thought. How did that news item wind up in the paper on or the radio? Simply it may have started as a news release. A simple release put out about a topic or interesting item. Something of note!
When was the last time you put out a news release? To tell the world about yourself, your business or even your website? The Internet now makes it very easy to do just that. Over the years we have used Constant Contact to build up our media database and help distribute our news releases via email. Simple but how many do the simple things to help our businesses.
Remember that 78 year old selling Singing Bears on the Internet I've spoken about before. When her website was relaunched we put out a news release. That got some coverage. Same with the Seminars we do. They have even been on the local radio stations. Clients have called and said they heard about my seminar on the radio! Now that's some nice news coverage.
So like the monks of old traveling down that road of life. Keep mindful of any thing that can be used....
Richard M.J. Jarosz
Lone Keep Internet, Inc.
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