When you send out a press release or are contacted by a reporter, it’s essential that you are prepared and that you know what will help you succeed. You want to make sure you are communicating a consistent message that is in alignment with your brand.

I’ve put together the following tips to help you get great coverage for your company in the media.

Preparing for the Interview

• Prepare a single, key message with two or three secondary points you want to make.
• Gather facts, figures, and anecdotes to support your points.
• Anticipate questions the reporter might ask and have responses ready. Here are some ideas to get you started for what the reporter might ask:
  • Briefly,what do you do
  • What is interesting about it?
  • Is it something new or unique?
  • Why is it important?
  • Who or what benefits?
  • Does it answer a need or address an issue in the community?
  • Answer the traditional news questions: who, what, when, where, why and how.
• Be prepared to comment on general industry trends.
• Analogies are strong, colorful and powerful. “It’s like a Ferris wheel for a factory production line…”
• Precise statistics bring your information to life. “We’re creating 2,300 new jobs this year…” “Osteoarthritis is the #1 disability in the United States.”
• Personal experiences are credible and important. “When I joined this company, we only had…”
• Quotes from experts add credence to your comments. “Ben Bernanke also says…”
• Prepare a written summary of your key message, main points, and statistics to leave behind. Help give the reporters perspective and context (i.e., How many people are affected? When did the issue arise? Is this part of a national trend?).

During the Interview

• Stick to your key message and 2-3 points. State the most important information first, then provide the background. Don’t be afraid to say your key message repeatedly, just vary the manner in which you say it.
• Don’t push to get your company included in the story. Reporters hate being told how they should write.
• There is no such thing as “off the record.” Don’t say anything you don’t want to see in print. Assume everything you say, even in a social situation, may appear in print or on the air (even after you think the interview is over, you can still be quoted).
• Be as helpful as possible. Your goal is to build long-term relationships with news organizations so they get in touch with you again.
• Don’t let the reporter get you off track. Many people make the mistake of talking too much or going off on tangents. Repeat your points if necessary to get back on track.
• Tell the reporter that you are making important points. For example:

“There are three things every person planning a pregnancy should remember: 1) take folic acid prior to trying to conceive, 2) abstain from drugs and alcohol, and 3) set up an appointment to speak with your doctor.”

• Anticipate the reporter’s questions, especially the hard ones. Answer difficult questions as briefly as possible, then bridge to your key message.
• Bridging can turn the question to your points. Listen for the larger issue behind the question and find the connection to your issue. Here are some examples:

“…yes, but that speaks to a bigger point….” “… I think what you are really asking is…” “The most important issue/fact is….” “What we really want to make clear is that ….”

• Use single, clear sentences to make your point. Don’t continue talking after you make your point. Reporters often leave a space of silence to draw unintended remarks out of interviewees trying to “fill the space.” Don’t get sucked in to the silence. Just smile.
• Talk in lay terms, using as little professional or technical jargon as possible. Tell stories and anecdotes that illustrate your point and give examples.
• Provide the reporter with a written summary of information, main points and statistics. Put in context of international/national trends. (i.e., How many people are affected? When did the issue arise? Is this part of a national trend?).
• Don’t hesitate to put the issue into perspective, even if the reporter doesn’t ask.
• Don’t overestimate a reporter’s knowledge of your subject. If a reporter bases questions on information you believe is incorrect, do not hesitate to set the record straight. Offer background information where necessary.
• Listen to each question carefully before responding. Ask for it to be repeated if you don’t understand it. Ask the reporter if you should clarify anything. If you do not have the answer, say so. Tell the reporter where to find the information, if possible.
• Don’t joke. Be friendly, but not complacent.
• The media is not your advertising firm. Their priority is to inform the public, not to be your spokesperson. A good reporter will write a fair, balanced story. Don’t be afraid of that, even if they are going to be talking to your competitors.

I hope these tips help your company improve your media interview skills. Once you’ve begun implementing these ideas, check back in and let us know how it’s going.

Don’t do it!

Compelling blog posts require you to hold back the reins a bit on your passion. Most people want to read articles that are lively, tight, clear, and short. In addition, they should be optimized for search engines using key words and phrases.

(I will do many of the things in this blog post that I mention. So, notice how I weave in these tips.)

Tips to Write Better Blog Posts for Your Business

Here are my basic tips to help you write better business blog posts:

• Forget most of English 101: Write in the way that people speak to each other. Start sentences with “and” or “but.” Don’t be afraid to break grammatical rules if it makes your writing more interesting. Like one-word sentences and expressions. Jeez.
• Be concise: Use short declarative sentences. Write paragraphs that are 1-3 sentences. Simple sentence structure is best.
• Scanability: Make your posts easy to scan for information. Use subheadings, bullets, and bold text for emphasis.
• Add value, always: Before you hit publish, ask yourself “Am I adding value to my clients and other readers?”
• Calls to action: You took the time to write the post, make sure the darn thing is working for you. Add a call to action at the end. If you want people to comment, then ask your readers a question or for their feedback. You could also ask people to Like your Facebook page, Follow you on Twitter, Sign up for your e-newsletter, subscribe to your blog’s RSS feed, or call you for a consultation.
• Link to your internal pages: This is a great practice and you should do it at least a couple of times in every blog post. It drives your readers into your site to learn more. Search engines follow links too.
• Occasionally link to external pages: Some of your readers will want to learn more. Link to the original source, especially if you are referencing a publication, newspaper, bios, blog, or other information resource.
• Write less. Aim at keeping your blog posts between 250-300 words. Go to 500 if you must, but try to keep it short.
• Create compelling blog post titles: Try to write blog post titles that include a key word or phrase and describe the things that people want to learn about your business and services. Ex: “How to Save Taxes,” “Why Writing for People Works for Search Engines,” “Five Ways to Save Money with Coupons.” If you want to learn more about SEO copywriting, here is a great free resource: SEO Copywriting Made Simple.
• Keep it light: You don’t want to get into in-depth discussions of the nuances of your services. That’s why people call you. Give them the overview and invite them to call you to learn more.
• Don’t take yourself too seriously: One of the most amazing things about blogging is its ability to develop relationships with your readers. So, be friendly and approachable. No pompous people need apply.
• Voice opinions: Don’t be bland. If you have an opinion, then express it. Feel free to be a contrarian (and link to the article or source that you are contradicting). This makes for great reading.

So, these are my top tips for great business blogging posts.

Do you have any of your own to add? Write them in the comments section below.

I’d like to see a show of hands: how many of you have enjoyed the experience of calling into an automated phone system?

Anyone? Anyone? Bueller?

The truth is, we all hate these systems. The interminable systems of Muzak, pressing numbers, and confirming your account ID drives even the most patient person crazy. These Byzantine phone systems were invented – supposedly – with the goal of reducing cost and simplifying the customer experience. Instead, corporations have created a customer experience that nearly always frustrates their customers, erodes their brand, and reduces long-term profitability.

Why businesses should care if I’m on hold

“Back in the day” (meaning pre-internet) it was commonly assumed that a satisfied customer might share her positive brand experience with a few people. An unhappy customer? It’s a wholly different picture. Here are some frightening, pre-internet statistics from the 1980’s (source: White House Office of Consumer Affairs/TARP report):

• On average, twice as many people tell about bad experiences vs. good ones
• The more expensive the purchase, the greater number of people will be told of both good and bad experiences. These numbers were quite often in the double-digits for high-ticket items like car purchases.
• About 13% of dissatisfied customers tell more than 20 people

In an era of Twitter, Facebook, and blogging, these numbers are exponential. Take Kinesis, for example: Between partners and staff, we have thousands of friends and followers on various social media platforms. Our website receives over 3000 unique visitors per month and includes other bloggers, marketers, and PR professionals. These friends and followers act as an amplifying force, tweeting, re-tweeting, and “liking” the experiences we share (both good and bad).

The simple truth is that in the amount of power and influence a single customer can wield is beyond the comprehension of most corporations. (If you still don’t believe me, do a quick Google search on “Kevin Smith, Southwest Airlines.”)

They’re Killing Your Brand (and you don’t even know it)

Recently, I had a less-than-stellar brand experience with an automotive company. Normally known for a great brand experience, this corporation dropped the ball. So, what happened?

In a nutshell, I was put on hold. For a long time. A very long time. And, when I finally got through, no one within the company was willing to really help. Here are just a few highlights:

• False Promises: No matter how many times the recording says, “Your call is important to us” it will never ring true – especially when you’ve been on hold for 20 minutes. After all, if the call was important, the company would put real human beings on the line.
• Hide and Seek: After growing frustrated with the automated phone system, I went looking for an easy way to email the company. Strike 2 – no email address, no contact form, no satisfaction.
• All I Need is a Hero: After finally getting through, I expressed my challenge. While customer service reps made a token effort at resolving my problem, no one was willing to be my “champion” and take the extra effort to help me out. Sadly, this experience was repeated when I tried other departments within the company

Ironically, the car referenced in this tale performed well. I liked the dealer, and generally had a positive experience with the brand. Unfortunately, this car company chose to outsource a core piece of their customer experience (leasing), and my brand experience was nothing short of miserable.

Getting the Right Brand Experience (and profiting for it)

At Kinesis, we spend a lot of time coaching our clients on the value of “brand experience.” This is the term we use to describe the TOTAL feeling a customer has for your goods and services – everything from the customer’s experience on the phone to the feeling they have when they buy your products or services. And, smart companies “get it” – they reap tremendous rewards from this understanding.

Zappos, for example, creates a powerful, customer-centric brand experience every day – it’s even reflected in their tagline: “Powered by Service.” They understand that taking care of the customer is the right thing to do, and that it’s a fast-track to huge financial returns. Still doubtful? How about these revenue numbers (from Zappos’ site):

• 1999: Almost nothing
• 2000: $ 1.6 mm
• 2001: $ 8.6 mm
• 2002: $ 32 mm
• 2003: $ 70 mm
• 2004: $184 mm
• 2005: $370 mm
• 2006: $597 mm
• 2007: $840 mm
• 2008: Over $1 billion

Make Service Real in Your Business

One of the best ways to improve customer experience is to intertwine it with your core company values. If you live by a set of values that align with the customer (true win-wins) then customer service becomes a core part of your day-to-day operations. A great example of this in action can be seen at Ruby Receptionists – the lovely team that answers phones on behalf of small businesses across the country.

I’ve known and used Ruby’s virtual receptionist services for several years, and I can tell you – hands down – these are the best “receptionists” out there. Why? Well, part of the reason is that one of their core values is to practice “WOWism.” WOWism is an expression they use to describe that extra effort that we all want to see in our day-to-day interactions. Here’s how Ruby, Kendra Neal, describes it:

We’re not just about answering phones. We’re about making your day. We don’t do fine — we hit it out of the park. We’re about finding that special something that will knock your socks off, and giving it to you before you even know you want it. Nothing gives us a bigger kick than impressing our clients and team members. More than impressing, really — surprising, delighting, WOWing. Simply doing a good job isn’t enough for us. We make our mark by practicing WOWism.

That’s a powerful commitment, and explains why Ruby Receptionists is listed both as one of Oregon’s fastest growing AND Best Companies to work for. They don’t just give lip-service to customer care, they BELIEVE it.

You have a strategic asset that is hidden and underutilized. It can become your inside advantage. You already have it and it doesn’t cost anything.

Now, your task is to discover it and to use it as a key asset that will drive your company’s growth. This “secret” asset is your remarkable, differentiated brand. Kinesis calls this your Brand of Attraction. It has several components. The first aspect is your WHO.

WHO: Your WHO is profitable. Your WHO is loyal. Your WHO is easy and fun for you to work with. Your WHO hangs out with like-minded folks and tells them all about your company.

Here’s the words to a recent Apple ad. It shows how well the company has intimately defined it’s WHO:

Here’s to the crazy ones.
The misfits, The rebels, The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.

You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.

About the only thing you can’t do is ignore them.
Because they change things.

They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.

Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

While some see them as the crazy ones, we see genius.

Who is your core customer who is most likely to buy and get the most value from your services and products? Your job in defining your WHO is to think of your ideal customer. You already have one. Visualize him or her. This is ONE person, so you can intimately get to know him or her.

Describe this person in full detail from demographic details to their emotional make-up. Write down their desires, needs, and aspirations. What kind of clothes does he have? What kind of car does she drive? What does he value and appreciate most in life? What does she do on her days off? What is he going to get fired for – what is the pressure on him? What nightmares is she having at night?

Define your WHO and you are well on your way to uncovering your Brand of Attraction.

Which is why a recent article in Oregon Business magazine caught my eye…

Made in the USA!*

Written by Oregon Business associate business writer Jacq Lacy, Pendelton Partners with Levi’s highlights the relationship between two venerable US brands: Levi’s and Pendelton Woolen Mills. Lacy writes about a new line of trucker jackets, “intended for buyers of American-made products.” The article explains how the jacket fabric wool is woven in Oregon, shipped to Mexico for sewing, then sent to Asia for final “assembly” by Levi’s workers.

The theme of the marketing campaign is “We are all workers.” It highlights the new jackets in use by Navajo Cowboys/Cowgirls in New Mexico. As explained by Oregon Business Magazine, the strategy (incredibly) is:

“…that a company partners with an iconic American-made brand, and thus becomes American-made by association.”

Before I tear apart how bad this idea is, let’s look at a few details:

• Levi’s closed 11 of its US factories in 1999; it closed ALL of its US manufacturing site in 2002 and moved the jobs to overseas contract companies. Like many “US” brands, Levi’s makes all of its products overseas.
• The Levi’s/Pendleton jackets and shirts aren’t cheap: shirts retails for $118; jackets $148-$178
• Levi’s advertises the product as “Made in the USA (of imported fabric).” It’s unclear, based on the story, how this can be true: the product is sewn in Mexico and “assembled in Asia.” See the graphic below (I’ve added the asterisk).

I could go on and on about the problems with globalism, free trade, or poor working conditions in third-world factories. However, it appears that Levi’s is actually a reasonably responsible citizen when it comes to overseas manufacturing. And, I’m guessing that the actual products are well-designed and well-made. I like the use of the “worker” theme too – it fits with the legacy of both companies.

The problem here is that the marketing for this product is simply inauthentic. Using Navajo cowboys and Pendleton wool to create an “American Made association” is disingenuous at best; at worst, it’s a cynical manipulation of customers, Native Americans, and the media.

Rather than pulling the wool over our eyes, these companies could turn this into a success through one of two strategies:

1. Engage an American manufacturer. I’m sure there are still factories that make clothing in the United States. The price point of this product (high) suggests that Levi’s could afford to lose some margin in exchange for really great public relations
2. Drop the whole “Made in America” charade. Levi’s/Pendleton can still win with the “worker” approach, and could even extend the concept to include workers in other countries (Argentinan cowboys would be cool!). Levi’s campaign could go from Ameri-centric to globally inclusive.

It will be interesting to see if this campaign gains traction (and if others cringe at the hypocrisy). I welcome your thoughts in the comments below.

For more on this subject…

PS For more reading on the state of apparel manufacturing, check out Kelsey Timmerman’s blog and book, “Where am I Wearing?“

I was working on a Marketing Plan for one of our clients and as part of my research came across this great article about referrals. Too many businesses understand the power of referrals and word-of-mouth marketing, yet they do not have a systematic approach to getting them.

In this article, David provides some fantastic tips for developing a referral system:

When to Ask For a Referral

Virtually everyone I meet in the business world understands the value of a referral. People in the professional services industry are no different. Although professional services firms value referrals appropriately and talk about how important and wonderful referrals are, most forget the most important piece in the referral process – asking for referrals.

I have spoken with people who understand the need to focus on bringing value to every client and helping each client as much as possible. Most firms also emphasize the importance in client retention of exceeding client expectations. It is at this point in the conversation, however, that I sometimes feel like I’m in the middle of a bad remake of Field of Dreams.

Too many professional services firms seem to believe that providing value and exceeding expectations will automatically result in referrals with no further action on their part. Doing the job well and providing additional value to a client will not necessarily result in a flood of referrals. You must learn to ask for a referral and you must learn when to ask for a referral. Until you take these steps you will continue to wait in an empty corn field muttering, “If you build it, they will come.”

If you do not ask for the referral, you are not likely to get it. We know this is true, and yet many people are reluctant to ask for a referral because they are afraid. They are afraid a client will say, “Well, your service was not that great.” Others are afraid the client will think them pushy or rude in asking and then not like them or not want to do business with them again. I am convinced by years of experience that if you ask professionally and politely, even a refusal to refer will not ruin your relationship with the client or reflect badly on you in some other way.

Here are my top tips about when to ask for a referral.

1. Ask for a referral when you prepare marketing materials. Any marketing materials you create for existing clients should include a statement like, “Referrals to friends, relatives or business associates are the highest compliments we receive from our clients. We appreciate your referrals.” This statement might be included on a business card, on notepaper attached to completed work with any necessary notes or comments.

2. Ask for a referral when you create your sales process. A strong sales process will look beyond the first work you do for a client. It will include a process to ensure client retention. Asking for a referral should be part of this process. This might take the form of an up-front contract: “If I can do what I promise, then will I earn a referral from you?” or “I want to do a great job for you. The way I know I have accomplished this is by getting referrals from satisfied clients.”

3. Ask for a referral when you create a follow-up process. Building strong relationships with existing clients requires regular ongoing contact. After you complete a job, contact the client in 5-15 days. Say you are checking in to ensure satisfaction with the work completed and ask if your assistance is needed for anything else. If you have done your job well, the client will be expressing satisfaction with your work. This is the time to say, “I appreciate your comments. Satisfied clients are important to me. I wonder if you are aware of anyone in your circle of contacts that might benefit from the level of service we provide or who might be in need of my help with (name the service)?

4. Ask for a referral when you finish a job. Completing and delivering a job to a client is the time when you have earned a referral. Your final meeting with the client about the job is the perfect time to ask for a referral. If the client is pleased, ask. Don’t make the mistake of assuming the client will know (a) that you want a referral or (b) how to make a referral. Help them help you by asking for a referral and explaining how they can help you. You can even ask if the client is comfortable referring you to a particular person with whom the client has a relationship or to other individuals or companies in an industry with which you would like to start working.

5. Ask for a referral when you are working your sales or follow-up process with clients. Asking for a referral is a privilege you have earned by doing outstanding work for your clients. You know how to ask professionally. You should not ask for a referral every time you have any contact with a client, but you should include on your calendar or in your meeting notes a reminder to ask one or two times each year (depending upon how often you see clients), and you should not be afraid to ask at appropriate and propitious moments.

6. Be ready whenever a client unexpectedly tell you how happy they are with your service. Don’t just say “thanks.” Have a script prepared in your mind with which you will ask for the referral you have earned.

The first time you ask a client for a referral, you will probably be nervous about the request, and it will probably be difficult. Remember you are asking people who already trust you and know what a good job you do. The trust that is part of your relationship will enable your client to understand the true nature of the request and respond accordingly. By the fifth time, it will be easy to ask. When referrals begin to schedule appointments with you, asking for referrals will be much easier. Implementing your sales process will become easier. The growth of your practice will advance exponentially.

About the Author: David Wolfskehl is President and CEO of The Practice Building Team, a member of the DGW & Associates Family of Companies. The Practice Building Team helps professional services firms accelerate their growth. To learn more, please visit our web site at http://www.tpbteam.com. David has been an entrepreneur and a guide for entrepreneurs throughout his adult life. After successfully selling his business in October of 2005, David began offering workshops on unlocking the power of your employees. He also started Networking4connections, a consulting firm focused on teaching professionals how to win opportunities to promote their business to A clients.

The sexy Isaiah Mustafa and the Old Spice “The Man Your Man Could Smell Like” campaign first appeared during the Super Bowl and immediately became a hit.

According to a recent Oregon Business article, “the Old Spice guy campaign was very successful.  Body wash sales were up 107% year over year as of last month.  The campaign also kick-started a trend that brought more women consumers to the brand, which—clearly from the first “hello ladies”—was the strategy. Since women are more likely to be the shopper for the household, going after the female demographic was a winning approach.”

One of the most interesting aspects of the campaign was its aggressive and creative use of social media sites. And it worked really, really, really well. Here are some of the results from the campaign:

• On day 1 the campaign received almost 6 million views
  (that’s more than Obama’s victory speech)
• On day 2 old spice had 8 of the 11 most popular videos online
• On day 3 the campaign had reached over 20 million views
• After the first week old spice had over 40 million views
• The Old Spice twitter following increased 2700% (probably off a lowish base)
• Facebook fan interaction was up 800%
• OldSpice.com website traffic was up 300%
• The Old Spice YouTube channel became the all time most viewed channel (amazing)
• The campaign increased sales by 27% over 6 months since launching (year on year)
• And in the last month sales were up 107% from the social responses campaign work!!!
• Old spice is now the #1 body wash brand for men.

Read those last 3 bullets. Those are profitable results, folks!

Here is the Weiden + Kennedy case study video with the stats above.

Click here to view the embedded video.

When you are developing a brand for your company, one of the most important considerations is your mission.

Up until this moment, you may not have considered a mission statement to be very important…or relevant to you. Perhaps you are under the impression that mission statements are just for non-profit organizations or Fortune 500 corporations. And let’s face it – you’ve probably read a lot of mission statements that are reeeeeally boring. They don’t get you all fired up.

Unfortunately, in recent years mission statements have become watered down in the corporate world to the point where they are essentially meaningless and have negative connotations. In some business circles, mission statements are received only slightly better than tax increases.

In addition, most marketers don’t talk about your mission because they don’t think it has anything to do with your brand.

But they’re wrong.

Knowing your mission will accelerate your brand like nothing else can.

“I believe that purpose and principle, clearly understood and articulated, and commonly shared, are the genetic code of any healthy organization. To the degree that you hold purpose and principles in common among you, you can dispense with command and control. People will know how to behave in accordance with them, and they’ll do it in thousands of unimaginable, creative ways. The organization will become a vital, living set of beliefs.” –Dee Hock

Why You Should Have a Strong Mission Statement

Kinesis approaches branding as a process (not a project) – one that has deep roots inside each company’s mission. A well-crafted mission statement can provide the focus and motivation you need to take your business to the next level. These are the values that drive your business personality, customer service, and marketing messages. In fact, your mission is the soul of your brand. It is your Why. It is the very reason that your company does what it does.

Your mission is about getting really clear and staying really focused. It provides your company with direction. It helps you find the right customers…your most profitable customers. I call this your internal branding. Your mission is something that you should write and post in places where every single member of your staff can see it. As the leader of your company, look at your mission often during the day. Remind yourself of it. Then live it and breathe it. Every. single. day.

Your mission statement should be the driving force behind everything that your team does within your company, and externally with prospects, customers, vendors, and associates. It also shapes your internal corporate culture.

One of the reasons your team needs this anchor is to stay on track. It is so easy for business professionals to get bogged down in the day-to-day of our business lives. We get our to-do list tunnel vision and lose sight of the big vision. Your mission statement always reminds each person in your company of your overarching raison d’etre…where you are going…what you are doing…and why you are doing it.

How to Develop Your Mission Statement

To develop your mission, here are some questions to ask:

• What do we do?
• For whom do we do it?
• Why do we serve our clients in the way that we do?
• How do we serve our clients in the way that we do?
• Why are we in this industry?
• Why did we start this business?
• What image of our business do we want to convey?

When writing your mission statement, use vibrant, exciting words. Get really clear about your passion and values for operating your unique business. Create dynamic, visual images and inspire action. Describe your purpose using unusual, colorful verbs and adjectives to spice up your statements. Drop in words like “passion,” “sizzle,” “outrageous,” “fun,” and “marvel” to add zest. Keep your mission statement fairly short and make sure that it feels really good when you read it and say it. It captures, in a few succinct sentences, the essence of your business’s goals and the philosophies underlying them. It signals what your business is all about to your customers, employees, suppliers and the community.

And, woweeee!

When you live your mission through your business brand, then amazing, phenomenal things start to happen. Your perfect, dream clients are drawn to you. People get really excited about what you are doing. They spread the word to their friends, they sign up for your services, they give you great testimonials. You get more customers, make more revenue, and your business grows with ease. And best of all – your team is more creative and having more fun than ever before because everyone is in absolute alignment with your Why.

Examples of Mission Statements

Let’s look at some phenomenal examples of other brands and their mission…their “reason for being.” This should help you get some ideas for developing your own.

Nike: To bring inspiration and innovation to every athlete in the world.

Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Chevron: To be the global energy company most admired for its people, partnership, and performance.

Amazon: To be the most customer-centric company in the world, where people can find and discover anything they want to buy online.

Intel: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Ebay: Provide a global trading platform where practically anyone can trade practically anything.

Here is my challenge to you and your company: Write a mission statement with a goal that’s an action, not a sentiment. Make it quantifiable, not nebulous. If you have an old wonky mission statement that sounds like a corporate Hallmark Card (you know what I’m talking about), then take it and rip it to shreds. Then reflect on your true passions and values, and write a mission statement using the guidelines above that reflects the difference your business will make in the world.

If you can answer this question in a sentence, then you have a strong unique value proposition. A strong and differentiated value proposition can go a long way to position your business to succeed in your target market. It is the promise of your brand.

Without exception, Kinesis clients have a company that focuses on delivering incredible value to their customers. Ironically, many of these same clients came to us without a clearly-defined value proposition – while they provide high value, they did not have a concise way of describing the value. Many businesses face the same problem of conveying vague messages about their products and services. I’m going to help to make sure you aren’t in this situation.

What is a Value Proposition?

Let’s start by making sure we are all on the same page: A strong value proposition speaks directly to your target audience and it tells them exactly why they should purchase your products and services (and in the case of non-profits, it’s why your donors should support your organization, members should join your programs, etc.). A value proposition is a clear statement of the concrete results a customer will get from purchasing and using your products and/or services.

A value proposition is a short statement that tells your prospect why they should buy from your company. It is focused on outcomes. Your value proposition distills all the complexity of the value you provide into an easy-to-remember phrase that your client can easily grasp and remember. This helps spread word-of-mouth marketing and it differentiates you from the competition. Keep in mind that your value proposition should identify and remedy an unmet need that your customers face. It should relieve their pain.

Regardless of the size of your business or the type of industry you are in, your company should have a value proposition. To help you, here are some guidelines to follow in creating one for your business. A strong value proposition does the following:

• Creates interest, so that your prospects ask questions and want to learn more. Your value proposition opens the door so that someone might be willing to meet with you instead of blowing you off when you call or mail them for the first time
• Differentiates your offer from your competitors’ offers and creates a strong differential between you and your competitors
• Increases the quantity and quality of your sales leads and makes conversion to a customer much easier
• Wins your business greater market share in your targeted segments
• Aligns your business operations more closely to customer needs
• Focuses on your customers’ point of view.
• Include demonstrated results that will catch the attention of decision-makers–results like increased revenues, decreased costs, improved operational efficiency, and faster times.

Examples of Strong Value Propositions

Business Consultant: Our clients grow their business typically by a minimum of 30-50% over the year while cutting costs by 35%.

Hubspot: B2B companies recognized a 61% lower cost per lead and increased their organic traffic and lead conversions by an average magnitude of six-fold in 6 months.

Sales Trainer: I help salespeople crack into corporate accounts, speed up their sales cycle and win big contracts. One of my recent clients won a verbal commitment for $5M in business in just 90 days.

Internet Marketing Company: Our products help people leverage the internet to triple their market reach and cut marketing costs in half when launching new products.

Are you starting to get a feel for a strong value proposition?

How Do I Write My Value Proposition?

Crafting a value proposition requires insight on what is unique about your company and your products/services. Your existing customers are your best resource to learn the value you offer. Your goal is to learn how your customers define value – not you. Call or visit some of your customers who started using your product or service in the past 6-12 months. They remember what things were like BEFORE they started working with your company so they can most readily tell you the value of your offering. Tell them you need help understanding the real value of your offering and that you’d like a chance to learn their perspective. Most people will be more than happy to oblige.

Do you have a value proposition yet? If you do, how strong is it? Have you asked your customers about the value you bring to them? I’d love to hear your tips in the comments section below.

So, to help give you ideas, here is a list of the top 10 things you can do to improve your website:

1. Calls to Action: On every page of your website, include a call to action. This is a verb that tells your visitors what to do next. People don’t have time to search around your site, so make it as easy as possible for them to do business with your company. When I write website content for clients, here are some I use frequently: Click here to…, Call us today to…, Subscribe now, Visit here to…, Contact us to…, E-mail us to…, and so on.

2. Social media widgets: If you are using Twitter, Facebook, LinkedIn, YouTube, and other social media platforms, then make sure you tell people about it! Include widgets on your site that tell your website visitors the other places on the website that they can connect with you. If you have key individuals in your company that have a social media presence, include widgets for them as well on their bio page.

3. Clickable graphics: Graphics are interesting and they catch people’s attention. If there is a service or product that you want to highlight, use a picture or illustration to highlight it. Make it clickable so that people can navigate to the page that will tell them more.

4. Testimonials: There is nothing more powerful than social proof. When other people explain how you have helped them solve problems, it has a very powerful impact on prospects. I recommend creating a separate page for testimonials – you can also weave them throughout your site. Include the person’s name and company to add credibility. Number are powerful, so provide as much quantifiable data as possible. For example: “ABC company saved us $25,000 in taxes last year,”  or “XYZ firm helped us increase our efficiency by 34%.”

5. Capture names: People are easily distracted – especially when they are using the Internet. So, while they may like what you have to offer when they land on your site, they may get a phone call or have to check e-mail or go to their Facebook page to upload a picture. Click! And they leave your site and forget about your company. That is why you should have a way to capture the names and e-mail addresses of your visitors. Offer them something of value in return such as a white paper, a report, or a tip sheet. And, along with this, you can subscribe them to your newsletter or ezine. You now have a qualified lead who you can market to over time until they are ready to buy.

6. Optimize your website (SEO): Paying to have your website optimized for search engines (SEO) will give you one of the best returns on investment. This process involves matching specific industry key words with your website and working them into your Title tags and content. Done correctly, SEO will allow your website to rank well for those keywords, helping people to find your company when they are using search engines. You can see my post, Using SEO to Get High Rankings for more details.

7. Contact info: Make it super easy for people to get in touch with you. People typically scan web pages – they don’t read them word for word. So make sure you have your contact info in the navigation and on every single page (and/or in the header).

8. Instructions: You website visitor usually won’t understand your business like you do. And they may not be that accustomed to using the Internet. So, if you want them to take a complex action, give them explicit instructions. It may not be as easy as you think for them to open a PDF or download a report or fill out a contact form. So, make it easy for them by providing the step-by-step how-to.

9. Make content scannable: People scan websites to find specific content. Break up blocks of text with headlines, subheads, and bullet points so that it’s easier for the average Internet user to read quickly down the page and find what they want.

10. Benefits: Most of the things that you are think are interesting and important about your company are NOT of interest to your web visitors. They are on your website to solve a problem. That is it. And, they want to know how you can solve it. So, tell them. Describe what it is that you will do for them.

If you do these 10 things to your website, you will be ahead of at least 75% of your competitors.  And here is a bonus tip: make sure you have Google Analytics installed on your site before you begin implementing these changes. Then you can see what effect these improvements have on your metrics. Do you have any more tips? Post them in the comments section below!