Staying
True to Your Brand...
Dear
Associate,
The
conference room door slid open. I completed a meeting with
a potential client. He represented a young financial firm
ready to print a new marketing piece. His company wanted to
capture more leads and stand out from their competitors.
I
couldn't agree with him more...
Because
most of these firms blab about how good they are, what they
specialize in, why their goals are important, and include
a default menu of all their plans. Their cub copywriters attempt
to impress you with their college vocabulary and are involved
in a diabolical scheme to control your mind through keyword
dumping. If they repeat certain words enough times—it
will finally sink in after the twelfth time, a light bulb
goes off inside the prospect's head, and then they will take
action.
That
doesn't fly.
If
I wanted a Pepsi and you kept suggesting Coke—that's
not enough to get me to buy a Coke. But if you said FREE Coke,
that's different. You've changed the emotional triggers.
Back
at the office...
I
stipulated I'd do the project on one condition: I would transform
their corporate drivel into client benefits. (Ahem, not in
those words.) I explained it would be a disservice to his
company if I repeated the sterile announcements written about
their company. Their response rates would stay the same and
I wouldn't remain true to my brand.
My
brand falls into the category of direct response marketing.
I didn't want to be known for creating corporate fluff. And
I'm not afraid to turn away projects that require that.
How
can I turn away money? Just do what they want and get paid.
Am I nuts?
No.
I
believe my reputation and brand are more important than getting
paid work. If I get branded as a utility writer, then clients
who want a pure, direct-response copywriter wouldn't hire
me. And they are the ones who write the big checks.
That's
why I didn't want to commingle my brand. I didn't want to
be painted with the same brush as those utility writers. That
would be costly.
Here's
an illustration:
Luciano
Pavarotti is known for his dynamic operatic tenor voice. If
he decided to make waves into Country Western music, he'd
gain some new Country Western fans, but he'd lose a greater
deal of opera fans. And eventually, music fans wouldn't know
what to make of him because he has tainted his brand.
What
about you...
What
is your brand? How do people label you? What are you known
for? Are you a princess at one skill, or a pauper of many?
Do
people say, "Oh, Sandra's an accountant. She's great
with numbers. Her reports are always neat and timely. And
she's speedy with the ten key."
Or
do they say, "I saved over $2,700 with Alexi. She's a
wiz at reducing taxes."
Whom
would you hire to do your books?
Sandra's
description is too general, and that can kill her business.
Alexi's description positions her as an expert who saves money
for her clients. And isn't that someone you want crunching
your numbers?
If
you don't have a brand, go out and build one NOW. Be specific.
Don't be tempted to become branded as a solver of multiple
problems. Become known as the sharpshooting solver of one
major headache.
And
if you already have a brand—stick to your guns. People
will seek you out and pay high dollars if they know you are
the pre-eminent expert in your field. But
if your brand is muddied: improve it by becoming known for
helping people with their "blank."
Here's
what you should avoid...
I
met an event planner at a networking event. She knew her craft
and had a lot of experience according to her website. I read
her blog and found she moonlights as a pet sitter, and as
a make-up sales rep.
That
picture I had of her as an event planning expert was shattered.
She wore too many different hats. She's diluted her brand.
I don't know whether to call her for make-up advice or for
dog sitting. But I'll probably end up not recommending her
at all.
But
you won't repeat her mistake because you'll come up with a
specific brand that people will know, trust, and recommend.
Warm
Regards,
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