Not communicating your value? Here’s how to start. (#3 in a series)

by Craig McBreen · 15 comments · Branding, Social media


Craig-McBreen-How-To-Communicate-Your-Value-Blogging-Design-BrandingHow do you convince people you’re going to help them?

Seriously.

And how do you attract the right kind of traffic? Good citizens who might actually want what you’re offering?

It’s not as hard as you think.

If I’ve learned anything surviving 20 plus years in the creative jungle, it’s that more choices are seldom the better option.

Creating, clear, concise messaging and giving the reader a very narrow set of options always increases the likelihood that a customer will pick you.

Clear, concise AND consistent.

This shows the world that you know your stuff.

So back to you, your blog and that knack you have:

So far we’ve covered:
1. Your Swag and;
2. Your Quest

But today it’s all about about communicating value.

Your value.

You know, the stuff that backs up your Swag and the Quest you’re on?

What exactly do you offer that peeps can’t get anywhere else?

What will you do to make their lives better? And why, oh why should they care?

This isn’t simply about standing out, it IS about standing for something, then letting your sweet nugget shimmer for all to see.

Why?

To gain traction.
To bring in business.
To spread influence.
To be crunkity crunk …

You must tighten your focus and proudly and consistently display your KNOW HOW, making every touchpoint align with the THE GOODS you will be delivering.

Exhibit the golden goodness you possess.

You got that?

KNOW HOW and THE GOODS. Yep.

Gee, well thanks, master of the obvious.

Weeell, try this, real quick …

Drop everything you’re doing and mouth this out, pronto …

If you were invited to speak to a local group of whogamacallits about your capabilities, what would you talk about? Could you draft an outline, now?

Could you?

If not, try the following. It’s short, sweet and something that helps many of my clients.

If you need direction, simply print these questions out and take a good hour to answer them. To start you can be as lengthy or as concise as you want, but short paragraphs are optimal.

And yes, this applies to you, Dear Blogger …

1. Evaluate your property:
Why does your blog exist? Can you clearly articulate your values and goals?

2. Correctly position your brand:
What are your capabilities? What image do you want to project? What key words should immediately come to mind when someone visits your site? What key attributes differentiate your blog from others?

3. Evaluate your competition:
Who in the world are you competing with? What are they doing? How can you differentiate your brand from theirs? What do you think of their logo, tagline, site?

4. Evaluate your target audience:
What matters most to your audience?
What do you think they will respond to?
How will you apply that tone to your writing? Your design?

That test was light cheese, right? Short. Sweet. And Painless.

Now, tell me this for review:

What is your KNOW HOW?

What are THE GOODS you’ll be delivering?

AND how does this all fit in with your Swag and your Mission?

If you have some answers, the next post will help even more.

Again, #1 and #2 are here …
1. Your Swag and;
2. Your Quest …

Stay tuned for the next post in a six part series from an old dog who has a few tricks up his sleeve.

Or better yet, subscribe here.

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{ 12 comments… read them below or add one }

Ryan Hanley February 14, 2013 at 10:34 am

We are product of the value we create for others… and not the other way around.

Great thoughts on value my friend.

Hanley
Ryan Hanley recently posted..Why the Single Most Important Content Marketing Skill is Blowing the WhistleMy Profile

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Craig McBreen February 14, 2013 at 2:26 pm

Hey Ryan,

Nice way to frame it :) Thanks!

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Jacob Yount February 14, 2013 at 11:44 am

Posts like this help me to rein in my thoughts and if I find myself all over the place, these kinds of drills help me to go back to the main thing. A lot of my ideas or things I think I want to undertake fall outside of the scope of what I should be doing. Bring it back to what you know, what you’re good at..if it’s legit, others will see this if it is indeed fact.

Thanks, Craig.
Jacob Yount recently posted..Watering Down Your Inquiry in the Quoting ProcessMy Profile

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Craig McBreen February 14, 2013 at 2:30 pm

Hi Jacob,

Glad I can help in some way. We’re all … all over the place at times, that’s for sure ;)

I have to continually reign myself in, because I have so many ideas percolating, but honestly if you don’t drill down and focus you’ll be spinning your wheels for eternity.

Thank you, Sir!

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Mary Stephenson February 14, 2013 at 12:31 pm

Hi Craig

Well, I guess I shall have to really think about this one. Good thing nobody is asking me to speak about it. But will need to consider all the facts. Shall look forward to your next 3 parts.
Thank you
Mary
Mary Stephenson recently posted..What is Their Story?My Profile

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Craig McBreen February 14, 2013 at 2:31 pm

Hi Mary,

Just hoping it helps in some way. And stay tuned, they will be coming!

Thanks for stopping in.

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Ralph February 15, 2013 at 5:57 pm

Hey Craig.
My sweet nugget is shimmering. Can you see it?

Your bits are grand my friend. I really loved this post. The series is shaping up nicely. If I didn’t know better I would say you are prepping for a book.

Cheers bro.
Ralph recently posted..Yes, It’s my birthday! That’s why I have a gift for YOU.My Profile

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Craig McBreen February 16, 2013 at 11:56 am

Hey Ralph,

I do. I do!

Thanks, man, and glad you like it. A book? Well, don’t be surprised if you see one pop up down the road :)

Thanks for stopping in.

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Jens P. Berget February 16, 2013 at 12:02 am

You really got me thinking with this post Craig. And, I’m not thinking about pizza this time :)

I have always just thought that my goal is to make my clients happy. And, I have evaluated each client to see what I could possibly do to make them happy. Everyone is different, so my strategy is different for each client. But, I haven’t put into words what exactly my vision is. And how I am going to accomplish it. And where do I put it? You certainly got me thinking :)
Jens P. Berget recently posted..Jack Reacher helped me see the real power of marketingMy Profile

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Craig McBreen February 16, 2013 at 11:59 am

Hey Jens,

That was my intention, for sure! I’m writing this in Saturday and I know you’re now thinking about pizza.

Yes, each client has different wants and needs, that’s for sure. These posts are just extra-simple, whittled down strategies I used for my B2B clients.

Have a good day, Sir!

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Daphne Bousquet May 2, 2013 at 10:41 am

This is spot on. It is crucial that you know your value before you can communicate it. Unfortunately, we tend to undervalue ourselves and that is NOT GOOD for our business…
Daphne Bousquet recently posted..Do You Know Your Value?My Profile

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Craig McBreen May 2, 2013 at 4:05 pm

Hi Daphne,

Thanks and boy are you right! Most undervalue themselves and underprice their services. Great point!

Thanks for stopping in.

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