You have your customer. Now it’s time to think about how you deliver your message to him/her. We’ll stick with the example from the last post, you as an expert in health and fitness.
We’ve established your customer as men 35-50 who have an desk job, are married with family commitments and need solutions that fit a busy schedule. Now we need a message that resonates with that group.
This message comes in multiple parts:
Your business name
Names of your primary products and services
Names of your signature presentations
Even how people refer to you
Some of these items can be the same. For instance, Craig Valentine has a product called Create Your Killer Keynote. He also has a presentation with the same name. I know because I own one and saw the other in Tulsa this spring.
For the rest of us, the business name doesn’t have to be complex or totally unique. But, you can choose to go that way too if you like.
Craig’s fitness coaching
Smith brother’s fitness
Marilyn’s body shaping
30-something fitness inc.
Next is the Tagline. For my Talk to the Human Blog, I decided on Ways to improve your interactions with real people. That wasn’t my first tagline, and it probably wont be my last. For more tips on taglines, check out this post on CopyBlogger.com.
Naming your primary products or services, of course, requires you to have them. Examples:
Get fit with Chuck cd set
Eat right and be fit cookbook
Build a Better Bicep home study course
Joey’s personal fitness instruction
As I mentioned before, those signature presentation delivered as a lunch and learn, seminar, or even at your Toastmasters club for practice should have a catchy title to help the audience know the value they will get by listening.
Michelle’s 7 steps to a healthier you
Sonia’s 3 keys to eating tasty and healthy food
A heathlier you in just 9 minutes per day
Finally, I mentioned how people refer to you. This refers to a type of iconic status, which means it develops over time. For instance, I know a guy named Rory Vaden who’s signature presentation is about self discipline. It’s called “Take the Stairs.” I see it enough that whenever I look at an Elevator, my mind says “Rory!” and I head for the stairs (within reason). I should probably hide his Facebook posts, but that’s another story.
Iconic status isn’t always flattering. Personally I’m glad my “Talk to the Human guy” idea from early posts never caught on. I’m not even sure what I was thinking on that one.
Determining your message is a multi-step process, and thinking about those different areas where your message goes will be important to your success. Start with that combination of who you are , what you offer and who your customer is. Brainstorm with some friends, your Toastmasters club, or here on the message board.