You may think what you offer is perfectly clear to those you are selling to – it’s not. And, often, what you perceive to be your brand is not what your prospect perceives to be your brand.
People shop for different reasons, and with access to a global marketplace, they visit many Web sites or browse directories and telephone books until they see information that sparks their interest or a description that stirs their curiosity.
Clients work with people they trust and who they believe can solve their problem or improve their situation. You must provide tangible evidence that it’s prudent for them to take that 1st step – getting them to trust you and eventually purchase your services. How do you do that? By defining your brand’s traits and personality and then making sure potential customers associate them with YOU.
There are several points at which you can facilitate the connection between customers and brand. Communicate your brand’s personality. Just as customers rely on a trustworthy friend, they will have faith in a product that exudes the same personality.
Read the connection between customer and product. Find a personality element that both captures the essence of your product and appeals your customer. When customers feel attraction to the product, a purchase goes from mundane to memorable.
Give customers what they expect and keep promises. Your brand personality defines the very essence of your company’s being and is an element of every action you take, every product you create and influences every decision you make. Take time and care in evaluating your brand personality – it will be a key to customer and personal satisfaction for your company.
The Promise of Benefits is the single most important thing YOU promise to deliver to customers. It is what someone should expect from every interaction with you. It is your unique value proposition. Does your brand meet, deliver and even over-deliver the benefits expected?
Your unique value proposition is either an action or attitude that supports your brand.
But, once you confirm you are who or what you say you are, you must ask, “is that what my customers care most about? Is that why they buy from me and not my competition?†The answer may not be what you expect.
Often a customer might agree that the company delivers on its stated Brand Promise, yet when asked if this is the key reason why they buy from you, they respond no. I work with this individual for other reasons.
The Brand Promise you project should be the Brand Promise your customers most want. What benefits them the most? You must find out why they buy from you and what they find most valuable in working with you.
Ask the question! And, don’t try to answer this question yourself! Ask your clients. Ask your prospects. Ask your colleagues. And then build your brand around the answers.
A Brand Position describes what the organization does and for whom. It actively communicates to the target audience the brand identity and value proposition as well as demonstrates an advantage over competing brands.
It identifies key benefits to customers who purchase your products or services. A Brand Position demonstrates the “unfair†advantage you hold over competing brands, promotes aspects of the organization that lend credibility and can be developed as a 25-word, 50-word and 100+ word description for consistent use.
There are three key elements of your Brand Position: company description; benefits; and competitive advantage.
Write in two or three sentences (more if you’re feeling inspired) exactly what your brand promises. This is your unique selling position (USP). Your USP will usually fall under three main categories: quality, service or price, or a combination thereof. But there are nuances, so be sure to emphasize what makes you stand above the crowd. Frame your message so your prospects are eager to hear what you have to say. Paint word pictures. Think unique. Think independent. Step outside of your marketing mindset and get shamelessly creative.
Who would think spending 45 days hopping from one blog and podcast to another would serve as a popular kickoff for an international convention? I didn’t, and I’m the podcast and blog hopper! However, a lot of virtual assistants (VAs) are jumping on this rollercoaster ride, traveling from country to country, to help promote the virtual assisting industry and our upcoming Online International Virtual Assistants Convention – and you’re invited to hop this express too!
All star lineups
The tour began April 1st, from the OIVAC blog and has traveled thousands of miles promoting the convention scheduled for Thursday, May 17-Saturday, May 19, 2007, from a desktop computer near you. With an all star lineup of featured presenters and expert virtual assistants, this 2nd annual event is something VAs do not want to miss.
Featured presenters include:
• Paul & Sarah Edwards – pioneering work-from-home advocates and entrepreneurs
• Donna Messer – international networker and “connections†extraordinaire
• Michael Russer – Mr. Internet and world renowned VA and outsourcing advocate
• Robert Middleton – Action Plan Marketing professional online marketing guru
• Doris Helge – negotiation, persuasion and influencer
• Gillian Hodge- Gabrielson – health and fitness expert
• Robyn Henderson – internationally renowned networking skills developer
• Rodney Payne – transcription software expert
And this list doesn’t include expert VA presenters, such as: Janice Byer, Marylou Ashton, Jeannine Clontz, Diana Ennen, and so many more – in fact, we’ve scheduled 27 exciting and informative seminars to choose from.
And there is more!
Let’s not stop with the seminars! One of the most exciting events of this weekend convergence is the virtual assistant industry celebration: International Virtual Assistants Day; celebrated annually the third Friday of May.
On this day we celebrate DEEDS: Dedication, Experience, Expertise and Determination to Succeed of professionals providing administrative and other business support services, virtually. The ceremony begins at 5:30 p.m. DST (NY). This free and open-to-the-public event’s agenda includes honoring individuals nominated for the prestigious Thomas Leonard Virtual Assistant of Distinction Award and Janet Jordan Achievement Award. Winners will be announced during this celebration and will receive prizes donated by industry supporters. It is the “fun event†of the weekend and everyone is invited to attend. Note: Seating will be limited, so join the party early!
Oops, can’t forget the exhibit halls – that’s right, just like a brick and mortar convention, we are hosting a fully-automated exhibitor hall where visitors can browse and talk to vendors. So please, don’t forget your headset/mic. Naturally, the rooms are text-chat enabled, but since we are familiar with VoIP technology, let’s give it a try. Admittance to the exhibitor halls is also free and open to the public.
Networking opportunities, too
Okay, what did I miss? I’ve covered fantastic speakers, awards, give-a-ways, exhibitions – ah, networking. More fun! That’s right, we’ve scheduled international networking activities and event sponsor showcases throughout the three (3) day event – so stop by and interact with your internationally-situated comrades. Find out what’s happening in the UK, Australia, US, China, Scotland, and many other countries represented by our versatile industry.
Price is not an issue
Now to the magic question – what does it cost to attend a 3-day, flexibly-scheduled convention, online, from the comforts of home (just start your desktop or laptop computer), you don’t have to dress for, worry about travel expenses or hotel accommodations, childcare, missing important calls and business, can meet and greet friends from around the globe, network galore, and win prizes –
• Attend 1 seminar – $ 25
• Attend 3 seminars – $ 60
• Attend 5 seminars – $100
• All seminars – $350 (plus complete set of audio recordings)
• Exhibitor Booths – $89 (VA industry)
• Exhibitor Booths – $149 (non-VA industry)
That’s it? Yes. And, if you register for a seminar and can’t attend – or it’s scheduled at an inconvenient time, the seminars will be recorded and available for listening and viewing through May 31st. That’s right. You can even view your selections over the next 10 days, 24/7. How great is that?
Registrations closes May 15
Registrations close May 15, 2007 at 12 midnight, DST (NY). This means, you MUST register by midnight, or you will not be able to participate in any of the seminars. So plan ahead, pick your preferences now – and register by May 15th! Seating is limited.
That’s it! And, to think this all started with a podcast and blog hopping tour. Anyway, if you are not participating in the tour, you’re missing out on being eligible for some great prizes.
See you at the convention!
Sharon Williams
I am on my 13th day of the Podcast and Blog Hopping VA Tour to Promote the VA Industry. I must commend bloggers that post daily and blog hop on a regular basis.
Now I know bloggers sit down and normally write a series of “short” messages, and set them to post on a scheduled date, but that doesn’t work when you are roaming the Internet promoting an event, or your book, etc. It’s hard work and if you plan a stop a day, that means you are posting somewhere on a daily basis.
Purpose
The purpose of this P&B tour, in conjunction with the upcoming VA convention, is to spread the word about the benefits of working with a virtual assistant to as wide an audience as possible.
This adventure began April 1 and concludes May 15th. That’s 45 days of responding to very interesting and often detailed inquiries about the virtual assisting industry. Basically, its an everything you wanted to know but was afraid to ask, tour.
Not Easy!
Some days can be grueling and in my desire to cover as much information as possible I tend to be “long winded”. Note: Visit today’s tour stop, Gillian Hood-Gabrielson’s Healthier Outcomes blog, for example. But, it’s also fun and I appreciate that so many bloggers and podcasters are welcoming me into their sphere of influence. So, on behalf of myself and the VA industry, thank you!
And so, I still proclaim, “hat’s off to bloggers and podcasters”. I’m sure it will be a while before I attempt another 45 day adventure.
Sharon Williams
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