Get Branded! New Book on Branding and Marketing Mastery Gives Ideas and Tools

Does the quest for Branding and Marketing Mastery keep you up at night? With thousands of businesses opening every year, that question looms large for entrepreneurs. So, nine business coaches collaborated to share their stories, perspectives and specific tips about an internal approach to marketing and branding in the newly published book, “A Guide to Getting it: Branding and Marketing Mastery.”

In this book, the power of authenticity sets the stage for a marketing and branding strategy that builds business in an authentic way. You’ll discover perspectives to create more visibility and make your business more accessible using creativity, common sense, and insight based on values to establish your message in the marketplace. Inspirational stories from women who’ve “been there, done that,” (including yours truly) will give you new ways to view marketing and branding.

This book is the tenth in a series of Guide to Getting It books written by Life and Business Coaches to help improve business and personal life.

Chapter titles and authors include:

• Creating A Visionary and Focused Marketing Strategy by Marilyn Schwader
• Mass Appeal Equals No Appeal: Discovering Your Niche Market by Cheri Alguire
• Attracting Baby Boomer Women to Your Business by Jane Lee Williams
• Branding: The Soul of Your Business by Judy Winslow
• Authentic Branding by Dawn Andrews
• The Evolution of Loyalty: Five Steps to Branding by Mary Ellen Merrigan
• The 7 Marketing Archetypes and How to Deal With Them by Dr. Miriam Reiss
• Networking: The Insider’s Guide to Finding and Leveraging YourBest Opportunities by Kim Lysik Di Santi
• Quantum Marketing by Jille Bartolome

Pre-order the book and save shipping and handling charges. Check back for related workshops and product offerings to help you implement the information.

Got rude? Check if you’re fed up

Headlines scream recession. Bad economy stories outnumber good ones two to one. And, surprisingly enough, phone calls still go unanswered.

• I’m interested in renting space. No call back.
• I ‘m renovating a rental for August 1 move-in (note the addition of urgency) and need painting. No call back.
• I’d like to reschedule a delivery. No call back.
• Could you quote my business? No call back.
• My friend (insert name) suggested I call. No call back.
• We spoke last week and you requested some information; I’m calling to schedule an appointment. No call back.
• I’d be happy to include your company in this advertment and I need this. No call back.

Maybe you haven’t encountered the phenomenon: contact a service provider, explain that you’re a potential customer, leave a message and get no callback. Marketing Troubleshooter Mary Schmidt outlined a different version of “Got Rude?” in her post Am I an Account or a “Valued Customer”?

The first law of business: take care of the customer or prospect. Now, we’re not talking about red carpet treatment here. We’re simply suggesting common courtesy. I understand courtesy gets low marks in the buzzword columns. There’s nothing sexy about “nice” and yet, I find that a little nice goes a long way. In my Mother’s day the saying went: “You catch more flies with honey than with vinegar.”

How can you use courtesy to increase sales?

My recommendation: get nice. Try basics. Make a commitment to return your calls. All calls. Consider it karma; if you return calls, maybe yours will be returned.

In person, put away the Blackberry and the iPod when a prospect stops by. Take the time to connect, to make eye contact, to listen and ask a question of the person. Treat them with respect.

The world could be immediately a better place if we each extended more common courtesy. What’s more, business would be better and would certainly get accomplished more easily. Try it. And let me know how it goes. One thing I promise. You’ll get a call back.

Banking on a target market

Most entrepreneurs identify a target of sorts, typically a category of business. Then, satisfied that they have covered target marketing, the thoughts turn to physical elements such as the logo, the tag line, and so forth.

Narrowing the target takes research and input from the customer. Broad targets take away the fear of missing an important segment of the audience. Sometimes, even if the target is well planned, other people can raise doubts and create obstacles.

One 50-something entrepreneur I know took her business plan to the bank; she’d invested more than $100,000 of her own monies and needed additional capital for manufacturing. The banker, a young MBA argued with her about the target. “I’m afraid you’re missing the boat,” he said. “Young urbanites with kids are a better target; there are more of them.”

My friend explained that her feedback had indicated the primary purchaser was a 53-year old boomer grandparent. She pointed out that the younger audience, when surveyed, used price as a reason not to buy. Because her customers said differently, she refused to change the plan.

The discussion resulted in no loan. Each person thought that they were right in their stance. Of course, if the banker were wrong – and even if he provided the loan – he would simply be wrong. The entrepreneur would still be out the time and money.

Incidents like this remind entrepreneurs to target carefully, review customer feedback often, and be prepared to defend challenges to assumptions. When a stakeholder, such as a banker, challenges your critical assumptions, are you prepared to defend your premises?

If you're into thinking about business from the financial standpoint, you might enjoy looking at the recent Carnival of Financial Planning which caused me to think further about banking, target markets and entrepreneurship.

Preparation Prevents Rip-Off!

Matt Anderson at The Referral Authority talks about the likeability factor in his June newsletter. The L-factor is all about relationships and how they shape your business. In Matt’s words, if you don’t like the results you’re getting, change your actions with regard to the L-factor.

Specific examples illustrate Matt’s recommendations. I like that about his high content materials. Matt walks the walk, something that many fail to do. Because the L-factor can overwhelm reality, I suggest that your firm do preparation prior to hiring a consultant or awarding a project.

In fact, after one client’s recent bad experience, I am developing a list of questions that small business owners can use prior to engaging an expert for their firm. Here’s what I’ve got so far. Feel free to add your own.

Checklist:

• Have I talked with more than one person?
• Do I have references?
• Have I checked references?
• Has the consultant written anything on a similar problem or topic? Reading their materials will give you an idea of how they approach problems.
• How does this consultant define responsiveness? Will I hear from them within the same day? Do I have a guaranteed response time?
• If this is a firm, not a solo practitioner, who will service my account?
• If this is a solo practitioner, do they have the time to devote to my firm?
• How do we clearly define the scope of work?
• Have I requested and received a letter of confidentiality?
• What kind of paper trail will this consultant provide?
• What are the terms of payment?
• What detail can I expect with follow-up?
• What is the successful outcome from this alliance?
• What is the next step?

Post your questions and encourage your clients to hold you accountable; it's a quick way to separate the outstanding from the "also ran."