Assignment #3

Write a list of benefits/end results that you offer your customers (brainstorming) and create a compelling marketing message that includes these benefits/end results

See examples below on the difference between listing a service compared to offering benefits/end results:

Listing Service & Things vs. Offering Benefits & Results

Designer Shoes => Comfort for your feet & the pleasure of walking

Books => Hours of pleasure and the benefits of knowledge

Cottage => Comfort and the quietness of a cozy place

Business => Coaching Grow your company and improve performance

Assignment #4

Create a Dynamic Tagline (brainstorming).

A tagline defines a company/product with as few memorable, emotional, descriptive words in one short sentence.

To get inspired for your own tagline let's look at a few popular and favorite taglines:

McDonalds …. I'm lovin' it

Allstate… ...You're in Good Hands with Allstate

Apple………Think Different

Now that you have created a compelling marketing message that includes benefits/end results you offer and a catchy tagline make sure to include them in ALL your marketing materials.

Assignment #5

Next, Create an Audio Logo (Elevator Speech)

An audio logo is a simple statement that answers the question, “What do you do?" When answering this question most people state their job title, “I'm a designer" or “I'm a sales executive." The most effective way to answer that question is by using an audio logo. Audio logos are NOT sales pitches but instead a short 30 second statement (hook) that creates an interest for a person to want to hear more.

AUDIO LOGO: “I help (name your target audience) to (name one of the benefits or results you offer)."

Examples—

I consult managers in developing leadership skills and performance

I teach children to stay healthy and fit

I sell designer shoes for those looking for style as well as extra comfort

Create an Audio Logo (brainstorming). If you have more than one target market you can create a different audio logo (elevator pitch) for each one.

Whenever you meet someone or you are networking and they ask you “What do you do?" you will have an answer that will engage further interest and conversation.

Networking Tip: If you are networking and want to get past the “What do you do?" question then ask the question, “What do you do for fun?" This question opens up new conversations and you can find people who have the same interest as you. When you have something in common with someone they tend to like you and remember you more.