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A Business In One Sentence
Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank method for creating a theme and positioning statement for your business. I prefer to use his same system for creating clarity for myself in what I'm selling, creating an elevator or introduction speech, and also material for my website, brochures and business card. Using this same method for each niche I have also keeps me focused and on target for where I am going and what comes first. I know it will do the same for you. As a public speaker, I also like to use the same exercise to create a one-line message for each workshop or engagement. This way the participants and I start from the same page. I like to say it provides the tree trunk that all the branches stem from. This exercise is designed to be simple and achievable in 15 minutes. However, if this seems somewhat daunting, see if your beliefs are still in the clouds of wanting to deliver too much to too many to soon. If this is the case, there is a great book I recommend that will support you in narrowing down: Niche and Grow Rich, by Jennifer and Peter Sander. This book will support you understanding the market place you want to enter and in narrowing your thoughts. Exercise For ___________________________ Who ___________________________ Our product/service is ____________________________ That provides ______________________________ Unlike ____________________________________ Our product/service _______________________________ Taking This Forward Once you have completed this exercise, whether it is for your overall business theme or better yet a narrower one, you can move this information forward into all your marketing information. Create a paragraph with this information, then edit and refine the language so that it fits your customer's reading style. This is especially important if your style is different. Each word you use has an energy attached to it. This energy either detracts or attracts customers. Catherine Franz is a Master Life and Business Coach, well-known international speaker and author, living in Northern Virginia. She lives and breathes attraction, prosperity and abundance. http://www.AbundanceCenter.com
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