1. Express Your Uniqueness
Everybody is unique; so is every business owner, and by extension every business. The particular set of qualities you bring to the table make up your unique value proposition. You have something that sets you apart from your competitors, whether you recognize it or not, and that something needs to be identified and emphasized in your marketing content. I once did an intake interview with a maker of commercial air conditioning products in which the owner insisted that nothing they had or did differentiated them from others in the industry -- until he let it slip that 30 years ago his company actually invented the product that everyone else in his industry was now selling. Was that something worth mentioning in their marketing materials? You bet it was. And you bet we did.
2. Tell a Story
How did your organization get where it is today? What obstacles did you overcome, and what handful of fateful moments changed your destiny in critical ways? What awards and other recognitions have you attained? Whose lives have you changed for the better, and how did you do it? All of these questions have one thing in common: they're stories waiting to be told. People love a good story well told -- so tell your stories as well as you can. Give them a beginning, middle and, peppering them with suspense, drama, emotion and energy. While you're at it, don't forget to let your clientele tell their stories as well, in the form of authentic, compelling testimonials.
3. Drive It Home
Even after you've established your unique "hook" and captured your audience's imagination with a strong, interesting narrative, there's still one more step you need to take to ensure the memorability of your message -- demonstrating its relevance to the reader. "Okay, you've proved to me that you have something special over your competitors and that you've done some amazing things, but how does that impact me?" Remind your audience members that this message applies directly to their own needs, fears, hopes and desires. Explain your uniqueness in the context of your superior ability to help them. Tell the story of your achievements in terms of what you can achieve for them as well. Drive that message home, and your target market will remember your words.
A memorable brand starts with memorable marketing content. So let's talk about these and other techniques for carving out your on special place on your clients' calendars!