How do you communicate the essence of your Mission to your market? Your Message, of course!
Actually, there are many messages you can use to do that . . .
Message
You’ve heard, I’m sure, about ‘Elevator’ pitches — the short, pithy ‘commercial’ you can use with a stranger to help them think you’re ‘All That’? Well, that’s not the same ‘message’ I have in mind here.
Behavior Speaks Louder Than Words
There are messages and then there are messages. I’d like you to think about this. You want to find a way to be so clear about your Mission that your Market really understands why you’re a better provider of what you do than others in your field.
I worked with a remodeling contractor once. He paid his workers to wash their trucks each night, paid for them to dryclean their uniforms (yeah, he gave them uniforms, too) and insisted that they always put on surgical booties before entering a home to do a proposal or actual work.
What do you think all that did? It gave a lasting and memorable Message that this man cares about what his customers care about . . . their home! Think you can find some ways to get your Message across without using a big neon sign? I hope so!
KEY POINT:
Messaging isn’t always about words said or put on paper . . . Actions speak for themselves!
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There are so many ways to show we care. The booties and the trucks and uniforms SHOUTED “we care” in a way that a billboard just can’t.
The “we care more than the other guys” message can show up in dozens of small yet significant ways – the warm cookies in the lobby, the mints on the pillow, the ease of ordering through a website, the human being on the other end of the phone. Soft, subtle yet important ways to shout a message. Thanks for the reminder. “There’s no magic to magic,” said Walt Disney, “It’s all in the details!”
JoAnna —
Coming from you . . . your comments mean so much. Thank you.
Bill