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A Business In One Sentence
Marketing expert and author, Geoffrey Moore, has a usefulfill-in-the-blank method for creating a theme andpositioning statement for your business. I prefer to usehis same system for creating clarity for myself in what I'mselling, creating an elevator or introduction speech, andalso material for my website, brochures and business card. Using this same method for each niche I have also keeps mefocused and on target for where I am going and what comesfirst. I know it will do the same for you. As a publicspeaker, I also like to use the same exercise to create aone-line message for each workshop or engagement. This waythe participants and I start from the same page. I like tosay it provides the tree trunk that all the branches stemfrom. This exercise is designed to be simple and achievable in 15minutes. However, if this seems somewhat daunting, see ifyour beliefs are still in the clouds of wanting to delivertoo much to too many to soon. If this is the case, there isa great book I recommend that will support you in narrowingdown: Niche and Grow Rich, by Jennifer and Peter Sander.This book will support you understanding the market placeyou 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 foryour overall business theme or better yet a narrower one,you can move this information forward into all yourmarketing information. Create a paragraph with this information, then edit andrefine the language so that it fits your customer's readingstyle. This is especially important if your style isdifferent. 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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