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Actual for You - Maximize the Sales Power of Your Business Story
Brand Worksheet #1 Circle the best description of your company for each line:1. Large company Small or specialized company2. Formal Casual3. Well Established New4. Fun Subdued5. Innovative Traditional6. Economical Expensive7. Classic Contemporary Brand Worksheet #2 Assessing where your brand is today: Determine all the places your brand touches your customer. Make an exhaustive list.
It’s very upsetting to find someone using your business name, or one that is “confusingly similar.” If you’ve taken legal steps to protect your name, you are in a much better position to protect your interests.* If you are successful, you will be copied.I learned this lesson the hard way. When my business partner and I started Tables to Teapots (a retail store in Acton, MA), we had no idea how successful we would be. After several years of hard work, a TV feature on Chronicle and a story in
What is the story of your business? Sometimes, part of the story is about you, the business owner. Sometimes, the story is built around the owner’s passion to right a wrong. If you don’t think your business has a story to tell, here are five ways to uncover your Real Story:
#1: The owner’s story: Some types of stories reach very deep into the American consciousness. Stories about second chances, self-made successes, hard-working newcomers who realize the “American dream” and reinvention speak to very deeply held beliefs about who we are. I have one client who came as an exchange student from China, received her education here and met her husband. Because of the gift of a pearl necklace from an aunt, this client and her husband now own a pearl importing and jewelry design business. Her story of reinvention and adaptation while retaining her roots has gotten her media coverage and positive exposure for her business.
#2: The product’s story: What need does your product meet? I have a Laundromat client who doesn’t just give people clean clothes—he helps them show their love for their families and succeed in the workplace by having a neat and clean appearance. In his city neighborhood of recent immigrants who are climbing the ladder of prosperity, family and self-respect are very deeply held values. Do your services or products of
OK so you're out of the service, back home and everything is right with the world. Or is it? After a month or so, you're sitting around at home and you realize - you really need to get back to work and make some money- duh. Your significant others are kind enough to remind you of this and your disability severance pay is already running through your budget like water. Now what? Where are all the jobs that were supposed to be there? Where do you start?One place to begin is the local em
#1: The owner’s story: Some types of stories reach very deep into the American consciousness. Stories about second chances, self-made successes, hard-working newcomers who realize the “American dream” and reinvention speak to very deeply held beliefs about who we are. I have one client who came as an exchange student from China, received her education here and met her husband. Because of the gift of a pearl necklace from an aunt, this client and her husband now own a pearl importing and jewelry design business. Her story of reinvention and adaptation while retaining her roots has gotten her media coverage and positive exposure for her business.
#2: The product’s story: What need does your product meet? I have a Laundromat client who doesn’t just give people clean clothes—he helps them show their love for their families and succeed in the workplace by having a neat and clean appearance. In his city neighborhood of recent immigrants who are climbing the ladder of prosperity, family and self-respect are very deeply held values. Do your services or products of
A definition first: A market is a group of customers (people or businesses) who may be interested in buying your product (goods or services.)People research for the following reasons: 1. Researching a market in order to produce a product to meet a perceived need. 2. Discovering the size of the potential market for a product. 3. Discovering what people want. 4. Deciding how much people would be willing to pay. 5. Understanding what encourages people to buy. 6. Unde
#2: The product’s story: What need does your product meet? I have a Laundromat client who doesn’t just give people clean clothes—he helps them show their love for their families and succeed in the workplace by having a neat and clean appearance. In his city neighborhood of recent immigrants who are climbing the ladder of prosperity, family and self-respect are very deeply held values. Do your services or products of
Now you never need to leave the comfort of your own home to apply for jobs. With an online job application you simply plug in your information and hit submit. The number of companies asking you to fill out an application online is increasing, and you need to be prepared for what you are going to find.Gone are the days where you dress up to collect applications, dress up again to drop them off, and then dress up the third time for the interview. With an online job application, you can find all of
#2: The product’s story: What need does your product meet? I have a Laundromat client who doesn’t just give people clean clothes—he helps them show their love for their families and succeed in the workplace by having a neat and clean appearance. In his city neighborhood of recent immigrants who are climbing the ladder of prosperity, family and self-respect are very deeply held values. Do your services or products of
To level the job search playing field women learn to express themselves assertively in their business relationships. This is especially true when they are in the job market.It’s all part of strategizing a successful job campaign in advance of sitting down with a prospective employer. As EEI points out in its innovative job search system, nothing will happen to further your career unless and until you meet face-to-face with a decision-maker.EEI, a pioneer in alternative job search strategie
#3: The business’s story: Has your business overcome adversity? We cheer for the businesses that found a way to come back after 9/11 in the TriBeCa neighborhood of New York City or after Hurricane Katrina in New Orleans. Has your company weathered bad times, lopsided competition, succession crises or problems and come back stronger than ever? People love a come-back story (notice that Rocky Balboa has six movies!).
#4: Your customers’ stories: Go beyond testimonials. A case study tells the story of the problem and how your company solved it—but it’s really a story about a hero, a dragon and a damsel in distress. The dragon is the business problem—for example, a project badly behind schedule and over budget. Your company is the hero. The client is the damsel in distress. Every good adventure has a few plot twists to keep our interest—what challenges happened on the way to slaying the dragon? Did you lose key project personnel when you needed them most? Did a piece of crucial equipment break or get delayed in shipping? Deta
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