Carolyn Stafford - Ask an Expert

Q. Can you please give us the main steps for creating an elevator speech or audio logo for our business?

A. This is your verbal brand. Firstly, what is a verbal brand?

•  > A powerful introduction
•  > What you say about your business
•  > Not focused on what you do or your process but what the other persons pain or pleasure is
•  > Is short, sharp and interesting enough to provoke interest and further questions
•  > Is used by everyone in your business

How do you get started?

1. Determine your value proposition with your team first - that is; what value you really offer your clients. Ask yourself some questions; who you are, what you do, who you do it for (your ideal clients), the WIIFM factor (what’s in it for me) and what the real pain or pleasure it is that you address with your clients.
2. Then craft this into a great vision statement for your business. (Check out my book Small Business Big Brand for more details on how to do this). Once you have this find yourself a great copy writer who can capture your passion and vision and then write it in a compelling manner.

Remember:  it must be about the customer and the pain you fix or pleasure you provide to get them thinking and asking more questions about your business and what you offer.

 
Q.  I have a new office with shop front with new staff and need to expand the number of customers beyond the ones I had as a sole trader. Apart from our internal referral program with clients and suppliers, I am thinking of a letterbox drops to surrounding businesses. What are your thoughts on how I let the community know?

A. For some business types the letter box drop actually works, but for brokers I don’t believe it is a great way to market yourself.

That’s mainly because people like to go to a broker they know, like and trust and that has been recommended. I would be focusing more on relationship marketing activities, like networking, creating alliances with other business service providers in a complementary field and a personal call program to people you know (but make sure you have a compelling offer first).

Why not try a community sponsorship to get your name out there and to build personal relationships? Check out the book again on how to do this.