Branding Yourself in 3 Words or Less

robotsFrom over 25 years of experience in marketing, copywriting, conversions and online business, I can easily tell you that one of the most difficult tasks for people when it comes to marketing is defining their differences. In fact, at Marketing Words, we have a questionnaire all new clients are asked to complete. Among others, it contains the question, “What is the single most important unique competitive advantage (UCA) you offer?” What answer do we see above all others?

None.

Nothing.

It is left blank.

Or a question mark is inserted in the space.

That’s because the quest to analyze how you are different or better than the competition is a mind-numbing process for most people. Coming up with a short, impactful phrase that immediately lets others know what their strengths are and how they outperform the competition is like digging a ditch with a teaspoon.

What about you? Ever struggled to figure out how to position yourself in a crowded or competitive market? It’s tough, right? After all, that’s why people hire expensive brand experts and agencies. That’s where thought-provoking statements like:

• Brilliant Craftsmanship
• Ambitious Results
• Pioneering Solutions
• Nimble Creativity

… come from.

It’s not difficult to define your UCA if you get to know yourself. It’s even easier if you get other people to help!

4 Easy & Effective Ways To Define Your Branding Statement

#1 Read

Do you have testimonials on your website? You should. Go back and read through those right now. As you do, take notes about common themes or phrases that repeatedly pop up. Here are a few from the Marketing Words testimonials section:

• quality
• creative
• conversions
• results
• partner
• expert
• advisor

From this list (or synonyms for these), what two- to three-word phrases can you come up with?

• Expert Conversions?
• Creative Advisor?
• Inspired Results?

The more words you add to your list, the more options you’ll have to explore until you find just the right phrase.

#2 Ask

Don’t have testimonials? Get some! Call or email your clients and ask them to take five minutes of their time to provide a short statement about you and the work you’ve done with them. Or, if they aren’t comfortable or don’t have time, they can simply jot down five to 10 words that describe you.

#3 Think

Be completely honest with yourself. Nobody else is around looking over your shoulder. Think about your own impressions of you at your best. We tend to focus more on our weaknesses than our strengths, but when you’re on your A game and all the planets are aligned, what awesomeness comes pouring out?

Use these fill-in-the-blank statements to prod you in your thinking.

When I work on _________________________, my _____________________ really shines through.

I get stellar results with ________________________ when I focus on _______________.

It is in my nature to be ______________________ when I concentrate on _____________.

I almost always get compliments about _______________________________________. Clients say I’m _____________________________________________________.

#4 Learn

One of my all-time favorite business peeps, Sally Hogshead, goes even deeper using a systematic approach to uncovering your exceptional qualities. Sally explains, “I was that expert. I’ve created brand messages for some of the biggest brands in world. Companies paid me handsomely to find the perfect words for their brand.

“Imagine if a focus group of 100,000 professionals describes who you are at your best. Then, a branding expert (that’s me) selects the best descriptions of you. You end up with the two or three ‘closer words’ to position yourself. These two or three words would be like a tagline for your personality.”

You could attract your ideal client more easily and:

1. Develop a specialty
2. Become famous in your niche
3. Exceed expectations in one particular way

Anthem BuilderInstead of a branding statement, Sally calls this your “Anthem.” And she has created a really easy system called the Fascination Anthem Builder. Based on her book “How The World Sees You” Sally’s program guides you through building your Anthem and finding your most valuable differences that truly give you a unique competitive advantage. 

Right now it’s 50% off (ends Nov. 30, 2014) with code FAB100off  (The code is case sensitive.)

What’s my Anthem?

Focused Results.

I’d love to hear what yours is. Share it below and let me know how you came up with your Anthem.

Send to Kindle

Please share this post with your friends.

Pinterest
  • Email






Conversion Tricks, Amazon Tips, SEO Goodness & More

Looking for the best articles pertaining to conversions, Amazon FBA, copywriting, SEO and more? This is what I've been reading lately. See if these articles help you as much as they've helped me. Enjoy! SEO Google Rewrites Quality-Rating Guide: What You Need To Know (The SEM Post) Google How To Snippets And Cooking With Semantics (SEO By The Sea) Selling On Amazon How To Track Multiple Purchase Costs For Amazon Inventory (Jessica Larrew) Thrifting For Profit Podcast – Amazon Seller Central Secrets (Debra Conrad) Ecommerce Men vs Women: How They Shop Online [Infographic] … [Read More...]

Web Page Review: Public Library Faces Above-The-Fold Issues

Sometimes we tend to view our own websites as if everyone who visits will understand what we've done and how to find what they need. As this local, public library finds out, taking into consideration who your audience is, what they want and where you position your information can be paramount. Would you like a page from your site reviewed? As a subscriber to my monthly Marketing Words Newsletter, you can submit one page of your site into our monthly drawing. (Just reply to the newsletter with the exact URL you want.) If you are selected the team will provide detailed feedback and … [Read More...]

5 Little-Known Facts About Keywords & Amazon Product Listings That Could Hinder Your Success

Lately I feel like a broken record. It seems the more people I talk with, the more times I hear, "I didn't know that" when it comes to keyword-related facts about Amazon product listings. Most people are making this way harder than it has to be. In fact, many are seriously wasting space by not following what Amazon clearly lays out in the Seller Central Help section. Let's take a few minutes to go over some specifics from Amazon so you can start benefiting from the right way to use keywords. Not using keywords correctly in your product listing copy and not having them formatted the right … [Read More...]

Unlocking The Magic Of Pinterest To Drive Ecommerce Sales This Holiday Season

Did you know… • 81% of U.S. online consumers say they trust information & advice on Pinterest (BlogHer.com) • The average order placed by Pinterest shoppers is $169, almost double that of Facebook and almost 2.5 times higher than Twitter (RichRelevance) • 69% of online consumers who visit Pinterest have purchased an item they found on the site (Bizrate) • 20% of referrals to e-commerce sites from social sites are from Pinterest (Econsultancy) • Between January 2013 and January 2014, mobile transactions through Pinterest went up 77.62%, mobile revenue has gone up 224.1% and average … [Read More...]

New Google Updates, Amazon Holiday Sales, Conversion Boosts & More

Looking for the best articles pertaining to conversions, Amazon FBA, copywriting, SEO and more? This is what I've been reading lately. See if these articles help you as much as they've helped me. Enjoy! SEO New Panda Update Targets Thin Content Google Penguin Algorithm Update Content Quality Score: Google's Best Kept Secret For Rankings How Google is Connecting Keyword Relevance to Websites Selling On Amazon 7 Tips for Selling Board Games on Amazon or Ebay Podcast: Write Better Amazon Product Pages 5 Mistakes That Will Kill Your Amazon Holiday … [Read More...]

Ecommerce Product Description Writing Driving You Nuts? Here are 6 Ways To Describe Almost Anything

There I was – stuck, staring at my computer screen and gritting my teeth. "All these calculators are virtually the same. All calculators add, subtract, divide and multiply.” I huffed, “How am I supposed to write different copy for 25 calculators that are all pretty much identical?" Ever been there? Ever had several catalog or ecommerce descriptions or pages of copy to write that deal with products that are the same, but different? What's the biggest problem? Knowing how to identify those all-important differences! Strategy #1 - Create a List of Methods Used Before One way to get … [Read More...]

Web Page Review: Nutritional Supplement Site Gets Help with Clarity & Sales

These days nutritional supplements are a dime a dozen. It seems every company has their own brand of a variety of products. What makes one different/better than the other has to be communicated clearly through design and copy in order to convert visitors into buyers. That's what the panel focused on when giving advice to one Swiss supplement manufacturer. Would you like a page from your site reviewed? As a subscriber to my monthly Marketing Words Newsletter, you can submit one page of your site into our monthly drawing. (Just reply to the newsletter with the exact URL you want.) If you are … [Read More...]

3 Attention-Worthy Ideas for Your Next Press Release (and Why they Work so Well)

Practically everybody has dreams of earning a bit of media coverage and being flooded with business. Unfortunately, that's easier said than done. The main reason most press releases fail is because they are self-promotional. Promotional copy is the cardinal sin of press releases. Reporters want news, not advertisements, so before you begin to write, pick up an industry journal or two, read through a couple of newspaper articles that pertain to your occupation and take some notes. 1. No First or Second Person - Notice how all the news is written in third person (they, she, them, etc.)? … [Read More...]

Discover How Others See You (the Good & the Bad) in Less Than 5 Minutes

I must admit: I'm star struck. I ran across Sally Hogshead about a year or two ago and have gobbled up everything she has to say. I've always been fascinated by human behavior so Sally's first book "Fascinate: Your 7 Triggers to Persuasion and Captivation" naturally caught my attention. (My triggers are prestige and power, by the way.) I originally bought the book because I thought it would help with my copywriting business. (And it has!) Understanding consumer behavior is vital to writing copy and content that motivates and entices others to take action. I was excited to discover that I … [Read More...]

5 Tactics for Making More Money from Your Amazon Store

Even if you've only been paying attention halfway, you've probably noticed a huge surge in talk about selling on Amazon or a program called Amazon FBA recently. That's because Amazon gives individuals and companies a massive, global marketplace to sell to with very low entry fees. There's little wonder that droves of people are rushing to find out all they can. Did you know… • Statsita.com reported that Amazon has 164 million visitors quarterly in the United States alone. • Comscore named Amazon as the most popular site in Europe. • USA Today placed Amazon as number six on its "10 … [Read More...]