Pathway To Success, Published since 2000
Volume 9, Issue No 14, 12th July 2009
Publisher Irena Whitfield
http://www.thecassiopeia.com/
iwhitfield@...
Subscriber Count: 138,500+


Optimism is essential to achievement and it is also the foundation
of courage and true progress.
Lloyd Alexander

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Editorial:

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Enjoy Today's article, tips and tools and stay tuned...
Pathway is back in 14 days with more goodies for a profitable business.


Sincerely,

Irena Whitfield
Your Publisher

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Publishing dates
'Pathway To Success' is published every other Sunday.
Next Issue is supposed on 26 July 2009.

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Contents

1. Today's Feature Article by Jerry Bader
2. Today's Tip On the Opportunity worth checking
3. Today's Tip On Tool worth using
4. Today's Promotional Tip


Today's Feature Article

What Makes Your Business So Special?
Jerry Bader

The one question every business, branding, and marketing consultant
asks is "what makes you special; what makes you different?" If you
want to grow your business and get to the next level, defining what
makes you special is a good place to start.

Most businesses are copycat companies, selling the same thing,
in the same way as most of their competitors, making for a real
challenge in providing an adequate answer to the "what makes you
so special?" question. But fear not, it is easier than you think.

A Rose Is A Rose, Until It's Axl Rose

Coke or Pepsi? Which one do you prefer? Here are two products that
are next to indistinguishable, that serve the same purpose, and are
sold in substantially the same way. Now I can hear the Coke and Pepsi
lovers screaming into their monitors that their favorite is better,
but are they really all that different? Perhaps the taste of one is
slightly sweeter, but in the grand scheme of things they are
substantially the same. So why are people so loyal to their brand,
so adamant that it's their brand or nothing?

It's branding, the end-product of a marketing communication effort
that delivers an emotional value-add that distinguishes one product
or service from another; and once that brand identity is established,
it is hard to break. No matter how many times these soft drink
behemoths are convinced by their ad agencies to change their slogans,
to me, and my generation, Coke will always be "The Real Thing" while
Pepsi represents "The Pepsi Generation." What makes these companies
special is not what they sell or how they sell it, it's how they
communicate the emotional value their products bring to the table.

What we are talking about is brand communication: the process of
identifying, developing, and communicating the emotional value your
company, product, or service provides. It is the one thing that can
make any company different, no matter how many me-too competitors
it has.

What About Conventional Wisdom?

If it's so simple why doesn't everybody do it? The answer is fear,
fear of making a mistake, fear of going against conventional wisdom.
What people forget is the phrase 'conventional wisdom,' coined
by economist John Kenneth Galbraith, was a derogatory term used
to describe the way politicians and pundits reduced complex issues
down to digestible sound-bites based on what people wanted to hear,
rather than explaining the complexities and implications related
to an issue. Does the phrase "read my lips, no new taxes" ring a bell;
no matter how discredited a concept, politicians still promote the idea
that government can do its job without people paying their fair share
- it's what people want to hear, what they want to believe, even
though it makes for counterproductive public policy.

Today's mad dash to join the Twitter craze is another example
of conventional wisdom gone wild. Just because everyone is doing it,
doesn't make it an effective marketing communication tactic.
Everything you ever wanted to know about everything in 140 characters;
it's anti-marketing, and the height of non-communication. The "Cluetrain
Manifesto" concept of a global Internet conversation has been corrupted
beyond recognition. True communication implies meaningful dialogue,
not instant messenger pseudo-speak and Twitter twaddle.

Just as a matter of interest, the Web-video on Twitter's home page used
to explain the concept, and promote the service, is two minutes and
twenty-four seconds long. Too bad they couldn't have done it in less
than 140 characters of text. You think maybe they know something their
users don't.

What About Slogans and Taglines?

Sure slogans and taglines are pithy little statements that like logos,
convey a brand personality in an instant, but these short-form symbols
and catchphrases are merely reminders of the emotional benefit
of the product, service or communication they are attached to, and are
the result of ongoing, consistent marketing campaigns that portray
the brand in an emotional context. The meaning and value of phrases
like "Tastes Great, Less Filling" and "Where's The Beef?" are the
byproduct of long-term consistent campaigns that connect on a human
level.

So What's The Problem?

The Web has created a whole new class of business executives that never
ran a business that didn't have the Internet available. Technical know-
how and engineering expertise has replaced human understanding, while
market research, surveys, focus groups, metrics, and statistical modeling
have replaced good old-fashioned business savvy and experience. It's
a wonder anybody sells anything any more.

Conventional wisdom states that to sell someone your product or service
you need to align your sales pitch to your prospect's thinking. In other
words, tell people what they want to hear, but what if what they want
to hear is wrong, counterproductive, and not what they need, or more
importantly what they really want?

The average Web-based business entrepreneur tries to think and act like
his mega corporation counterpart but without the financial resources
to shape and mould public opinion. When a business website fails, it's
because it does not deliver what its audience really wants, it delivers
what the company thinks that audience wants.

Gerald Zaltman, professor emeritus at the Harvard Business School is
a founding partner of Olson Zaltman Associates, and author of "How
Customers Think: Essential Insights into the Mind of the Market."

Zaltman states, "Most of what influences what we say and do occurs below
the level of awareness. …The goal of advertising should be to engage
people with a message that has an emotional impact. And that requires
actually grappling with the means by which they have experiences and
react with emotion, sentiment, and feeling…."

In order to take advantage of this insight, the Web-based business must
change how it thinks about websites and how it presents meaningful,
memorable experiences that tap into the emotional underbelly of audience
desire. The value proposition you offer must be found in the audience's
emotional connection to the Web experience you provide.

In order to create an effective online experience you must understand
how your audience consumes what you present. Zaltman points out six
fallacies that inhibit effective marketing communication.

Zaltman's Six Customer Fallacies

1. Customer decisions are rational?
2. Customer behavior can be easily explained?
3. A customer's mind, body, and societal influences can be understood
independently of each other?
4. Customer memories are accurate?
5. Customers think in words?
6. Commercial messages are interpreted as intended?

Think about your own consumer behavior. Everything you purchase has
an emotional subtext that influences the purchase: the car you drive,
the clothes you wear, and the wine you drink are based on how you see
yourself, or at least how you want to be seen. Even the analytical
perfectionist who compares all the features, and studies all the reviews
is making as much of a statement about his or her need to be right than
they are about buying the most functional, cost-effective product.

What's your brand's 'Emotional Value Proposition?'

Branding remains one of the most poorly understood and ineffectively
implemented marketing tactics business has at its disposal. Yet branding
is the key to customer-loyalty, action, and word-of-mouth proselytizing.

What do Nike, Apple, and the US Army have in common? They deliver a brand
proposition that offers their audience the opportunity to be the best
they can be. It is simple, clear, and unequivocal, your customer wants
to be the best they can be and these companies offer the opportunity
to reach that goal through their offering. How does your company engage
your audience with that kind of emotional value proposition?

********************************
Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that
specializes in Web-audio and Web-video. Visit
http://www.mrpwebmedia.com/ads , http://www.136words.com , and
http://www.sonicpersonality.com . Contact at info@...
or telephone (905) 764-1246.

********************************
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*************************
Nothing stops the man who desires to achieve. Every obstacle is
simply a course to develop his achievement muscle. It's a strengthening
of his powers of accomplishment.
Eric Butterworth

*************************
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