Embed Size (px)
DESCRIPTION
Duct Tape Marketing Seminar - Presentation from Charles Simmons - Small Business Week
Citation preview
Presented by
Charles J. TimminsFounding Principal/Chief Innovation Officer
[email protected]. 945. 1860
©2012. All rights reserved
People buy Y-O-U and W-H-Y you do what you do.
Innovative • Collaborative • Authentic
As a Personal Brand Strategist, I differentiate talented people who seek to grow their businesses - professionals, consultants and small business owners. Together we discover what makes them distinctive, who’s the “right fit” client for their products and/or services and how best to “stand out” to attract “right fit” clients.
My clients and business colleagues over the last 25 years refer to me as the “go-to-guy” that talented individuals seek out when they sense their “Plan A” isn’t working.
LinkedIn Recommendations:High Integrity • Expert • Great Results
Good morning, I’m Charley Timmins.
The W-H-Y of Brand Y-O-U…Learning Points
3. Four Questions that shift and elevate the trajectory of your business
2. Making your business “bullet-proof”
I. Conventional vs. 21st Century Marketing Paradigm
Interactive Segment
3 Companies you most admire
Key Attributes
Reason(s) for being in your business?
What 3 words would your clients use to describe you and your business?
The W-H-Y of Brand Y-O-U…
Conventional Marketing $$$
Creating the quickest, loudest buzz by–
• designing a killer value proposition, • crafting the slam-dunk sales letter, • creating brand messaging, • building a “WOW” website, • perfecting a clever ABOUT US page.
The W-H-Y of Brand Y-O-U…
Conventional Marketing:Mistake #1
A focus upon the W-H-A-T, i.e., what we do
• Features• Benefits • Services
~75%
What does the W-H-A-T sound like?
Our newest model has
• a 750ghz dual core, • i7Core processor, • up to 256 gig flash RAM, • an Intel HD graphics 3000
with 256MB SDRAM shared with main memory…
Apple
The W-H-Y of Brand Y-O-U…
A focus upon the H-O-W, i.e., how we do what we do
• Process-based USP• Best Practices • Best Methods
~12%
Conventional Marketing:Mistake #2
What does the H-O-W sound like?
Our computers are manufactured in the most advanced facility in the world, featuring nanotechnology infrastructure and real-time component construction…
Apple
The Wisdom of my 45,000 Hours…
Fatal Flaw within the
Conventional Marketing Paradigm
Competitors can replicate your W-H-A-T & H-O-W quickly
So what…
A Unique Company becomes a “Me Too” Company is record time!
The Wisdom of my 45,000 Hours…
#1 Imperative of the New Paradigm
Discovering your W-H-Y
A business without a Purpose is a business in jeopardy.
For example, we
• change lives, • serve others, • make things better, or • remove problems for
others
The W-H-Y of Brand Y-O-U…
A Guidepost of the New Paradigm
“People buy with their hearts, not their minds.”
- Peter Drucker
What does the W-H-Y sound like?
We believe in thinking different.
We build beautifully designed tools that unleash your creative potential, to help you change the world.
- Apple
What does the W-H-Y sound like?
I navigate the healthcare system for you.
I put all my nursing experience into making sure that when you leave our ER any healthcare need is taken care of –
whether it’s priority appointments with specialists, testing or new prescriptions. I’ll even clear your insurance.
You go home with all the arrangements made.
I’m a Patient Navigator, RN.
You get to our ER…I’ll take care of the rest.
-Virtua Health System
What does the W-H-Y sound like?
I change Corporate Culture.
As an Executive Coach, I help successful leaders get even better by achieving positive, lasting change in behavior – for themselves, their people and their teams – that drops significant money to the bottom line.
- Marshall Goldsmith
What does the W-H-Y sound like?
I am a CTO – A Chief Triage Officer
I work with operationally dysfunctional organizations to help them regain their market pre-eminence so they can justify value-based pricing, thereby generating bigger margins.
- Carolyn Picciotti
The W-H-Y of Brand Y-O-U…
Clues to discovering your W-H-Y
• What do you believe in?
• What matters most to you (or what’s non-negotiable)?
• What makes you irrationally
upset?
• What brings you to tears when the subject is discussed?
What to do: 1st Action Step
Get clear about…
• the Authentic Y-O-U : W-H-O you are,
your genuine self • W-H-A-T unique value do
you offer – your “special sauce”
• your higher purpose, that which inspires others – your W-H-Y
The W-H-Y of Brand Y-O-U…
#1 Imperative of the New Paradigm
Discover your W-H-Y • serving others • changing lives• making things better • removing problems for
others
Interactive Segment:
Replay
3 Companies you most admire
Key Attributes
Reason(s) for being in your business?
What 3 words would your clients use to describe you and your business?
Presented by
Charles J. TimminsFounding Principal/Chief Innovation Officer
[email protected]. 945. 1860
©2012. All rights reserved
People buy Y-O-U and W-H-Y you do what you do.
