“Give me ambiguity – or give me something else.” – t-shirt slgoan
Are you a Jack of all topics – master of none?
When people look at your website and marketing material, are they confused by all the different things you offer?
Do you feel like your business and career are all over the map?
Do you find it hard to, as speaker Joe Calloway says, “pick a lane”?
Explorer Daniel Boone once said, “I can’t say I was ever lost, but I was bewildered once for three days.”
A lot of us are bewildered by what our specialty is.
And if WE’RE bewildered, our potential clients will be bewildered.
Ambiguity produces apathy. Confused customers will be reluctant to hire us because they’re not sure what we do and whether it will worth their valuable time and money to work work us.
Here’s a proprietary process I’ve developed to help my clients get clear about how they can POP! out of their pack by being one-of-a-kind vs. one-of-many.
Once we clarify their USP (Unique Strategic Positioning); we create an umbrella brand to connect all their business activities so they generate maximum pay-off for their efforts.
Sam Horn’s 5 P Approach to Building an Umbrella Brand
P = Problem
What problems are your target customers facing? Picture one of them in bed at night and s/he can’t sleep because s/he is worrying about . . . . what? What is this person’s name? Put me in his/her head. Are they single? Married? How old? Kids? How many people does s/he manage? What is s/he frustrated about? What can’t s/he figure out?
Now put “quotes” around those concerns so you’re voicing their Zeitgeist and articulating the problems that are bothering your target customer.
P = Premise
Now, what’s your premise about those problems? It doesn’t have to be that way. There’s a better way. More effective way. More profitable way. Safer, quicker way. Less stressful way.
P = Process, Program, Product
And I’ve got the way. Here’s my 10 step process to alleviate those problems. Here’s my half-day program on how to prevent those problems. Here’s my book and audio products on how to turn-around those problems.
P = Promise
And here’s my promise to you. I will not waste your valuable time on ivory tower theories that don’t work in the real world. I will not rehash ideas you’ve heard 100 times before. You can trust me to do . . . . what? Dig deep and pull up your passionate purpose regarding what your target customers can count on you to do. State where you’re coming from in a heartfelt way so customers know what you stand for – and what you won’t stand for.
P = Positioning
Here’s my positioning. Think about your competitors. What do they do you don’t like? How do you zig where they zag? What’s the norm in your industry? How can you be the opposite vs. the obvious? (Enterprise Rent-A-Car did this masterfully by locating in neighborhoods instead of at airports).
Once you figure out your 5 P’s, the next step is to create a clear, current, compelling, congruent, commercially-viable message and mission that you roll out through a variety of coordinated formats so everything supports each other and scales your visibility, impact and results in record time.
Subscribe to this blog to receive my next post where I’ll explain how to crystallize a 5 C Message and Mission which is the next step to building an umbrella brand that helps you break out vs. blend in.