Three Little Words

Not sure? Well, Uncle Ricky is here to help you.

Here's an exercise to help you define your brand. Clear your mind, take a deep breath and THINK. Think about what makes you unique. How would your clients describe the value you bring to them in ONE SENTENCE? How about in THREE WORDS? Or even ONE WORD?

It's not your "elevator speech" as my HALO senior VP of sales Dale Limes, MAS urges each and every one of you to have written out and memorized. It's not a 30-second commercial for you, glorious you ... it's a phrase of a few words—and THE FEWER THE BETTER—to define what makes you worth working with. It's your three-word promo identity.

I've worked for many years with the superlative Renee Domeier. Her field of promotional expertise is custom projects for medical device manufacturers. Renee's three-word promo I.D. is "Medical Marketing Authority." Do you see how that COMPLETELY DEFINES her and positions her not just as a "sales person" but as an AUTHORITY. Our clients NEED to work with authorities, not mere salespeople. Renee speaks their industry jargon, understands their unique challenges and—best of all—has designed specific custom promotional solutions that she can share which have increased the market share of her other clients in that industry. Wowsers. Big-time powerful stuff, all communicated in Three Little Words. A three-word promo identity.

Many of you haven't spent a decade or longer in a specialized market and may have trouble zoning in YOUR three little words as easily as Renee has. Of course, it wasn't really easy, it took her that decade or longer to authoritatively position herself as a Medical Marketing Authority. But if you don't have that specialized a focus, what do you say? Mug & Pen Purvayance? T-Shirts R Me? Logobobo Mojo Domo?