finding the voice of your business - cose small business conference 2010
DESCRIPTION
Finding and projecting the authentic voice of your business across social media, email marketing, web PR and traditional marketing vehicles is essential to your sales success. Mastering these is no guarantee of success without a focused plan and the right talk track grounded in your business and clearly articulating your value proposition. Learn how to communicate with maximum impact through social media, email marketing, web public relations, video, audio and more as you zero in on your target audience. We will explore the differences between reaching end consumers (B2C) and other businesses (B2B) and the best methods for reaching each group. You will find the voice of your business that expresses the value and impact that only your products and/or services can deliver in words, sounds and images that capture the attention and the wallets of your target markets.TRANSCRIPT
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Finding the Voice of Your Business
Ted WallingfordMitch Slater
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CustomersBusinesses Need
What You Say
How You Say It
Where You Say It
All Day
Matters
Bang on Your Drum
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More than Just Brand
Offering Value
Generating Business
Finding Congruence
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Congruence
Message
Messenger
Product or Service
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First Movement
Finding Your Groove
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CustomersIt’s all about the
What’s in it for them?
What can you do for them?
What do they value?
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NOTFeatures
Functions
Bells
Whistles
Greatness
Focus on Them
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Secret Sauce
Asking Questions
Interviews
How Did We Do?
Focus Groups
Observation
Finding Your
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Online Dialogue
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Something for Everybody
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Feedback
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More Listening
Less
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Second Movement
It’s Your Song
Better
Faster
Cheaper
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Second that Emotion
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Write Your Song
Verse: Verse: Your StoryYour Story
Chorus: Chorus: Your Key Value PointsYour Key Value Points
Bridge: Bridge: Your Secret SauceYour Secret Sauce
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Lyrics
Own Your Category
Add Value
Speak on their Terms
Polarize
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Choose WiselyThird Movement
Your Instruments
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EffectChoose for Effect
Mass and Macro
Community
Individual Empowerment
Business Intelligence
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Community
Engagement
Buzz
Transparent Business
Familiarity
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Your Instruments
Social MediaFacebook
MySpace
Digg
Delicious
tumblr
Flickr
YouTube
TraditionalWebsites
Collateral
PR
Events
Advertising
Direct
Media
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VAT19
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Fourth Movement
Tune Up
Get Ready to Jam
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Book the Venue
Venue
Strengths
Limitations
Audience
Point of View
DIY
Budget
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The Foundation
Website
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Orchestration
Website
Collateral
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Embellishment
Website
Collateral
Communication
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Embellishment
Website
Collateral
Communication
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Embellishment
Website
Collateral
Communication
Email Ads
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Embellishment
Website
Collateral
Communication
Email Social MediaAds
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Embellishment
Website
Collateral
Communication
Email Social MediaAds Direct
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Hit It
1. Experience your Customer2. Begin the Dialogue3. Speak Like Your Customer
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Finding the Voice of Your BusinessTed [email protected] ext 101
Mitch [email protected]
216.225.0589