October 20, 2010 By
So what’s so important about having a signature program? There are many advantages for a business, not the least of which is that it is a sure-fire differentiation strategy. As a communications expert, I’m interested also in the fact that it streamlines what the heck you talk about when describing your business! When I attend networking meetings (which I still do occasionally), and certainly in my daily work with coaches, I consistently notice that they discuss several things they’ve got cooking. The brain can’t process all this information. It wants to know you’re doing one thing. So, in Session 6, one of the things I tell M&M is that they will now be speaking only about “Feast or Famine,” their portal event. On their website, ideally, they would have a squeeze page, inviting people only to this event—rather than explaining in detail all the things they offer. This always produces a big sigh of relief for my clients, who are always aware that typically their communication isn’t effective because they talk about too much. In this session, we also discuss possible copy for their promo- tional postcard and I emphasize the need for their couples to “self-identify”—to say, “That’s us!”—and to do it either in the headline or in the first paragraph, and certainly through- out the rest of the copy. So, I play around with a few possible headlines for them that satisfy this requirement, then we pull the first line of the copy straight out of their heads and gut: It (marriage, as referred to in the headline) hasn’t worked out the way you envisioned it, has it? So we’ve slammed them with two “self-identifying” questions in the headline and first sentence. Then we list several unwanted things in their lives that they never envisioned—things directly related to their financial stress, and we further “call them out” by discussing their particularly unique situation: that they make a good income but continually coming up short. This rules out other couples who don’t have that issue. Then we slip on M&M’s “older and wiser couple” persona with the next paragraph that begins, “We know.” And continues on with the brief story of their financial struggles twenty years ago and the constant fights they used to have, inserting some of the accusations they hurled at each other, which we know their market most certainly does as well. This is another self-identifying tactic. And we conclude that paragraph by saying, “we’ve weathered those storms and are here to show you how to, too.” Below that, in the center, is the title of their program and below that, centered, is the thesis argument of their “brand concept” (Remember that? It’s a teaching point around which their portal program revolves.) Theirs is that financial struggle is directly related to a secret communication cycle they can’t see. Below the thesis, we put the statement, “You must attend this special seminar to break free of that cycle once and for all.” (That’s what I wrote about yesterday: activating the compulsory need in humans to know). Then we describe what they’ll learn in the 90-minute program and conclude with logistical information such as where, when and how to register. Of course, I don’t write this on the fly; I spend time in off-call hours constructing the final language, but we flesh out the basics in this session. I’m happy to provide some key pointers for your promotional copy! I kept this post purposely vague for copyright purposes, but there’s enough direction here for you to apply the general concepts to your own marketing pieces. TOMORROW IS THE DAY!! You can own this entire 8-session consultation! To see the first of two videos introducing the CD, click here now!