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Your Unique Position

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Van: Factuurexpress ~ Your Unique Position ~ Not too long ago, a Marketing Makeover Kit owner wrote asking why her marketing materials weren't producing any leads. Curious, I asked her to email me her brochure and monthly newsletter. The problem was obvious. Her materials were polite, friendly, well intentioned...and deadly boring. At first glance, her business - a bridal consultant and wedding planner - may seem quite different than yours. It really isn't. Every business, yours included, needs to have a unique marketing position to make it stand out from the crowd. Here is the straight-to-the-point coaching I gave our wedding planner. I invite you to apply the same wisdom to your own business, and see what you create! 'I would strongly encourage you to think about how to uniquely position your service. What do brides care about most? I am guessing a) making the day perfect, and b) avoiding problems and screw-ups. Brides also care about having something unique and memorable. Here are some of my thoughts on how you could focus your service: • Bride again 2nd time (and even more) brides are a growing population. Second brides don't want all the same stuff new and younger brides want. This is a market that is savvy and ready to spend some money. •  Unique theme weddings • Weddings above or below a certain number of people. • Weddings above or below a certain dollar amount I bet you can think of more! The idea here is to focus ALL of your marketing - your site, brochures, newsletter, etc. around one of these themes. Now you stand out from the crowd. I realize this may sound like starting over, but it won't be that hard because you already have everything in place, it just needs to be "refitted." There is no doubt you are outstanding at what you do (your quality of service shines through) it just needs a very specific theme or focus to make it stand out. Like the perfect flower center piece.' I realize you are not in the wedding planner business, but what ideas does this spark for you? My unique position is the Horse Wise business makeover program. What's yours?! Now it's your turn! Kendall   Personal Reflections ~ My Thoughts On ... ~ I've been grousing for nearly a year that I never had time to work on my own website. It had become a source of some embarrassment since I launched the Website Wisdom package. I found myself apologizing to potential clients, for not having time to attend to my own website. My own site was failing to live up to even the most basic website wisdom I so happily give to clients. Then I created - and started following - my Time Wisdom tool (part of the Horse Wise business makeover program). After all, I am my own best Guinea pig. Since the beginning of the year, the tool has allowed me to dramatically change how I spend my time. As the pile of projects magically cleared away, I was left with the one project I thought I would never get to - my own website makeover. No more grousing! I have "overhauled" my home page, along with several other pages on my site. Everything from changing the font, to completely re-writing and re-focusing the home page content. Am I done? Not yet. But the progress I've made feels great and looks even better. You can see the changes for yourself by visiting my home page - just be sure to click the 'refresh' or 'reload' button at the top of your browser window so your computer views the new page, not the old one. I also invite you to give me your feedback! What appeals to you about the new look and content? What emotions does it evoke in you? What action does it encourage you to take? Let me know - I am all ears! ...Until next week, Kendall Marketing Tools ~ We do the work - You reap the rewards! ~ Are you ready to say "goodbye" to amateur sites, techie programmers that speak jargon, and trying to unravel the complexity of creating a website? With Website Wisdom, we pamper you with a spa-like experience, and a web presence to be proud of! Our innovative Website Wisdom package is a miracle worker when it comes to creating a client-capturing marketing message and uniquely positioning you as THE person to hire! Call 520-577-6404 or visit: Website Wisdom. Marketing Articles You are welcome to use one of mine - for free - just be sure and include this "author's box" at the end: "Love what you do but wish marketing would just go away? Kendall SummerHawk, creator of the Marketing Makeover Kit™, Website Wisdom™, and Horse Wise Business Makeover Program specializes in creating innovative, client-capturing marketing solutions for your business. Visit www.KendallSummerHawk.com for more articles and free marketing wisdom."

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