What Really Sets Your Business Apart?, Janson Stanley, CO2 2017
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If you think it’s “great customer service” or that you’re licensed and insured, then Jason is going to challenge you to rethink your brand. Discover the value of defining your unique value proposition and how it can help improve both lead generation and conversion.
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What Really Sets Your Business Apart?, Janson Stanley, CO2 2017
- 1. What Really Sets Your Business Apart? Jason Stanley, CEO Coalmarch Productions
- 3. Unique Value Proposition Thinking, reflection, creativity.
- 4. Unique Value Proposition Thinking, reflection, creativity..
- 7. We’re all here to learn how we can be more successful in business.
- 8. There are two ways you can do this.
- 9. You can be the lowest cost producer…
- 10. …or you can offer something that no one else does, something unique.
- 11. Raise your hand if you are the lowest cost producer in your market.
- 12. For everyone else, the question you need to ask yourself, right now, is…
- 13. What am I offering that no one else is…
- 14. What am I offering that no one else is… and how am I communicating it?
- 15. So what’s the big deal?
- 23. 13%
- 24. Think about it. 70,000 website visits. 9000 leads. 13% conversion.
- 25. 16%
- 28. 100 visits, 13 people 100 visits, 16 people But it is still a 23% increase in conversion.
- 29. Why it’s a big deal.
- 30. Why it’s a big deal. Set you apart.
- 31. Why it’s a big deal. Set you apart. Reason to choose you.
- 32. Why it’s a big deal. Set you apart. Reason to choose you. Visibility in your market.
- 33. Why it’s a big deal. More leads. Better sales.
- 34. So how do we get there?
- 36. 28
- 37. 26
- 39. So what’s your one thing?
- 40. That’s the question we asked at Triangle this year.
- 41. Here’s what we have been doing…
- 49. What makes Triangle unique? First, Owned by a veteran and a pilot.
- 50. What makes Triangle unique? First, Owned by a veteran and a pilot. Second, Prompt service (Same day)
- 51. What makes Triangle unique? First, Owned by a veteran and a pilot. Second, Prompt service (Same day) Third, More reliable service (Guaranteed)
- 52. So let’s get to cooking.
- 53. We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- 63. Make Triangle more memorable?
- 64. Make Triangle more memorable? Stand out in a crowd?
- 65. Make Triangle more memorable? Stand out in a crowd? A reason to choose Triangle?
- 68. But you can do this as well.
- 75. So here’s how you do it…
- 76. So here’s how you do it… Identify
- 77. So here’s how you do it… Identify Focus
- 78. So here’s how you do it… Identify Focus Communicate
- 79. Your challenge…
- 80. What Really Sets Your Business Apart? Jason Stanley, CEO Coalmarch Productions jason@coalmarch.com linkedin.com/in/jasonmstanley @jasonmstanley
Notes de l'éditeur
- Hi everyone. My name is Jason Stanley, and I am CEO of Coalmarch Productions, and I want to thank you for sharing the next 15 minutes of your lives with me. I know and appreciate how valuable your time is, and I want to make sure that it is time well spent. Today I want to share with you a practical way that you can improve your business, beginning now.
- What is this amazing secret, you ask? I’m going to give you the recipe to create your unique value proposition, and for those of you who already have one, the means to make it even better.
- The recipe will include some strategic thinking, a bit of self reflection, and a dash of creativity.
- Creativity. Creativity has played a big role in my life. Many of you might not know that my background is in Creative Direction. I went to Art School, earned my degree in Communication Arts, and for the first half of my career I built and directed brands for organizations.
- I want to take you back to 1984, to an elementary school in Wilmington, North Carolina. In that school is a classroom, but it is recess so it is empty. Except for one skinny, brown haired 12 year old. He’s sitting at his desk, drawing. He’s me. I’m working on an illustration, which is the product of my first business venture, selling drawings to my classmates. I charged a dime for a basic drawing, and a quarter for a fancy drawing, which sounds old. It sounds even older when I tell you that I kept my earnings in a jar in the built in cubby under my desk.
- A desk that looked like this... I’ve always been passionate about being creative, and today I am excited to have you join me as we explore how to leverage a bit of creativity to give your business a competitive advantage.
- We are all here this week to learn how we can be more successful in business.
- There are two ways you can do this.
- You can be the lowest cost producer…
- …or you can offer something no one else can offer, something unique.
- Raise your hand if you are the lowest cost producer in your market.
- For everyone else, the question you need to ask yourself, right now, is…
- What am I offering that no one else is… This is your unique value proposition. And if you are struggling with answering this question then you can bet your bottom dollar that your prospective customers are scratching their heads when it comes to identifying what sets you apart from your competition. How do you know if you are struggling? If you are thinking great customer service, good technicians, fair pricing, you are doing a great job running your company and a poor job being unique. So it’s what am I offering that no one else is…
- and how am I communicating it? (write this down) Because at the end of the day, if it isn’t clearly represented in your brand then it doesn’t bring a lot of value. In other words, it can’t be buried on the about us page of your website. People have to be able to glance at your home page or your vehicle and understand this, because guess what? People are impatient these days. Your UVP is the number one thing that determines whether people will bother reading more about your product or hit the back button.
- Now you know what a unique value proposition is, I want to explain why it is important. And to do that I am going to share a story with you.
- Two months ago, Frank,
- Donnie
- Jesse
- and I sat down to discuss the marketing performance of Triangle.
- It should come as no surprise to anyone that the vast majority of Triangle’s marketing spend is online.
- I’m going to be honest with you, we didn’t hit our lead goals this year for Triangle. Our goal was 11,000 leads and we are going to end up at about 9,000.
- That’s a big gap. On top of this, our traffic was up year over year.
- Our conversion sits at 13%. So we realized, we need to take better advantage of the traffic we are getting.
- Think about it. 70,000 website visits. 9000 leads. 13% conversion.
- What if we can bump our conversion rate up 3 points?
- Without increasing traffic that would make 11,200 leads. (Happy Donnie Pic)
- Without increasing traffic that would make 11,200 leads. (Happy Donnie Pic)
- In other words, out of every 100 people that visit the website, we need 16 to call us or email us as opposed to the 13 we are currently getting. Now that doesn’t sound too bad, but it is still a 23% percent improvement.
- At the end of the day here is how being unique will help.
- It will help you set yourself apart from your competition.
- It will give your prospective customers a reason to pick you.
- It will help you gain visibility in your local market. It will make your brand more memorable, and the more familiar it is, the more likely it will be for a customer to ultimately choose you.
- Practically speaking, it is going to help you get more leads and improve your sales.
- Ok, you are sold on the value… how do we get there? Well for TPC in particular, it includes a number of things, improved user experience, improved mobile experience, and a reboot of the brand that includes a true unique value proposition.
- Who has seen the movie City Slickers?
- See, this is why I like talking a bunch of people my age. We’ve all seen the same movies. My team is awesome, but a lot of them are younger than this movie. The median age at Coalmarch is 28.
- Annnnnd City Slickers came out in ’91, which makes it 26. So now you feel properly aged, we can move on…
- Remember that scene where Billy Crystal asks Curly, played by Jack Palance, what the secret to life is? He tells him, one thing. You find one thing to focus on and everything else don’t mean shit. Your unique value proposition is like that.
- So what’s your one thing? You think about that, while I tell you how we approached it for Triangle.
- That’s the question we asked at Triangle this year.
- Here’s what we have been doing…
- Up until this point we have been doing the same things a lot of field service companies do. Guaranteed to work,
- same day service,
- owned by someone named Donnie (woo hoo!)
- But what is really jumping out here? If we look at the website
- and we look at a Triangle truck, what message are we getting? Looks like a respectable pest control company, and that ain’t bad, but it ain’t great either. Kind of plain. Now we aren’t talking about just fru fru design aesthetics, (even though I do like that stuff), we are talking about the value of setting yourself apart from your competition.
- The other day I saw a Triangle truck on the road.
- Just kidding, this is just another service company. What makes Triangle truly unique? After careful thought and self reflection, we came up with the following attributes:
- Triangle is owned by a veteran and a pilot.
- Triangle offers above industry average speed of service (same day service), in other words, it’s prompt.
- Triangle offers a more reliable service than its competitors. It’s guaranteed. This is due to efficient operations and training.
- So let’s get cooking. How do we use this information in our recipe. How do we apply a little strategic thinking and creativity to this?
- We can combine these unique attributes into a can’t miss message. We can use a dash of creativity and package that uniqueness into a memorable brand We take the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- Here is what we have been doing with the Triangle brand. I’m going to use the website and fleet branding as examples. (Show current truck)
- We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- We combine the focused message of promptness and reliability and pair it with a memorable mascot that projects confidence.
- Meet our mascot, Ace. Ace is trustworthy and confident, and he’s a pilot, so he’s fast. What’s more reliable than the United States Serviceman, I ask you?
- So instead of saying the same old stuff, i.e. we have great customer service, you will get great results, we’re family owned, we’re local (many of you are all of these things) think about what really makes you unique and incorporate it in all of your branding.
- So instead of saying the same old stuff, i.e. we have great customer service, you will get great results, we’re family owned, we’re local (many of you are all of these things) think about what really makes you unique and incorporate it in all of your branding.
- The questions we need to ask are… Do you think this will make Triangle more memorable?
- Do you think they will stand out in a crowd?
- Do you think we are giving our prospective customers a reason to choose Triangle? At the end of the day, are these things going to help move the needle on sales. Now you might be thinking, well that’s easy for Donnie…
- He’s a pilot and
- owns a marketing company.
- But you can do this as well. Let me show you how.
- Show a hands all of my dog lovers out there. What if you became known as the dog friendly pest control or lawn care company? Your field technicians could bring dog treats to all dog owners on stops. You could send out dog birthday cards. No faster way to a dog owner’s heart than through their pet. Triangle Pest Control
- We’re Doggone Friendly I stole this idea from Damon at Tailor Made.
- How about a lawn care company that plants a tree for every new customer they sign up? How well would that play with environmentally conscious millennials in urban markets? Triangle Lawn Care
- For a Better Earth. Again, people assume that you are going to be able to treat their pests or lawn. It’s an assumption, unless your review profile online or reputation in general is horrendous. So you need to level up on your uniqueness.
- It doesn’t really matter, just don’t be bland. Don’t blend in. Don’t make your potential customers wonder why they should pick you. Triangle Pest Control
- Kid Friendly Pest Control We offer the safest, most family-friendly product available on the market today. What else? Are you woman owned? How about woman operated? Organic? Funny?
- So here’s what you do.
- Identify what is truly unique about your organization. Think about your own personal passions, how your company was started, what your values are, what charities you support, and the like.
- Focus on that message. Narrow it down to something that has brevity and power. It can’t be everything that makes your company or service great.
- Communicate that message consistently to your audience. Every time a customer or potential customer comes into contact with your brand is an opportunity to hammer home your message. Everyone here with kids knows that people need to hear things repeatedly before it sinks in. So think about your door hangers, your fleet, your website.
- Ok, it’s up to you now. I challenge you to take this information and think about your unique value proposition. Create a new one or improve the one you’ve got before the end of the year. Email me at jason@coalmarch.com if you want to bounce ideas off me, I am happy to help. Thank you for your time, and good luck!