Jennifer Manlowe

Writing Mentor - Publishing Coach
Bainbridge Island, Washington

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Boost Your Business By Simple Branding

The next time someone says you need to spend money on advertising or a new logo or promotional items to “build your brand” remember this article that urges you to connect not impress.

Written Mar 04, 2010, read 2557 times since then.

"Ideas spread like populations, from one person to another." ~ Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference

"The traditional approaches to marketing and branding are now obsolete... we can no longer market directly to the masses. One hundred years of marketing thought are gone. Alternative approaches aren't a novelty--they're all we've got." ~ Seth Godin, Purple Cow: Transform Your Business by Being Remarkable

What if you could make marketing easy by publishing simple essays? Just by sharing what you're learning from your customers in writing can be a way to begin the spreading of your good news. Because you've connected and recorded the needs of your clients, you will most definitely add value not only to them but to others who need and want your services.

HOW DO YOU DO IT IF YOU'VE NEVER PUBLISHED A THING?

1. Make a list of questions your clients or customers are asking you? Find out by asking them: "Right now, what are your urgent concerns, what do you think you need and, especially, what do you need from me and my offerings?"

2. Write a short paragraph or two in response to each question they've asked. Don't forget to bring empathy regarding why it is so important to them.

3. Next, come up with a few simple tips or steps that you can offer them only after asking them, "What's worked in the past?" Good news: You will be delving into your own expertise here and giving valuable, and most importantly, solicited advice. Your answers will reflect your thoughtful listening skills and will be easy to share because they're something you really know about.

4. Write a couple sentences about each of your simple points/tips, (creating a skeleton), then use bullet points or numbers to make it easy for the reader. Now, add some flesh on this skeleton by offering a "case example" or brief story of how this tip has helped your past clients.

5. Next, write a short paragraph simply summarizing the benefits -- one more time -- and what will happen if your would-be client were to follow these points.

6. Finally, add a simple bio that offers up-to-date contact information and, possibly, a free sample session with you should they want to see what you two might create together. And, something I've learned the hard way, be sure not to give away the store! Remember, work to connect NOT to impress.

Another bit of good news -- you're not spending a dime to share this kind of research. The next time someone says you need to spend money on advertising or a new logo or promotional items to “build your brand” remember this article. Then think about all the ways you can give your customers a good experience every time they have contact with you/your business. You'll be building your brand not by telling but by showing your customers that you are listening to their concerns and really care about offering them true value in relation to who they are.

Learn more about the author, Jennifer Manlowe.

Posted by Lynn Baldwin-Rhoades, Seattle, Washington | Mar 24, 2010

Jenn, you distill branding via writing to its very essence. Thanks for giving us so many practical tips on one of the most affordable ways to market ourselves. : )
Posted by Arden Clise, Seattle, Washington | Mar 24, 2010

Great article Jennifer. I love your approach of getting your customers/clients involved in creating your essays.

Good step by step information.

Thanks.
Posted by Beth Buelow, Tacoma, Washington | Mar 29, 2010

Jenn, thanks for this succinct reminder that our true brand is expressed when we make authentic connections with people. Being curious, as you suggest, is a brilliant way to do that!! You've provided us with a great system for helping even reluctant writers break down the process and offer value. Thank you!!
Posted by Jennifer Manlowe, Bainbridge Island, Washington | Mar 30, 2010

Bless you, bless you Divas par excellence! Without your leadership, I'd be flailing as an entrepreneur with very little history of creating a lifestyle and living worthy of my creative offerings.

You three rock,

Jenn

p.s. Don't miss these leaders in the soloPreneur business world. They'll bump up your business and your business model in ways that honor who you are/your style.
Posted by Deborah Drake, Bellevue, Washington | Apr 05, 2010

Jennifer,

We've not had (to my recollection) the pleasure of meeting personally yet, but I feel like I will already know you when that day comes. Your presence and essence precedes you enthusiastically and gracefully and we "preach" the same message, as do your three divas par excellence. Beth and Arden I know. Lynn I have yet to meet.

And I too champion getting in touch with what we know, what we care about, what has worked and what wisdom we can share in our very own voice.

Once upon a time as children we were simply creative and as we gained awareness we either got more confident or gave it up. Years pass and we think, "I can't write or I am not an artist."

This could not be farther from true.

We all have it in us to write the essays, the books, the blog posts, and to help ourselves by being our passionate selves. Your encouragement is gentle and your tips EASY for anyone to execute!

Here is a warm kudos to your simple and profound reminder of how we can embrace writing to champion what we care about with congruency of voice and consistency and with meaningful content.

Deborah Drake - Enrollment & Marketing Specialist .......................................................................... "Making connections that cause business to occur is my passion."
Posted by Maximus Kang, Issaquah, Washington | Apr 08, 2010

Hey Jennifer! Very well-written content here!

I think your #2 tip especially can become a very powerful link building technique for your SEO efforts if nobody in your industry has properly addressed those concerns. If they're having issues with the company they're giving business to, chances are likely that these issues are industry-wide.

Cheers!
Posted by Rachelle King, Seattle, Washington | Apr 08, 2010

Ok you awesome Ladies, aka Divas ;o) I am getting ready to launch a couple online sites where within the offerings I would say I will only have about 30 seconds to capture someone’s attention when they click to my site.

I have been making connections with Facebook, & Twitter so I love the connection idea but since those connections are not yet enough for me to really get these businesses spreading to an extremely wide audience as is needed since my business will only bring revenue with many people using it.

I am wondering how I can make the people I advertise to in some way feel connected right away when they first come to the site?

I am reaching out for advice because I really want this venture to be very successful and would like to rely on the vast knowledge of others more than just my own past experience & skills.

Thank you much for any help you can hand over my way! :o)
Posted by Elizabeth Dotson-Westphalen, West Hollywood, California | Apr 08, 2010

Thank you for a great article! Answering questions is a helpful prompt for us to write what we know!

Elizabeth
Posted by Jennifer Manlowe, Bainbridge Island, Washington | Apr 08, 2010

Wow, thanks so much EVERYONE for your thoughtful comments and brilliant commitments.

Genuineness ("authenticity") and sincere desire to be of service is truly who I am with friends and colleagues but bringing that heart-opening attitude to my business, as an entrepreneur, hasn't been as "natural" for me. At first, (2006), I had so much fear of not "making it" and with each year after, I had nightmares of "not making ends meet!"

I so understand and have compassion for Rachelle when she asks, "I am wondering how I can make the people I advertise to in some way feel connected right away when they first come to the site?"

Making people do anything is a form of trying to control them, right? And, from my experience, I'm controlling (a not-so-hidden form of aggression) when I'm most afraid of not having what I think I must have. What's a bigger bummer, that particular "energy" is counterproductive--it boomerangs with great precision.

Beth Buelow and Lynn Baldwin-Rhoades are holding a superbly-helpful, two-day workshop on May 7th and 8th that will give us strategies to deal with our marketing and earning concerns. I hope we all will be able to attend. I'd love to get to know better each one of you.
Posted by John Ortega, Louisville, Kentucky | Apr 08, 2010

Thanks for the article. Connecting is important, no doubt about it. Impressing people with your brand and image are of vital importance though too. I am part of the #1 web and marketing agency in Louisville. We build WOW websites and marketing materials for our customers. We give companies the WOW and the technology they need to connect. Low quality marketing and web presence will prevent customers from trusting in the quality of your product or service. So I think both are vitally important for business. Make the WOW impression, THEN connect with their interests through more a personal touch.
Posted by Erin Ferree, San Luis Obispo, California | Apr 08, 2010

Writing for your brand is important - but don't discount logos and visuals entirely. They can help increase your memorability by giving people something to remember other than words - pictures!

I do think that writing is a great way for an entrepreneur to start things up, build their credibility and to get really clear on exactly what they're doing, though. And it's essential to Search Engine Optimization for a website!
Posted by Maximus Kang, Issaquah, Washington | Apr 08, 2010

Erin - Couldn't agree more...writing good content ties the 1st and 3rd pillar of SEO (as I like to advocate) together, which are on-page content and building links.
Posted by Suzy Morgan, San Diego, California | Apr 08, 2010

Although I've had a website for almost ten years and 2 blogs, I am still l-e-a-r-n-i-n-g. You get the idea. I seem to be a slow study.

Here's what I just paid a lot of $$ to learn: you have to share who you are by writing the way you speak! I am told I write like an engineer. Maybe worse yet, an English teacher. I'm learning. Did you notice that was an incomplete sentence?
Posted by Tad Dobbs, Trophy Club, Texas | Apr 09, 2010

Jennifer, I agree with John, Erin and Maximus. Connecting with your audience and sharing your knowledge is just one small part of your branding, so I wouldn't exclude what you've suggested from brand-building. It's important to remember that your brand is the amalgamation of your visual identity, messaging, product/service and most importantly how your target market perceives your company.

You make some excellent points that are very pertinent to white paper offers, blog posts and thought leadership which will help you continue to connect to your audience. Thanks for the great article.

Creative Squall

Tad