Hsuan-Hua's comments

Rachel,

You make me want to try Nia. :)

Karen,

What's your special offer for your client's need?

Ondine,

Work on one thing at a time. :) How does Rachel's input sound?

Ondine,

What's the client's unmet need you are addressing?

I used Steve MacDonald 5 principles to craft mine.

· Use a customer benefit orientation (don’t talk about you)

· Understand and acknowledge your prospect’s unmet need that you address

· Consider both rational and emotional connections to your brand.

· Relevantly differentiate yourself from the pack

· Create a singular statement that is easy to remember and re-articulate

Here is Steve MacDonald article Stop Wasting Your Marketing Dollars (Part 1 of 2).

Nancy

This one offers emotion and rational connection for me. Thank you for the nutshell description. You jumped the ship (moving from biztalk What's Your Speical Offer to this one) and really confused me. :)

Karen

I am curious - what's your client's unmet need?

Rachel

This one is rich and clear. Maybe it's a little long and I know you will continue to revise it. Thank you for the completion!

The program sounds great. I was thinking it would be great if a relator teaming up with a financial adviser to support their clients. And you got that in place already. Awesome! I learn something new everyday.

My focus was not about bad apple. My focus was gearing you back to my question - What's your special offer to differentiate you from other relators? I understand it now. Thank you for explaining it to me.

Would you like to try to express your special offer in one statement? Remember marketing is about to give your potential clients a quick choice from all of the other offers out there.

Howard

Your new video is professional and interesting to watch. The message I got is - you offer different perspective through your experience. I didn't hear "Wisdom with the pain of mistakes".

Caroline

I heard your special offer is helping people to get enough downpay in Snohomish and King County. What supports you to do that well are your caring towards your clients and passion to serve them.

I am curious.... People get help with downpay from realtors or mortgage brokers from time to time and it might not be their best interest to stretch too thin finantially. That's one of the reasons that we have many foreclosures right now.

How do you express your special offer to separate you from those professionals who had their own interest in mind and didn’t education their clients on the risks?

Miriam,

I can relate to your situation. I do the same for my parents on reading and writing.

The amazing thing was my mom passed the US citizenship test last year at the age of 79!

Nacy,

I heard that your special offer for sign-language classes is your experience, hands-on and fun. And your special offer for the teaching aid is the design. Did I miss anything?

Tom,

I got your brand. What's your special offer?

Nina,

Thank you for sharing the empowering story. To take a step further, one can be very critical towards others when they are critical towards themselves. When they change their frame of reference, they can be a more fun person to be with. :)

HsuanHua

When I work on my Brand and help others with theirs, I notice this is really a more fundamental question to get - What's your special offer that differentiates you from others?

So, I am bringing the talk back and hoping those who are not ready to craft your Brand can work on this one first with the support of biznik community.

Carol,

Taking baby steps is a good way to go. I acknowledge your courage to call five stations and your positive perspective to take all practices as learning opportunies. What's your subject? Congrats on the book!

HsuanHua

Terra,

I am so glad you pointed out the metaphor. It would be helpful for readers to think what the major fear you are facing, how it impacts your biz and what you want to do with it.

Paul and Pamela,

Thanks for the sharing your experience and thoughts

Arron,

Excellent feedback. That insight really helps me to compose my next article!

I appreciate you guys playing with me on crafting brand promise. That's learning in action. It motivated me to write this article! I learned a lot about your biz and I also could apply the vision to other biz now. Guess what? lots of biz don't send a concise and clear message in their marketing materials.

Paul

Thank you for the acknowledgement.

Aaron

I like your 2 level listening suggestion. Being present with your clients will help to understand what their unmet need is.

Looking at Steve's principle - "Consider both rational and emotional connections to your brand.", I am not sure about your statement - " Branding is a matter of feeling not intellect. " Could you share your thoughts about it? Thanks

Paul,

I heard you offer short development cycle (low cost), high usability, biz consulting, high performance and integrated porcess. That sounds really convincing and promising.

The beauty of this exercise is to go through the process to have better understanding of your special offers and your client's need.

I bring a lot to my clients too - special coaching skills, tools, both my left and right brain, my heart, a holistic approach and my biz experience. To sum up, my clients get clarity and feel fun in the process of business growth.

Read examples and principles again, talk to your clients and keep on playing with the statement and you will get your brand promise. Thank you so much for learning in action!

Paul

What do you bring to the table with the education, experience and the coding speed to differentiate yourself from the pack?

Rachel I am thrilled to hear "real change" So,what's your brand promise?

Rachel I have been listening to you and thinking about your brand. What I got is as follows – The unmet need you address for your client is “new levels of growth”. What differentiating you and other healers are “safe journey” and “strategic choice of techniques”. “Safe” makes the emotional connection for me.

Hey! Have I gotten it ?

Aaron This speaks to me more. I’d like to hear others’ thoughts. I am still learning about brand promise and I speak from a client point of view. Steve McDonald said he would join us when he’s available.

I got – You address the unmet need of living in a not so threatening world. Your service provides “the simple joy of living”. "Simple" emotionally moves me. :)

Paul Thank you for playing! I understand that your clients need to have more time to spend on more fun parts of the biz (their unmet need). And you can provide them custom software to save them time.

I am curious what the reason is for me to choose you instead of other coders. :) Sorry. I haven't read your profile yet.

Rachel,

I'd like to know more about your biz - Is it a safe journey to connect to your body and soul to get to deeper level of personal understanding? or is there more to get to deeper personal undertanding? Other than hands on work, do you work with left brain in any way?

Aaron,

Thank you for sharing. I get what you do with your name.

My curiosity is how you are differnt from the other stress relief healers. I am getting to know you better through your profile.

That's the missing for me on your brand promise - Relevantly differentiate yourself from the pack.

Rachel,

Thanks for sharing. Now, I know your biz better. I also learned "safe journey"is an unmet need for your clients.

I am curious what is the definition of "deeper personal understainding" . Is it self awareness? is it personal growth? Is the connection to the divine?