09/10/07 - Watch out for labels

I purchased my home from a gastroenterologist who told me a story as he was handing over the keys to my new home. Here is his story:

Question: What do you call the person who graduates at the top of the class from Harvard Medical School?

Answer: Doctor (label).

Question: What do you call the person who graduates at the bottom of the class from the worst medical school?

Answer: Doctor.

While I don't recall the exact point he was trying to make in telling me that story, I do know that it is a very powerful illustration of a concept that can have a major impact on anyone who is marketing or selling in business.

Here's why:

We like labels because they let us make snap decisions. They allow us to -- instantly -- sort our world into comfortable, well-known buckets.

Often, they allow us to simply not think, or to not think deeply. For much of life, this is very useful.

However, when you're trying to market or sell to someone, leading with a label is usually not a good thing. This is especially true if you are highly-differentiated, or serve a need that people are not aware of.

In our example above, the Harvard Medical School graduate is compromised by advertising himself as a mere "doctor." On the other hand, the person who graduated at the bottom of the class of the worst medical school is getting quite a lift from the doctor label.

Your task is to define yourself by the problem(s) you solve and the results you help people achieve.

To be effective at this, I recommend that you consider doing the following:

Keep it short.


State a problem that can be resolved, or a situation that can be enhanced, in a specific target market.


State the nature of the outcome you achieve for people who have that problem.


Stop talking.

Saying more than that will not help, so stifle the urge.

If the person you're talking to recognizes the need, and if your message is reasonable, he or she will say, "Tell me more."

That is your cue to keep moving through what we call the marketing syntax in a disciplined fashion.

Here is the marketing syntax:

Target -- Who are your ideal clients?

Problem -- What is your prospect's issue or challenge?

Outcome -- What result or outcome would they prefer?

Story (proof) -- Stories or case studies that describe moving from problem to outcome.

Benefits -- What's everything clients get when they work with you?

Credibility -- What qualifies you to do what you do?

Process -- What do you actually offer and how does it work?

Call-to-action -- What do you want them to do next?

You actually want to say as little as possible. Talking people to death rarely leads to a sale.

Marketing syntax is designed to speak to the WIIFM (what's in it for me?) message that most people are listening for.

For example, my message for many is: "I help business people worldwide who must enhance their ability to generate profits. Often we see 50% and greater increases in annual profits for those that follow our guidance."

Or, I could use a label: "I am a consultant".

I probably don't need to say how poorly that label works out for my bank account.

Here is the acid test: Ask 10 of your closest friends, family, and associates what you do. If they feed back a label, rather than a nice tight, powerful elevator speech, you might have an opportunity to improve.

For many, what I have written above is all that it takes.

For others who are not willing to leave their increase in profits to chance, there is the Marketing Fast Track Program. We give you the full tool kit of capabilities necessary to get more clients. And we do it in seven simple steps.

Our next program starts September 12th. You can find out more here, and register for the class here. Everyone who enrolls in the class will be given -- at no charge -- a copy of our soon-to-released elevator speech e-Book.

As with everything we do and sell, you are backed by a no-questions-asked, lifetime money-back guarantee. There is zero risk in taking one of our classes, or in buying one of our books (see catalog).

The moral of the story is: Avoid labels and stick to the problems you solve or the situations you enhance.

Because of our lifelong habits, it is not as easy as it might seem. But, give it the effort and it will likely line your wallet, keep you on track for more fun, and get you that precious MBA (massive bank account).
Cheers,

Eric Albertson
Portland OR
September 10, 2007