13
Building Brand and Marketing Messages
The poet is the sayer, the namer, and represents beauty.
—Ralph Waldo Emerson
Once you have a sense of the differentiators that you can claim and the value you want to convey, you begin the task of announcing who you are to the market in a manner that is compelling, distinct, and to the point. Unfortunately, too often, the following is the result:
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You might be thinking as you read this value proposition positioning statement:
The book's authors visited my website and used our marketing copy for inspiration! Those sneaky little devils.
In truth, we did and we didn't. Over and above visiting service firm websites every day for this book's research, we routinely visit thousands of websites across professional services fields, including law, accounting, consulting, architecture and engineering, technology services, and others. For the most part (but not always), firms sound ...
