If we want to be competitive at the highest levels we must be more articulate than our competitors when it comes to promoting our products and services as well as our personal brands. This week alone we will be bombarded by more than 3000 brand messages. Between cable and network television, California citizens have more than 100 television channels to choose from. The noise we must compete against can be nerve-racking.
Al Reis said it best in his excellent book 22 Immutable Laws of Branding, the people who win today are the filterers, simplifiers and synthesizers. The average attention span of people is 15 seconds or less. Hence, we better get our messages across pretty quickly or people will tune us out.
In my mind there are three messages The Person to See must deliver better than his/her competition. They are :
- 15 Second Commercial
- Uniqueness Statement
- Features & Benefits
Tomorrow, I will explain the format of the 15 Second Commercial. Wednesday, I will cover the Uniqueness Statement and Thursday I will address Features & Benefits.
Comments