Personal Note from Kendall
Love and brilliance,
Weekly Marketing Wisdom® Main Article
"Line Up Your Services for Branding Power"
LISTEN to this week's issue?
Turn up your speakers
and click play to hear my audio newsletter!
(If you don't see the audio play/pause/stop button, go
Okay, so you've been in business a while.
You have a few different services you offer.
You have regular clients who know, like, and trust you. So now
it's time for me to ask you, do you have a signature line of products
and services, each one feeding into the other?
A signature line of products and services
is more than just a marketing funnel. It's
where you deliver the same result, just in different formats.
Remember my friend Barbara you met a minute
ago (that's her, pictured with me in the photo above)? Barbara
delivers editing and writing services, with a focus on ghost writing
and book editing for speakers and consultants.
She's already plenty busy with clients and publishes
a f'ree monthly newsletter, but she has the opportunity to build
an even stronger business by offering a signature line of products
and services, each tightly focused on helping speakers get their
books written and published.
Barbara could create a series of information products. Each one
focused on subjects like writing one-sheets (something all speakers
must have), how to get started writing their book (including outlines,
templates, and schedules), how a speaker can turn their keynote
speech into the nucleus of their book, how to decide whether to
self-publish or try for a publishing deal...the list goes on!
If she wanted to, Barbara could lead or co-lead
workshops, teleclasses, and seminars on these same topics, all
pivoting around her core brand, which is helping speakers and
consultants get their book in print.
Of course, she would also become sought after
as a speaker herself, speaking to NSA audiences and other entrepreneurial
And, she could create a training program, getting
paid handsomely to teach other editors how to serve this big,
There you have it! A complete line of products
and services, all focused on delivering one result. The advantages
to this business model? In a nutshell: focus, expertise, credibility,
money, brand strength, and business prosperity.
So, are you wondering where the opportunities
are for you in YOUR business?
Creating a signature brand plan is where my
creativity runs wild! If you want customized coaching to design
and renovate your packages, services, and products then watch
for an upcoming email announcing my autumn HorseWise Brilliance
Love and brilliance,
Just about every week my husband Richard and
I have lunch with my mom, brother, and grandmother. Yesterday,
my grandmother finally admitted she might be "falling apart."
Just to put this into perspective, my grandmother
is 92 next week. She lives on her own, goes out to the movies
nearly everyday (which involves taking a bus and walking across
the shopping mall parking lot), loves the Asian Wrap at Chili's
restaurant, has high-speed Internet access from her fancy little
Mac laptop, reads voraciously, and listens to the Eagles and Bob
I'm not sure where the "falling apart"
comes into play but if she says so, then I have to believe her.
All I know is, if that's what "falling apart" looks
like, then I've got a great old age to look forward to!
I am blessed to have someone like her as a model
for what our golden years look like. And I realize, that having
her as a model has influenced my concept of aging, being cool,
and staying young in mind and heart.
Who do you have as your model? What messages
do you get from them about aging? I hope those messages are ones
of empowerment, independence, and above all, curiosity.
Read my book, Brilliance Unbridled
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Small business expert and author Kendall SummerHawk, Million Dollar Marketing Coach. Kendall delivers
smart, savvy ways entrepreneurs can turn their hectic business into
a smooth-running, fun, 6-figure money-making dream. To learn more
about her book, Brilliance Unbridled, and sign up for more FREE
tips like these, visit her site at http://www.kendallsummerhawk.com
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Weekly Marketing Wisdom® is published by Kendall SummerHawk.
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