It’s likely the essence of why you do what you do

The “wow!” can be shared in a brand promise, embedded in your messaging, demonstrated through design. It will set you apart from others and entice those who are looking for what you offer.

Find your “wow!” to win fans, build response and grow your client list. The wow is not a list of what you do, your products or services. 

How do you find your “wow!”?

Talk to your evangelists, those who are delighted with you. Talk to customers/ clients/ vendors who return and refer. Talk to your customer service and sales people, those who hear what your end users, final buyers have to say. Look at online reviews and testimonials. Match what they say (and how they say it) with how you want to be known—your purpose, your focus.

Ask specific questions such as:

(customers/clients/vendors)

• What makes us (what we offer) different from others who offer the same or similar products or services?
• Why do you choose to work with us?
• What is there about us that is more than you expected?
• What do you appreciate about working with us?
• Why do you refer others to us?

(your people/team)

• Who are we for our customers/clients?
• What do we do/provide for them (outcomes created, results)?
• Why does it matter?
• How do they describe us as an organization and/or how do they talk about what we offer/provide?

The goal is to find that essence, the “what’s in it for me?” from the fan’s point of view. It's the heart of the “wow!” and the foundation for your positioning.

Here’s an excellent source for inspiration and ideas. Simon Sinek and “Start with Why."

When you match your “why” with what people say they appreciate about you, you’ll have a powerful basis for your positioning. Layer in strong design then place your message where your audiences choose to take action. You’ll attract those who want what you offer and fuel response to your marketing … for success in 2015.

More resources for you

• Learn more about messaging as the foundation for your communications
• Positioning clarifies and defines where you fit in your category and market. It's brought to life by your visual and verbal brand. Learn more with our worksheet.

My brand positioning workshop is a terrific tool to bring your team together, probe essential questions, talk about what’s possible for 2015, and find your “wow!” Two hours or a half-day. Reply to this eblast if you’re interested.

Thanks for reading! Any feedback is welcomed. Questions? Let me know.