A manufacturer came to us after their sales had slowed. They
manufacture wafer carriers; the "boats silicon wafers ride in as they are
processed. Boat size and design must vary greatly to fit the variety
of wafer processing requirements.
They had developed a manufacturing process that
allowed them to offer high volume pricing on literally one-off manufacturing
quantities.
We found two things. First, over the years
they had expanded their message in an attempt to offer customers more and
more reasons to buy. The result: they began to sound just like every other
manufacturer (most of which were far larger and more established). Second,
we found customers were buying for one reason: volume pricing at low volume
order quantities.
We recommended they pound on that single message;
lead with it, end with it and make sure it's in the middle of everything they
did. They did and sales doubled.
A training company came to us after a failure
to launch. They provided a wide range of in-house training courses to
large companies. Their message: we provide a wide range of in-house
training courses to large companies for less than our larger competitors.
Our interviews convinced us they could never compete on that message because,
while budget was important to their target customer, they typically sought out
the best training available.
We recommended our client stake out a single course
they could legitimately promote as best in class, build a message around that
and, once "in the door," promote the other courses they offer. The course
they elected to go with: business writing.
Sales doubled. Now, Jonathan Clark is
considered the top business writing expert in America (and rightly so!).
A contractor wanted help promoting their new patented surface.
The video tells their story.
Pool companies in the southwest have earned a bad
reputation. The client had little market awareness. Our interviews
convinced us their marketing needed to build trust, not promote a new patented
surface.
Our message for them focused solely on building
trust and getting the appointment. We left selling the patented surface to
their salespeople.
Their sales more than doubled.
Email me and let's talk about your message. Or call: 480-369-1009
