Would you like to become
more visible to the right customers,
connect emotionally with them
in order to gain their trust, loyalty, and advocacy,
and overcome their price concerns
so you can make more sales?

The truth is that good products and good customer service are not enough. If you’re like most businesses, you’re good at what you do.

The problem isn’t with your products or services —
it’s with whether or not you’re connecting with
your ideal audiences.

And I want to share what you need to know to ensure that your marketing will connect with your customers.

Does any of this sound like you or your company?

You keep trying marketing and communications programs that don’t really increase your bottom line.

You find it difficult to communicate why prospects should work with you, and what makes you different from your competition.

Your “elevator speech” makes peoples’ eyes glaze over.

You’re attracting customers who are difficult to work with.

You’re attracting customers who don’t want to pay you what you’re worth.

You’re frustrated because your customers are constantly beating you up over pricing, or switching to your lowest cost competitor.

There is an answer.
It’s about being authentic with your marketing.

I’m Marcia Hoeck, president of Hoeck Associates, Inc., a leading strategic branding and marketing communications firm, and I know what you’re going through. I own a business, and I have the same frustrations you do — marketing can be tough.

I’m a lot like you — I’ve made plenty of marketing mistakes,
and I learned the hard way.

My no-nonsense approach to marketing has come from the circle of my experience — from having worked in ad agencies, marketing communications firms, graphic design firms, printing firms, and having been a corporate client in the position to hire those types of firms — and the studying and process development I’ve done along the way. It’s what makes me “authentically” me. And it’s what makes Hoeck Associates, and everyone who works for me, authentic, as well.

You need to be authentic, too.

You need to connect emotionally with customers, with a point of differentiation that is unique to your business that your competitors can’t also claim. If you are authentically “you,” that’s something no other organization can be. And it won’t change or become obsolete with the next trend that comes down the pike.

Connecting emotionally with customers isn’t something most of us learned in business school or on-the-job training. And even if you master it personally, in one-on-one interaction with customers, transferring that authenticity to how your organization communicates with customers can be a daunting, confusing, and unfamiliar challenge — but that’s exactly what I’ll talk about in this second hour-long teleclass.

To listen to the first teleclass, click here.

Instead of focusing so much on promoting products and services, your organization needs to start revealing more about “who” you are as an organization and how that relates to the product or service, so that customers can connect with you on an emotional level. The best known brands with the most loyal customers share their authentic characters and personalities with their customers, creating raving fans, standing out in the marketplace, and demanding premium prices.

But many organizations continue to hide their humanity behind thick walls, preferring instead to let their products and services do the heavy lifting.

This is a mistake.

Customers are people, and studies prove that people, regardless of what they’re purchasing, still like to work with people, they like to relate to people, they like to buy from people.

The biggest lesson I’ve learned in my years of marketing is this — if organizations will be more like people when communicating, whether it’s to customers, shareholders, partners, or employees, the audience will respond.

An authentic brand that responds like a person — and is based on values — acts as a magnet to attract customers, connecting with them emotionally, gaining their trust and loyalty, so they won’t want to jump ship when a lower-priced supplier comes along. Your authentic brand — which includes your authentic products, services, people, communications, promises — will have won them over.

Don’t confuse “brand” with logo — your brand is your reputation.

Even if you already have your brand developed, this teleclass will help you. Don’t confuse “brand” with your logo or your look — that’s just part of the picture! Think of it this way: another word for brand is “reputation,” and every company has one. I’m going to be talking about the strategies behind your brand, behind your reputation. The strategies that will put the finishing details on the marketing you already have in place, to make it more effective.

In these teleclasses, you’ll learn how to:

Bring strategic focus and clarity to the power of your marketing, giving it deep meaning and recognition

Align yourself and your business with the correct customers, ones who will see your true value and resonate with what you offer, giving you unique value to overcome price concerns

Clearly articulate your brand message so that customers, employees, and all audiences consistently feel they “know” your organization and what to expect from it, developing trust

Develop markers to determine your correct position in the marketplace, becoming more visible to the correct, targeted, qualified audiences

Develop clear, consistent communications that will foster customer loyalty and advocacy

Differentiate your organization, giving it strength to stand apart from your competitors

I’ll also be talking about:

The ROI of branding

Why it’s important to control your organization’s brand, and what happens if you don’t

How people buy, the difference between emotional and rational decision making, and how to stimulate both types and in which order to influence sales

How branding takes advantage of the natural way our brains work, and how to use it to your advantage

Uncovering the true character of your organization, giving you a strong base for your organization’s “voice”

Uncovering the personality of your organization, adding depth and interest to the organization’s “voice” for key communications

Testing the values you uncover to make sure they’ll work for your organization in the long run with a simple test

The six major positioning categories and simple ways to use them to guide your thinking

How to identify your Ideal Customer

What you need to know about them to magnify the power of your marketing

How to easily engage customers in meaningful conversations about your company so you can ditch your elevator speech forever

How to uncover interesting things to talk to customers and prospects about

Developing a “point of view” that will make you memorable to your customers, prospects, and the media

And, I’ll also be sharing
my three best personal recommendations
for jump-starting your way
to powerful connections with your customers.

This second call will be just as good as the first.
(To listen to the first call, click here.)
Just enter your information in the boxes below,
and you’ll receive the complete call details via email.

Looking forward to sharing the information with you on the call!
Best wishes of success for you,

Marcia E. Hoeck
President
Hoeck Associates, Inc.

Hoeck Associates, Inc.
Visual Strategic Branding
& Integrated Marketing Communications
4461 West Alexis Road
Toledo, Ohio 43623

419.472.8808
mail@hoeck.net

© 2008 Hoeck Associates, Inc.