3 Things to ask yourself to make sure you are delivering a compelling message so that you can attract your ideal clients and accelerate your business success!
  Think of your business as a person. What if your business had a face, a personality, a particular look, a feel; what if when potential clients thought of your business, they got a sense of how it thinks and what it believes in, just like a person? Guess what!?! Your business is just like a person and does have all of these things. Your business has its own personality.
  Some people are considered wallflowers. They hang back, are quiet and do not draw attention. In fact, others barely know they’re there!
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  If your business is like a wallflower, it probably isn’t drawing much attention, either. In fact, as the business owner, you may feel like your working just as hard as all the other businesses, maybe even harder, but you still aren’t drawing the clients and income you’d like.
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  On the other hand, some people have the personality of a rock star! These people have no problem letting others know who they are, what they do and why they exist! If your business is like a rock star, you probably have all the clients you can possibly handle, and are busy creating more programs and products just to keep up with the demand! Lucky you!
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If your business feels more like the wallflower right now, and you’d like to have more of what the rock star has, ask yourself these 3 three key questions:
1) Have I articulated and written down my brand promise?
  The most important thing to remember about a brand is: A brand is a promise–a promise of consistency. A client chooses one person or company to do business with because they know what to expect from that company every time. That company has done a good job of defining who they are and what they can do for their clients, and it has done a good job of repeating that message over and over so that people understand what they are promising and trust it!
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  Clients have a certain set of expectations of people or companies they do business with. They want to know they can trust that the product or service will be very much the same as it was the last time they used it. That’s the brand promise.
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  Some promises a company, or brand, can make to its clients are:
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Your brand promise should come through in all of your marketing and advertising efforts.
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2) What do I want my clients to remember about me and/or my business?
  When clients, or potential clients, think about you or your product or service, what is the core message they get? Your core message is a precise description of what you do, who you work with and why you are different (better) than your competition.
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Your core message should be based on:
It’s important that you understand and clearly articulate the core message you want to send for your business. You need to keep your core message in mind when developing all of your advertising materials such as your website, brochures, business card, etc. Your core message is what you want your clients to remember about you. This is how you create a deeply meaningful connection with your clients and prospective clients.
3) Does my company name and/or tagline explain the nature of my business or what I do?
  When people see your company name they should be able to understand what you do. If that isn’t clearly articulated in your company name, it should be clear in your tagline.
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  For example, my company name is Spinning Gold Marketing. Now, people may, or may not, understand exactly what I do. My tagline is: “The Entrepreneurs’ Business Growth Coach for Focused, Fast Results.”
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My tagline tells 3 things:
 1) Who I work with – “Entrepreneurs”
 2) What I do – “Business Growth Coach”
 3) What I promise – “Focused, Fast Results.”
  Taglines don’t have to be catchy to be memorable (although it certainly doesn’t hurt!). Your company name and your tagline do need to tell potential clients, or remind current clients, that you specialize in exactly what they need.
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  Your brand identity is the power and force behind your business success. Your brand message is what clearly tells clients and potential clients who you work with, what you do for them and why they should choose to work with you. And, remember, once you are clear on your brand promise–your core message–and have an effective company name and tagline, be sure it is consistent in everything you do.
Laurie Polinski
Spinning Gold Marketing
