Happy Friday Free-for-All! The point at which the restoration blog gets to post something completely random that pertains to the restoration marketing industry!

I was reading an article post by Katya Andresen – http://www.linkedin.com/profile/view yourself via Linkedin today. Katya works as the COO and CSO at Network for Good in Washington D.C.. Restoration company? No – but the principles she brings up in her article run far beyond her philanthropic tech start-up. Featured in numerous magazines and spotlighted in various marketing journals, Katya’s work has won her nationwide recognition in marketing. What I’m trying to say is – listen. to. this. article – http://www.linkedin.com/today/post/article/ 20130221011329-6200057-the-ultimate-fill-in-the-blank-exercise-for-your-product-or-yourself .

The ultimate fill in the blank exercise for your product (or yourself) – by Katya Andresen – http://www.linkedin.com/today/post/article/ 20130221011329-6200057-the-ultimate-fill-in-the-blank-exercise-for-your-product-or-yourself

For fear of copyright infringement, I’ll not post the entire article itself – only a line that stood out from all the other text with a halo around it a light shining from on high. In her article, she lists out some generic “fill-in-the-blank” sentences and asks the reader to, well, fill in the blanks… with one stipulation. Fill in the blanks as your customer would want them filled out.

What you choose to put in the blanks has to be compelling not just in your opinion but from the perspective of your customer/donor/employer. If it’s not from their perspective, it’s just blah-blah to them.

Here’s an example using her first sentence:

“My solution solves the following problem for you: _____________________________”

  • Mitigate the water loss from causing further damage
  • Remediate the mold

Most of us restoration buffs out there may put in things like “water mitigation” or “mold remediation.” Call me stupid, but before I worked in the restoration industry, I would have had to Google what mold remediation meant. Now let’s look at the same sentence in the terms of our end users… the homeowners, insurance agents, property managers, etc.

“My solution solves the following problem for you: _____________________________”

  • Homeowners : “To get your kitchen ready in time for the next family dinner.”
  • Insurance Agents : “To have your insureds claiming you’re the best agent on this side of the Atlantic Ocean.”
  • Property Managers : “To have your tenants begging for you to stay with their property for the next ten years as well as increase your tenant loyalty. 98% occupancy? Definitely.”

Holy crap! What just happened? Did we just tailor our marketing message for each. and. every. one of our clients?! Sure we did. And that’s the point Katya is making – everyone loves to hear themselves talk and our clients are no different. Speaking in the terms of our clients gives them something they want to listen to.

Read her article here – http://www.linkedin.com/today/post/article/20130221011329-6200057-the-ultimate-fill-in-the-blank-exercise-for-your-product-or-yourself and fill out the questions as you normally would. Then fill them out again – as an insurance agent. And again, this time as a property manager or homeowner. I can assure you the latter will result in slogans clients love to listen to. To do anything less is to market with a blank billboard and hope people find you. It just won’t work.

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