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 – #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 – #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 – #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 – #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.
FAQ
What is “The Blank Billboard” comparison?
“The Blank Billboard” comparison is a metaphor used by author Katya Andresen to illustrate the importance of branding and marketing in a crowded and competitive marketplace.
What does “The Blank Billboard” metaphor represent?
The “Blank Billboard” metaphor represents the idea that in a crowded and competitive marketplace, businesses that fail to effectively brand and market themselves are like a blank billboard that goes unnoticed and ignored by potential customers.
What are some examples of businesses that effectively use branding and marketing to stand out?
Examples of businesses that effectively use branding and marketing to stand out include Apple, Nike, and Coca-Cola, which have created iconic and recognizable brands through consistent messaging, imagery, and customer experiences.
How can businesses use “The Blank Billboard” comparison to improve their branding and marketing?
Businesses can use “The Blank Billboard” comparison to improve their branding and marketing by identifying their unique value proposition and developing a consistent brand identity that resonates with their target audience.
What are some common branding and marketing mistakes businesses make?
Common branding and marketing mistakes businesses make include failing to differentiate themselves from competitors, using inconsistent messaging and imagery, and neglecting to build a strong online presence.
What are some key elements of effective branding and marketing?
Key elements of effective branding and marketing include a clear and compelling value proposition, consistent messaging and imagery, and a strong online presence that includes a user-friendly website and active social media profiles.
How can businesses measure the effectiveness of their branding and marketing efforts?
Businesses can measure the effectiveness of their branding and marketing efforts by tracking key performance indicators (KPIs) such as website traffic, social media engagement, and customer satisfaction.
How can businesses improve their online presence and visibility?
Businesses can improve their online presence and visibility by developing a user-friendly website with search engine optimization (SEO) best practices, creating and maintaining active social media profiles, and engaging with customers through online reviews and feedback.
How can businesses differentiate themselves from competitors?
Businesses can differentiate themselves from competitors by identifying and emphasizing their unique value proposition, offering exceptional customer experiences and service, and creating a consistent and memorable brand identity.
How can businesses create consistent messaging and imagery across their marketing channels?
Businesses can create consistent messaging and imagery across their marketing channels by developing a brand style guide, using the same tone and language in all communications, and using a consistent color palette and imagery.
This article by Katya Andresen provides a fascinating comparison between a blank billboard and a poorly designed billboard. The insights and examples she provides make a strong case for the importance of effective design in advertising.
The Blank Billboard: A Comparison by Katya Andresen is an insightful article that delves into the effectiveness of traditional advertising methods versus digital advertising in today’s market. Andresen provides compelling evidence for why businesses should consider investing in digital advertising instead of solely relying on billboards.
The article The Blank Billboard: A Comparison by Katya Andresen is a fascinating read that delves into the differences between traditional and digital marketing methods. The author’s insights are thought-provoking and provide valuable information for anyone looking to improve their marketing strategy.
I found Katya Andresen’s article to be a helpful reminder of the importance of clarity and simplicity in marketing messages. Her comparison of a blank billboard to a cluttered one is a powerful visual example of this principle.
I found The Blank Billboard: A Comparison by Katya Andresen to be an engaging read that highlights the importance of understanding the target audience for any advertising campaign. Andresen’s article drives home the point that businesses can no longer afford to ignore the power of digital advertising.
This article provides a detailed analysis of the strengths and weaknesses of both traditional and digital marketing. Katya Andresen’s comparison is informative and provides a wealth of actionable advice for businesses looking to improve their marketing efforts.
As someone who works in marketing, I found this article to be a valuable resource. Katya Andresen’s insights and practical tips on creating effective billboards are useful for anyone looking to improve their advertising efforts.
The Blank Billboard is a must-read for anyone interested in understanding how marketing has evolved in the digital age. Katya Andresen’s analysis is both insightful and entertaining, and she makes a compelling case for the effectiveness of digital marketing.
In The Blank Billboard: A Comparison, Katya Andresen deftly explores the rise of digital advertising and how it has disrupted traditional marketing methods. This article is a must-read for anyone interested in understanding the challenges and opportunities facing businesses in today’s marketing landscape.
Katya Andresen’s article is a must-read for anyone in the advertising industry. Her comparison of a blank billboard to a poorly designed one is eye-opening and provides a clear understanding of what to avoid when creating marketing materials.
The Blank Billboard: A Comparison by Katya Andresen is an informative and comprehensive guide to the world of digital advertising. Andresen provides valuable insights into the nuances of creating successful digital ad campaigns, and her article is an essential resource for anyone looking to develop a digital marketing strategy.
From her personal experience, the author of The Blank Billboard, Katya Andresen, provides a comprehensive comparison of traditional and digital marketing. Her explanations and examples are detailed, realistic and will certainly help anyone aiming to improve their marketing strategy.
I appreciate how Katya Andresen uses real-world examples to illustrate her points in this article. The images of blank and cluttered billboards truly drive home the importance of effective design and messaging in advertising.
Andresen’s The Blank Billboard: A Comparison is an illuminating examination of the changes happening in the advertising industry. Through her research, she makes a compelling case for why businesses should embrace digital advertising as a critical element of their marketing efforts. This article is a must-read for anyone looking to stay ahead of the curve in the advertising world.
For anyone looking to enhance their brand’s marketing strategy, The Blank Billboard: A Comparison article by Katya Andresen is a valuable resource. Her comparison between traditional and digital marketing methods is insightful and provides actionable advice that can be applied to any business.