So, in that vein, the technology could be a 7-step approach, a discovery audit, an actual technological product advancement, a coaching process, a set of tools, or proprietary software. The key is to capture what it is that you do that’s unique and valuable and expand it into something you can build a great deal of your educational content platform around. Think of this as your organization’s signature tool.
When I created the Duct Tape Marketing System I knew that one of my chores was to make marketing simple, but still get business owners to understand the essential, must do, elements. We boiled our entire process down to 7 steps and created a white paper and presentation called the 7 Steps to Small Business Marketing Success. That title has been downloaded hundreds of thousands of times, been presented to tens of thousands of small business owners in person live and online, and acts as the central lead conversion presentation for the Duct Tape Marketing Coaches around the world.
The 7 steps are our “technology” and make up the complete point of view to expand our core message of simple, effective, and affordable small business marketing. Each of the steps of course can be expanded to fill up the space of a stand alone white paper or presentation as well, making this technology a kind of “Lego” system of content.
Every business needs to create or capture their simple strategy, differentiator, or process that allows them to communicate their unique difference in 30 seconds or less, but then, once you’ve gained attention, you also need a tool that allows you to expand the workings of your killer technology in very simple, but much more detailed terms. In some ways this is much like a sales presentation that is focuses on the details of how you get results or at least that you understand the problem.
Of course, we can also present our 7 Steps to Marketing Success as The Seven Deadly Sins of Marketing and How To Avoid Them. Many people actually hear the message more firmly when it’s couched in the negative.
In my experience, it’s the business that takes the time and effort to document their special approach that is seen as a more credible expert on whatever topic they are addressing, is able to more easily explain their unique approach and opens up more channels to spread their message through speaking, co-branding and joint ventures.
Image credit: Gadl
