10. Translating your brand into a value proposition The value proposition for doing your MBA at Harvard You gain admission to the world’s most prestigious and privileged “club,” access to an elite network of fellow Harvard MBAs and the badge of leadership that sets you apart for the rest of your life.
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13. A simple messaging formula WHO Customers: Competitors: Industry Trends: + WHAT Our Brand: Our Products/Solutions: Our People: + WHY NOW Reason to Act NOW: Why Products/Solutions Were Not Possible Before: What Advantages Does the Customer Get: = HOW LIFE CHANGES List Specifics to Paint the Picture:
14. 1. Inventory everything you know WHO Customers: SVPs of active-living/assisted living senior communities Competitors: single-person shops, salon chains “retrofitted” for the elderly Industry Trends: Beautiful aging vs. anti-aging, economic issues/housing prices squeezing market + WHAT Our Brand: celebrating longevity – of clients and of our relationships with communities Our Products/Solutions: salon AND the spa services today’s seniors expect for beauty and health Our People: experienced and genuinely enjoy serving the elderly population + WHY NOW Reason to Act NOW: need to compete with newer communities and fill pipeline Why Products/Solutions Were Not Possible Before: No one had a reproducible system until now What Advantages Does the Customer Get: Happier residents, marketing edge = HOW LIFE CHANGES List Specifics to Paint the Picture: In just 7 days, we can transform your “beauty shop” into an upscale salon-spa that can double monthly income for the community, create all-new marketing value for your sales team, and a wealth of beauty and wellness services and social activities for your residents. Plus, no more worries about managing the salon, meeting OSHA regulations, etc.
15. 2.Link audience “wants” with what you offer We want an edge in an increasingly competitive market Spa services + Beautiful salons + Marketing Support
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17. Franchise sales sequencing First impression Engage prospect: Vision + pain points Present opportunity Present evidence Make the close
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20. You can even apply metrics to messaging Overall messaging: 61%
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