Brand Discovery - Mary Ellen O'Connor

HOW TO REPOSITION YOURSELF IN YOUR MARKET

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Let me stop here for a quick side note… Every entrepreneur who thinks expansively, takes big risks for big returns, and wants to scale and create a dream business will, at some point, lose money at the hands of “trusted” vendors and partners who utterly fail them. Some will lose more, some less. It sucks, but it is a fact of entrepreneurial life. You can learn from it and move on, or you can stay frustrated and shrink back. To her credit, Mary Ellen didn’t shrink back but decided to go back to the basics. To create her own content, do what is meaningful for her, and reconnect with the people she’d done business with and enjoyed doing business with–her past clients, referral sources, and other attorneys. She joined Zine’s Raving Clients Growth Program, which starts with the Brand Discovery Intensive. We dissected her existing message, market, and value drivers. And then walked through rebuilding it. Her new tagline: O’Connor Law Helps New York City and State Workers Injured on the Job Get Their Lives Back Fast. Short, simple, clear, and exactly what her target market needs to hear. It identifies who she helps and the result they are looking for. It doesn’t try to be clever and cool. Simple + Clear = Powerful. Humans crave simplicity. Yet ironically, we are wired to complicate things. We think the more complex, the more important and valuable it is. In our practices, we create fancy processes and products to give the appearance of value. The problem is that your market’s needs, pains, and desires are not complicated. They are mostly straightforward. The value isn’t in how you solve it. It is in first identifying it. It’s what makes the connection with your market and opens them up to your solution. — Next month I’ll share the last installment of an Estate Planning and Elder Care attorney who wanted to niche his practice for dementia care. Meanwhile, if you would like more information about how to reposition yourself in your market, visit www.BrandDiscoveryProcess.com or scan the code. KIA ARIAN is the CEO and Founder of Zine, a successful marketing and design agency in the Washington D.C. area. They help attorneys, advisors, and professionals build growth-focused lead nurture and conversion campaigns. This is done with results-driven newsletters, postcards, shock & awe marketing and other authority-building print campaigns from concept to design to implementation and fulfillment. Learn more about Kia at zinegraphics.com. Subscribe to our newsletter to stay in touch. Request a Vision Discovery Call to see how Zine can help you create raving clients that love you, stay with you, and refer others to you.

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