It was Russell Brunson’s 10x speech where he made over $3 million for his appearance. That is the single highest payment I’ve ever heard for a speech. No, they didn’t pay him that. He spoke for free on the condition that he could sell from the stage.
And sell he did. A couple minutes in he got people to commit to a price of $11,552 if he could 10x their business. And did I mention there were 9000 people in the audience?
Copy is critical
One product in the massive bonus he offered was called: Funnel Scripts. It is an automated way to write copy for all the elements in his approach to marketing on line. Headlines, sales letters, squeeze pages thank you pages, upsells, downsells, you name it.
Except for Mission, Position and Brand
Brand is not included.
Verbal Brand is over a programmer’s pay grade. Way over. Although most people think of brand more as a name or a logotype or a graphic symbol the words that go with that artwork are what we use to refer people and embed the individual, product/service or company in a colleague’s mind.
Verbal Brand. Here are examples that may be familiar to you:
Forbes: Capitalist Tool
Nike: Just do it
BMW (USA only): “The ultimate driving machine “
Disneyland: “The happiest place on earth”
Intel: “Intel Inside”
Allstate Insurance: You’re in good hands with Allstate
What you say is linked to what you see.
Every time someone tells me a picture is worth a thousand words I think back to one of my early mentors. He asked for the newspaper front page and my scissors and then proceeded to cut the photos out. He cleared my desk and then placed the front page minus the photos face down on the desk. He put the photos he had trimmed out in their approximate position next to the front page. Then he said, “Take a look at the photos and tell me either story as completely as you can.”
I stumbled around for a bit and he whisked the photos away and turned the trimmed-out front page over asking me to take a moment to read and then tell him either story.
Words carry meaning, graphics embed emotion.
The story can be told in words alone.
The emotion can be increased with the right photo.
Together they give us greater memorability.
And in today’s world being remembered is a premium outcome. You, your business and your product/service need a brand that you influence with the right stuff: a name, a logo and a memorable slogan—the brand that folks recall to refer you, recommend you and repeat purchase.
Memorable Positions, Slogans and Brands
They stay in your mind long after the advertising melts away. Some examples:
Where’s the beef?
“We try harder.”
“Fly the Friendly Skies”
“Because You’re Worth It”
Struggling with building your verbal brand? Call me at 503 957-7901
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.