Sell Your Brand With The Right Brand Statement

Sell Your Brand With The Right Brand Statement

What do all great brands have in common?

Great brands tell an amazing story in a unifying statement. As a result customers get everything they need to know in order to commit to the brand. When a customer hears your brand statement, they should know exactly what your brand will do for them.

A well crafted brand statement makes a major impact on the minds of your target customer.  You need one statement which says it all.  This is something Apple are masters of.  When Steve Jobs announced the ipod the message the message was unmistakably clear, the iPod was  “a hundred songs in your pocket”. The rest is history.

Your brand statement is a headline for your business; it will attract the attention of everybody that reads it, arouse their curiosity, and ultimately compel them to try out your brand to see for themselves.

To be effective your brand statement should:

  • Have an emotional impact while sharing the valuable service your brand will bring to the consumer.
  • Consist of a snappy sentence designed for maximum impact.
  • Be brief to ensure clarity.
  • Highlight the unique service you aim to provide to the target market.

One sentence that reflects an interesting brand story will win the interest of potential customers. With the right execution and follow up, you can become the most important brand in the market to these people. Remember, lifelong loyalty begins with a single sentence. What story is your brand statement telling your customers?


We’re here to help:

If you’d like to learn more about how our award winning team of coaches can help you to define and implement your vision for your business use the form below to get in touch.

3 Tips To Finding Your Ideal Customer

3 Tips To Finding Your Ideal Customer

If you want your business to really get off the ground, you need to know who your customers are, find them, and then make them loyal to your brand. By knowing your base, you can target their specific needs and wants, which will turn them into repeat customers. The following tips are some of the ways you can build your customer base alongside your business.

1) Know who you want your customers to be.

When you start a business, the industry you enter will give you a rough idea of what your customers will look like – opening a restaurant attracts a different clientele than an electronics shop. The important thing to understand is that there is a significant degree of variation within industries. When you have clearly defined the niche your business will occupy, you’ll then need to figure out what kind of customers you want to attract. A business that is more specialized has fewer opportunities to attract prospective customers, but it also means that you’re faced with less competition. A computer repair store and a shop that specializes in repairing old/obscure game consoles is unlikely to experience much customer overlap. When you open your doors, having a sense of who your ideal customers are will make it much easier to drum up interest in what you have to offer. A generalised message that targets no one in particular will do little to bring in business of any value.

2) Consider the profile of the people that buy from you.

Once you’ve obtained an idea of what your ideal customer looks like, you can then begin to hone in on attracting that particular demographic. While each customer is a unique person in their own right, certain demographics have overlapping tastes and behaviors. What kind of products do they look for? What kind of deals and promotions are they more likely to respond to? What kind of clothes do they wear? What cars to they drive? If your goal is to attract people of a certain income level, it will help to learn more about the goods and services they are more likely to purchase. A good example of a business failing to consider the profile of their customers is in the disastrous launch of McDonald’s Arch Deluxe. Branded as a more upscale, “adult” burger, the Arch Deluxe met with little positive reception upon its release in 1996. The people who frequented McDonald’s (many of whom were children) did not care for a product that aspired to be better than fast food, despite actually being fast food. McDonald’s lost over 100 million dollars on the Arch Deluxe. A better understanding of their customers would have led to a less ill-conceived idea.

3) Harness the power of analytics.

Although data analysis has been around for a long time it is only within the last decade or so that small businesses have started to harness the power of data thanks to Google Analytics and similar software. Analytics software allows you to track practically every conceivable aspect of your customer’s behaviour – what they search for, when they search for it, on what device, what they ask for, how long they spend on pages, how often they click on certain links – all of this, and more, is revealed with analytics. Analytics are commonly used by businesses that have found and secured their particular customer base, but they can also be used to get a better picture of what your first customers are like. Analytics give you pure data points; only the raw information. What you do with this information is up to you, but if you use it properly, you can give yourself a major advantage over your less-informed competitors. It is important to remember that while you may feel as a business owner that you need to know everything all of the time, the key to success is building the right team by bringing the right people with the right skills into your business.  

Find Out More

Get in touch today to discuss how we can help you improve your business by:

  • Business Coaching
  • Employee Engagement
  • Leadership & Culture
  • Learning & Development
  • Executive Coaching

Keep My Details to:



Most entrepreneurs are in business for one reason – to make money. And to make more money and increase the amount of business you do, what do you need? More leads of course!

ActionCOACH Ireland Managing Director, Paul Fagan recently spoke to Business & Finance Magazine about how you can generate more leads, and more customers for your Business. Read on to find out how…

Before heading off to spend more money on advertising to attract more leads for your business, it’s essential to stop and take stock of who you are trying to attract, what exactly you are trying to achieve, how are you going to do it?

whoWho is your bulls eye customer?

Who are you trying to attract?


Without knowing exactly who your target market or ideal customer is, how can you be expected to attract them to your business?

A brilliant product or service without the right marketing or lead generation approach can often result in failure. Too much advertising or promotion spend, and too much time is often spent on people who will never buy. We call this the ‘spray-gun’ marketing approach – sending one single broad message out to a wide audience, perhaps through a press ad, radio or direct mail campaign, and hoping that if you cast the net wide enough, a sufficient number of prospects will take the bait!

Your marketing efforts should actually help you to separate the suspects from the prospects. If your lead generation advertising does not weed these people out, it’s not working effectively. Rather, it’s putting a strain on your valuable resources whose job it is to process and follow up on the leads, and nurture them along your sales funnel to ultimately convert to a sale.

It’s important to remember therefore that the media you select, the offers you make, your creative strategy, and even your tone all play key roles in screening out suspects and in drawing in the high potential prospects.


What is your end goal?

How good are you at converting your leads at present?

How many leads do you therefore need to hit your target?

In the words of Stephen Covey, in The 7 Habits of Highly Effective People you should always begin with the end in mind. Now that you have decided who you are trying to attract to become a customer it’s essential to know what exactly you are trying to achieve.

What is your sales target for the year / quarter / month / week?

How many leads do you currently have and how many more do you need in order to achieve your end goal?

The term leads, also known as ‘potentials’ or ‘prospects’ refers to the total number of potential buyers you contacted, or who contacted you. Most people confuse responses, or the number of potential buyers, with results.

You might be surprised, but a lot of businesses don’t actually know how many leads they get each week. And if you don’t know how many leads you currently have, how are you expected to know how many more you need to hit your target?

I cannot stress how important it is to know your numbers. Keep a record of the number of leads / phone calls / enquiries/ visits received and how they heard about you. The sound of ringing phone does not necessarily mean cash registers are ringing as well.

This is further highlighted by conversion rate – the percentage of people that actually buy versus those who could have bought. An example of this is 10 people walking into a ladies boutique because they heard a radio promotion advertising a flash sale. Out of those 10 prospects, three bought something. For the day, the boutique had a conversion rate of 3 out of 10, or 30%.

There are lots of strategies to increase conversion rates, but sticking with lead generation – it’s essential to know what your conversion rate is so you can forecast how many leads you need to generate to hit your sales targets.

How, Colorful words hang on rope by wooden peg

It’s one thing talking about what you need to do. Now that you know who your ideal customer is, and how many you need to prospect to in order to reach your sales target, how do you do it?

How do you reach out to them and spark their interest in your offering?

The list is endless when it comes choosing between lead generation strategies to implement in order to increase sales and grow your business. So how do you determine which methods or media are the best for finding new customers for your particular product or service?

Firstly it’s important to really know and understand your target market – what their interests are, where they typically hang out, what media channel is most suited to reaching them, be it online, press, direct mail, and what really makes them tick, or what their hot buttons are.

For example, busy executives are much more often concerned about their time than about saving a few euro. Direct mail/email efforts that don’t demand a lot of time and that demonstrate how the product/service can save the recipient time can often work well with management segments. Remember though – your headline is key to grabbing their attention.

Secondly, and even more importantly, the best way to know what works best for your business is by testing several different lead generation strategies – and measuring the results. If you don’t test and measure your marketing campaigns to measure how many qualified leads they attract, how do you know whether the strategy is a good investment of time or money?

There are over sixty lead generation strategies we help clients to implement in order to increase sales, from online and social media marketing, to press and radio advertising, telemarketing, direct mail / email, networking etc. Here are three sometimes under utilised but tried and tested lead generation strategies to get you going:

Customer Referrals

Referrals are one of the most powerful lead generators. People spreading the word is a cheap and very effective means of lead generation. There is nothing more satisfying that getting a sales lead from a happy customer. Obviously, this is achieved by offering exceptional value and service, but it can be further promoted by using special referral programs with your loyal customers.

An existing customer also knows what you are offering and should have a good idea of the referred prospects needs, meaning that the lead should be well qualified by the time they reach you.

You will also have tremendous credibility with the prospect since you come highly-recommended from someone that they know and trust, so the probability of conversion to sale is much greater.

Strategic Alliances

Often, smaller businesses believe this to be a strategy for the larger corporates, but that’s not the case – it works equally as well for both.

This is where you join forces with other complementary, non-competitive businesses to exchange leads and promote each others products and services.

A good example is a local hotel and tourist attraction joining forces to cross promote each others services, and ultimately create a more attractive package for a prospective customer.

A useful tip is that whatever your industry there must be great synergy, both on a professional and personal level, and it must be a win/win situation for both parties.


It can be daunting but don’t under-estimate the power of hitting the phones! Telemarketing is a quick and relatively low-cost strategy that can generate massive results in your business if practiced regularly.

It’s a great way to set appointments and get new customers. Just two calls per hour, every business day, for example will yield hundreds of calls over a year. While the number of hang-ups sales reps get is enough to make some people quit, it does still work. If it didn’t, people simply wouldn’t be doing it.

Some key tips: The key to success with telemarketing is:

  • Make sure you have a list of qualified leads that will be interested;
  • Use experienced telemarketers or sales people that sound friendly and relaxed on the phone
  • Ensure you have a great script that includes an enticing offer that hooks people in.

Now that you have selected the best lead generation strategies for your business, remember to be consistent.

All too often, businesses rely on one or two strategies and do them sporadically when revenues drop or they get around to it, which results in having to then chase for business.

Be consistent in your marketing and lead generation and remember – test and measure for results.

Now you are ready to go forth and multiply….

If you would like more tips on how to generate more leads for your business, or if you would like to speak to one of our expert Business Coaches about how you can develop and grow your business further please fill in your details below or give us a call on 01 891 6220.

Interesting Image

Business&Finance – Ask The Expert May16 – Operation Generation

Small Business Edge Magazine

Small Business Edge4th Edition
This week we are delighted to share the latest edition of Small Business Edge Magazine with you.
What’s Inside…

Inside Small Business Edge you will find some fantastic articles by global industry leaders on:

  • How To Ensure Your Next Hire Is Your Best Hire
  • Putting The ‘Wow Factor’ Into Customer Service
  • The 6 Empirical Methods To Achieve Marketing Genius
  • How Great Leaders Move Mountains
  • And much more…

Just click here to read the digital magazine and comment below to let us know how it may help give you an edge in business…

If you would like one of our Business Coaches to give you a call to discuss how we can help you achieve greater success in your business just fill in your details below:

3 Top Tips To Generate Repeat Business

3 Top Tips To Generate Repeat Business
How To Make More Sales Without Finding New Customers

It’s much easier to sell something to one of your existing customers than it is to sell to a brand-new prospect. The key reason for this is trust. When you’ve already sold something to someone, you’ve built trust. They gave you money, and in return you gave them a solution to their problem and hopefully now have a track record of delivering on your promises.

Trust goes a long way but doesn’t mean they’ll automatically become repeat customers. Here are our three R’s to remember in order to create repeat customers from your past clients:

1. Results

First things first – make sure you product or service always delivers the desired results for your customer. The one sure way to guarantee this is to ask! Did they like your first product?  Did it meet or exceed their expectations?  Has their problem been solved?

Check in with your customer after the first sale – don’t just leave them out in the cold once the sale has been made. This is the difference between demonstrating that you’ll deliver a product versus demonstrating that you care, and will deliver a real value-add service!

One of our clients in the electrical goods industry has customers travel to their store every day from all across the country, not because they have the lowest prices, but because they have built a reputation for excellent after-sales service – if anything goes wrong, you are guaranteed they will look after you!

If you can prove that you have a quality product or service, and you care about your customers well-being, you’re already on track towards making the second sale.

 2. Relationship

Clever businesses know that the key to future profitability lies in fostering a close and enriching relationship with your customers. If you go into a restaurant and the head waiter remembers your name, or your favourite tipple, your impressed right? They have just differentiated themselves a little from the competition and made a lasting impression on you.

Don’t be afraid to be a little bit personal with your customers – it helps them remember you. Maintaining and enhancing customer goodwill will also help to generate positive word-of-mouth – a key marketing strategy in this day and age of advertising clutter.

Another tip – don’t forget to ask your customers back! It might be hard to believe, but your customers aren’t devoting nearly as much time to thinking about your business as you are.  Let them know from time to time that you’re still around.  It doesn’t have to be ‘salesy’—after all, you’ve already sold them once. Include them on a mailing list with product/service updates and special offers, or simply call once in a while to touch base or let them know of a new product or service they might really like.

 3. Rewards

Consumers appreciate feeling valued and they also relish getting a good deal! If you do not already have a loyalty programme established, why not offer your good customers an extra incentive to come back and shop more often with you.

An excellent example of this is the Dunnes Stores Shop & Save offer where if you spend €50 on groceries you receive €10 off your next week’s shop and if you spend €100, you receive €20 off. Always a lover of a good deal, I will go out of my way to make sure I get to Dunnes Stores to do my weekly shopping to use my voucher! This incentive scheme not only helps increase average euro sale, it also ties the customer into shopping with them on a weekly basis rather than chopping and changing between stores.

What can you offer your customers to make feel valued and increase their loyalty towards you?

Don’t forget, if you are interested in Sales Training or yourself or your team, why not join us at our Sales Success Workshop this Friday 5th February.  Click here for more information and to register your place or call us on 01 891 6220.

ActionCLUB Email Signature Sales 5Feb16

Get Social or Get Left Behind – How to Build Your Platform

Get Social or get left behind- Blog Post ActionCOACH Business Coaching Ireland

Social Media has revolutionised how people discover, read and share news, information and content. If you don’t have a good online presence on a popular social media platform then you run a high risk of becoming invisible to your customers.

In the current fast-paced market, every business needs to develop and maintain individual accounts on different social media platforms to attract customers and keep them informed of the latest offerings.

With more than half of the world population being active on social media platforms if you don’t work with an active social media presence, you will get left out of the competition. What you need to do is build your brand identity on different social media platforms by following these tips:

Choose the best social media platform to reach out to your customers. It is best to do a survey and know where your target market is most active. Then create a social platform to attract media

Once that is done, make sure you ensure visibility by opting for different social networking strategies. These will help you further build your social media account, to engage the interest of your customers.

• Engage with followers through discussion and media sharing. Social Media has made marketing more conversational and gives your business the opportunity to really show its personality and makes it easy for people to connect with you.

Post interesting videos and photographs to give a valuable insight to the target market about the products and services you offer.

Start a promotional campaign by introducing contests that offer great gifts to online contestants. Introduce interesting rewards for growth and promotion.

Offer interesting news and feedback to create loyal customers on social media platforms.

Upload the latest updates about your products, services, latest attractions, events and promotional campaigns, and outlet openings on your social media platform.

Make a lasting impact on your target market, making them come back for more interesting updates and news on your products and services.

Remember its not just all about you!! Share other content that may be relevant to your product/service and engage with trending topics when they happen.

All of these points will help ensure your business is a success on social media and will help to build brand loyalty, trust and passion.

Connect with us on Social Media here: