Duct Tape Marketing Seminar - Presentation from Charles Simmons - Small Business Week

1. People buy Y-O-U and
W-H-Y you do what you do.
Presented by
Charles J. Timmins
Founding Principal/Chief Innovation Officer
CJT@SixFigureCareerMastery.com
610. 945. 1860
©2012. All rights reserved

2. Good morning, I’m Charley Timmins.
Innovative • Collaborative • Authentic
As a Personal Brand Strategist, I differentiate talented people
who seek to grow their businesses - professionals, consultants
and small business owners. Together we discover what makes
them distinctive, who’s the “right fit” client for their products and/or
services and how best to “stand out” to attract “right fit” clients.
My clients and business colleagues over the last 25 years
refer to me as the “go-to-guy” that talented individuals seek
out when they sense their “Plan A” isn’t working.
LinkedIn Recommendations:
High Integrity • Expert • Great Results

3. The W-H-Y of Brand Y-O-U…
Learning Points
I. Conventional vs. 21st Century
Marketing Paradigm
2. Making your business “bullet-proof”
3. Four Questions that shift and elevate
the trajectory of your business

4. Interactive Segment
 3 Companies you most admire
 Key Attributes
 Reason(s) for being in your
business?
 What 3 words would your
clients use to describe you
and your business?

5. The W-H-Y of Brand Y-O-U…
Conventional Marketing $$$
Creating the quickest,
loudest buzz by–
• designing a killer value proposition,
• crafting the slam-dunk sales letter,
• creating brand messaging,
• building a “WOW” website,
• perfecting a clever ABOUT US page.

6. The W-H-Y of Brand Y-O-U…
Conventional Marketing:
Mistake #1
A focus upon the W-H-A-T,
i.e., what we do
• Features
• Benefits
• Services
~75%

7. What does the W-H-A-T sound like?
Our newest model has
• a 750ghz dual core,
• i7Core processor,
• up to 256 gig flash RAM,
• an Intel HD graphics 3000
with 256MB SDRAM shared
with main memory…
Apple

8. The W-H-Y of Brand Y-O-U…
Conventional Marketing:
Mistake #2
A focus upon the H-O-W,
i.e., how we do what we do
• Process-based USP
• Best Practices
• Best Methods
~12%

9. What does the H-O-W sound like?
Our computers are
manufactured in the most
advanced facility in the
world, featuring
nanotechnology infrastructure
and real-time component
construction…
Apple

10. The Wisdom of my 45,000 Hours…
Fatal Flaw within the
Conventional Marketing Paradigm
Competitors can replicate your
W-H-A-T & H-O-W quickly
So what…
A Unique Company
becomes a “Me Too”
Company is record time!

11. The Wisdom of my 45,000 Hours…
#1 Imperative of the New Paradigm
Discovering your W-H-Y
A business without a Purpose
is a business in jeopardy.
For example, we
• change lives,
• serve others,
• make things better, or
• remove problems for
others

12. The W-H-Y of Brand Y-O-U…
A Guidepost of the New Paradigm
“People buy with their
hearts, not their minds.”
- Peter Drucker

13. What does the W-H-Y sound like?
We believe in thinking different.
We build beautifully designed
tools that unleash your creative
potential, to help you change the
world.
- Apple

14. What does the W-H-Y sound like?
I navigate the healthcare system for you.
I put all my nursing experience into making
sure that when you leave our ER any
healthcare need is taken care of –
whether it’s priority appointments with
specialists, testing or new prescriptions. I’ll
even clear your insurance.
You go home with all the arrangements made.
I’m a Patient Navigator, RN.
You get to our ER…I’ll take care of the rest.
-Virtua Health System

15. What does the W-H-Y sound like?
I change Corporate Culture.
As an Executive Coach, I help
successful leaders get even
better by achieving
positive, lasting change in
behavior –
for themselves, their people and
their teams – that drops
significant money to the bottom
line.
- Marshall Goldsmith

16. What does the W-H-Y sound like?
I am a CTO –
A Chief Triage Officer
I work with operationally
dysfunctional organizations to
help them regain their market
pre-eminence so they can
justify value-based
pricing, thereby generating
bigger margins.
- Carolyn Picciotti

17. The W-H-Y of Brand Y-O-U…
Clues to discovering your W-H-Y
• What do you believe in?
• What matters most to you (or
what’s non-negotiable)?
• What makes you irrationally
upset?
• What brings you to tears when
the subject is discussed?

18. What to do: 1st Action Step
Get clear about…
• the Authentic Y-O-U :
W-H-O you are,
your genuine self
• W-H-A-T unique value do
you offer – your “special
sauce”
• your higher purpose, that
which inspires others –
your W-H-Y

19. The W-H-Y of Brand Y-O-U…
#1 Imperative of the New Paradigm
Discover your W-H-Y
• serving others
• changing lives
• making things better
• removing problems for
others

20. Interactive Segment:
Replay
 3 Companies you most admire
 Key Attributes
 Reason(s) for being in your
business?
 What 3 words would your
clients use to describe you
and your business?

21. People buy Y-O-U and
W-H-Y you do what you do.
Presented by
Charles J. Timmins
Founding Principal/Chief Innovation Officer
CJT@SixFigureCareerMastery.com
610. 945. 1860
©2012. All rights reserved