Comments on: Bulletproof Your Brand With Claims You Can Substantiate http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/ Small Business Branding and Marketing Advice and Commentary Thu, 09 Feb 2012 14:51:53 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Kevin Levi http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59265 Kevin Levi Wed, 06 Jun 2007 18:57:38 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59265 Dan, you're right on. It's all about quantifiable ROI. But as we both know many firms struggle with coming up with this data. But you are absolutely right that if a business can show quantifiable data that represents real business improvement for the customer they are golden!! Thanks. Kevin Dan, you’re right on. It’s all about quantifiable ROI. But as we both know many firms struggle with coming up with this data. But you are absolutely right that if a business can show quantifiable data that represents real business improvement for the customer they are golden!!

Thanks.
Kevin

]]> By: Kevin Levi http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59264 Kevin Levi Wed, 06 Jun 2007 18:56:07 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59264 Jay, So very well stated. I completely concur. I would add to that: one should also include the benefit his/her solutions provide. But you're dead on that values is the first place to start! Thanks for commenting! Kevin Jay,

So very well stated. I completely concur. I would add to that: one should also include the benefit his/her solutions provide. But you’re dead on that values is the first place to start!

Thanks for commenting!
Kevin

]]> By: Kevin Levi http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59263 Kevin Levi Wed, 06 Jun 2007 18:54:28 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59263 Kevin Stirtz: couldn't have said it better myself! Glad to hear you're in total agreement. Kevin Stirtz: couldn’t have said it better myself! Glad to hear you’re in total agreement.

]]> By: Dan Schawbel http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59257 Dan Schawbel Wed, 06 Jun 2007 18:33:59 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59257 You want to backup your claims with data. The more hard evidence of success you have, the stronger your case will be and the more customers you will have. You want to backup your claims with data. The more hard evidence of success you have, the stronger your case will be and the more customers you will have.

]]> By: Jay Ehret http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59243 Jay Ehret Wed, 06 Jun 2007 17:42:26 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59243 Kevin, Your point about validating your promises is straight on. I have found that when developing a brand promise for a business, it's always best to start with the owner's values. Doing this ensures the business owner crafts a promise that he can deliver, rather than one he thinks the customer wants to hear. Kevin,

Your point about validating your promises is straight on.

I have found that when developing a brand promise for a business, it’s always best to start with the owner’s values. Doing this ensures the business owner crafts a promise that he can deliver, rather than one he thinks the customer wants to hear.

]]> By: Kevin Stirtz http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/comment-page-1/#comment-59116 Kevin Stirtz Wed, 06 Jun 2007 12:21:22 +0000 http://www.smallbusinessbranding.com/732/bulletproof-your-brand-with-claims-you-can-substantiate/#comment-59116 Hey Kevin - what if I want to be taller in addition to losing weight and having more hair? Come to think of it, better looking and richer wouldn't hurt either! You're absolutely right about the messages we send. Mush doesn't sell. Nor does outrageous hyperbole. Give me something I can sink my teeth into not some slick, clever copy that sounds hip and zippy but says nothing at all. That just wastes my time! Hey Kevin – what if I want to be taller in addition to losing weight and having more hair? Come to think of it, better looking and richer wouldn’t hurt either!

You’re absolutely right about the messages we send. Mush doesn’t sell. Nor does outrageous hyperbole.

Give me something I can sink my teeth into not some slick, clever copy that sounds hip and zippy but says nothing at all. That just wastes my time!

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