The Dominant Brand
By Andrew Smith
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About this ebook
People buy on price when they have nothing else to differentiate you from your competitors.
The Dominant Brand will give you the power to stand out from your competitors, with a brand to be proud of, that speaks to your ideal customer in a way that emotionally engages them. Becoming the dominant brand in your niche, will give you more time and more profit, so you can spend it on what you enjoy, with the people you love.
Have you ever lost business to a competitor on price?
Have you ever wondered why your website is not generating business?
How would you feel with more time with with your family and loved ones?
Would you like a clear easy to follow blueprint for your marketing, allowing you to charge 4-6 times your competitors rates?
I have developed and established TWO personal brands in my niche and customers include celebrities, and fortune 500 companies.
The Dominant Brand is my personal branding blueprint, with proven, simple, easy, affordable steps that will differentiate your business, so that you dominate your niche and never have to compete on price again. These are the the exact techniques that I used to successfully dominate my market.
The Dominant Brand will:
*Help you create a unique brand that will separate you from all you competitors in your niche.
*Give you a clear understanding of whats needed in your marketing copy and how to utilise it for the best results.
*Help you discover the emotional reasons why customers want your services....the Whats In It For Me.
*Give you my formula to craft your own unique message so that it speaks to your clients real emotions.
*Help you understand how to link your product or service features to these emotions.
*Attract a flow of high net worth clients...Clients with money.
*Give you simple techniques on how to add value to your proposition.
*Show you a clear path for your marketing strategy.
My Goal to share with you ALL MY Secrets and Shortcuts, that will save you time and money with Simple, Easy, Affordable Steps needed for you to create The Brand Of You.
Now is the time to be recognised as a specialist and go to ‘guy’ in your niche.
It is important to have your own Brand in todays world.
Andrew Smith
Andrew Smith is the author of several novels for young adults, including Winger, Stand-Off, 100 Sideways Miles, and the Michael L. Printz Honor Book Grasshopper Jungle. He lives in a remote area in the mountains of Southern California with his family, two horses, two dogs, and three cats. He doesn’t watch television, and occupies himself by writing, bumping into things outdoors, and taking ten-mile runs on snowy trails. Visit him online at AuthorAndrewSmith.com.
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Book preview
The Dominant Brand - Andrew Smith
The Dominant Brand
Setting, Getting, Never Regretting
Every Cent You Are Worth.
Andrew Smith
Table of Contents
Title Page
Legal
Forward
My Gift To You
Chapter 1: The Brilliant Balloon Man
Stuck In A Rut.
Overcoming Hurdles
Success at Last
Chapter 2: You are Worth More!
Stop Competing on Price
Raise Your Rates
Kick Your Doubts Into Touch
Working for Free
Chapter 3: Lessons From A Specialist Balloon Twister
Lessons from a Balloon Twister
Perfect Your Act
Understanding the Basics: Marketing Versus Sales
Chapter 4: What’s In It For Me? Making the Emotional Connection
Dare to Be Different
Let’s Get Emotional
Don’t Be a Generalist! - Focus on Your Niche
Know Your Client
Your First Step to becoming The Dominant Brand:
Identify Your Ideal Client
Know Your Competition
Your Second Step to becoming The Dominant Brand :
Study Your Competition
Packages
Your Third Step to becoming The Dominant Brand :
Gold, Silver, Bronze
Chapter 5: Crafting Your Unique Message
Emotional Words — How Would That Make You Feel?
Your Fourth Step to becoming The Dominant Brand :
Features, Benefits, WMT, and WIIFM
Your Fifth Step to becoming The Dominant Brand :
Emotional Words
Define Your Unique Selling Point
Your Elevator Pitch
Your Sixth Step to becoming The Dominant Brand :
Create Your Elevator Pitch
New Clients: How to Get Yourself Out There
The Sales Funnel
Crafting the Perfect Sales Letter
Your Seventh Step to becoming The Dominant Brand :
Fine-tune Your Sales Letter
Telephone Sales
Your Website
Connection and Trust
Testimonials—Don’t Be Afraid to Ask!
Videos
Media Coverage
Your Eighth Step to becoming The Dominant Brand :
Your Expert Status
Tweet That: Tips on Social Media Use
Business Cards—When to Use Them, When to Hide Them.
Referrals
A BIG Thumbs Up
Chapter 7: Face to Face—Your Time to Shine
Be Present
Overcoming Shyness
Dress to Impress
Chapter 8: On With It!
Your Future and a Call to Action
Your Complimentary Bonus
About The Author
Your 8 Steps Revisited : Exercises
Your First Step to becoming The Dominant Brand :
Identify Your Ideal Client
Your Second Step to becoming The Dominant Brand :
Study the Competition
Your Third Step to becoming The Dominant Brand : Packages.
Your Fourth Step to becoming The Dominant Brand : Features, Benefits, WMT, and WIIFM
Your Fifth Step to becoming The Dominant Brand: Emotional Words
Your Sixth Step to becoming The Dominant Brand : Create Your Elevator Pitch
Your Seventh Step to becoming The Dominant Brand : Rewrite Your Sales Letter
Your Eighth Step to becoming The Dominant Brand : Your Expert Status
Sample Forms and Letters
Charitable Donation Letter
Getting to Know You: Company Information Request Form
Legal
Disclaimer - THE SMALL PRINT - Now I should add here a disclaimer, because the law in some states says I should. - The results are NOT guaranteed. - The Incomes expressed within this document are NOT Typical. - No guarantees of income are made. - This is NOT a get rich quick scheme. - Serious amounts of WORK are required to achieve great results. I, the author reserve the right to make changes without notice. This book is not intended for use as a source of legal, business, accounting or financial advice, these are my thoughts, feelings and actions that I have applied to my business.
Copyright © 2016. Andrew Smith
Cover design by Vanessa Mendozzi
Editing by Davene Wasser
All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the author.
Andrew Smith
Andy@AskAndySmith.com
Forward
I offer this book for my children who have seen and experienced my journey to success and have asked me to teach them all I know. They know I have worked hard to create an impressive list of clients, and they want to know what I have done to earn their loyalty. My children have seen me rise above the competition and they want to know my tricks of the trade. This book will explain, in greater detail, how I built my own personal brand and became a highly successful entertainer. This book isn’t just for entertainers; it’s for any business owner who is willing to take a hard look at his/her business and make changes to move beyond the competition. I offer this book to you in hope that you will learn from my journey and find your own unique path to success.
I’ll bring up a memory of my old mum before we go further. My old mum was full of great quotes and had one for every occasion. These quotes were inspirational and taught me much about life. She also made a really great shepherd’s pie.
A couple of things she used to say:
‘Less of the old’. She said this after hearing me refer to her as, ‘my old mum’ during one of my performances, I am not that old!!
.
‘We are all separate individuals’. (This had something to do with different bedtimes but my takeaway was that I should follow my own journey and not be afraid to stand out from the crowd. Being an average student in school with the name Smith—the most common surname in the UK— and an ‘A’ Smith at that—it was important to me to differentiate myself from others.)
I hope that the step-by-step process that follows will help you rise above the competition, let go of anything that may be holding you back, and become highly successful in your trade.
My Gift To You
Access to Complimentary Online Training.
Thank you for taking the time to read this book, I really appreciate it. I would like to give you access to some complimentary training. This additional training will enhance your skills and introduce you to better quality leads and clients. Full details on how to access this valuable training can be found in Chapter 8.
Chapter 1: The Brilliant Balloon Man
Stuck In A Rut.
Stepping off the stage at the Conrad Hotel, Hong Kong, I surveyed the crowd as the roar of applause cascaded through the banquet hall. For an hour, I had held a group of 900 guests completely spellbound with a performance of balloons, comedy, and magic. These days, I am regularly flown around the world by my clients to perform. A single birthday party brings in at least $1,000—often more.
It hasn’t always been this way.
Time for change, In the late 1990s, The financial services industry went through many changes, and I was made redundant three times in two years. I decided to leave my successful career in sales and try something new. My aim was to become an IT expert. During this study period I found myself with my magic—a hobby that paid for itself. I entertained at a few family gatherings and accepted the payment I was offered—usually a bottle of scotch whiskey. After six months, we had a cupboard of whiskey and my liver was at risk of being ruined. My wife suggested I advertise in the local paper and charge actual money.
The plan was to study during the day and perform in the evenings and on weekends. Performing came naturally to me after many years giving sales presentations.
The entertainment took off and the IT got left