Speakers Bureau Tool Box

Creating a Marketing Statement for Yourself
or Your Insurance Company

Turning a Marketing Statement Into a Vision Statement
Once you have a personal marketing statement, you can turn it into a powerful vision statement. Just add "ing" to your first verb. Example: the financial planner's company could say that they are "helping families build fortunes for their futures."

The zoo in Portland uses this seven-word vision statement: "Caring now for the future of life." Each zoo employee can personalize this vision statement and say with pride, "I am caring now for the future of life."

Marketing Tips
You're at a meeting or party talking with a stranger who asks, "So tell me, what do you do? How do you answer? How do you describe what you or your department does?

Here's a way to answer this question so the quesioner asks for more information.

1. State not what you are, but what you help others accomplish. Instead of saying, "I'm an accountant" (a what-you-are label they may stereotype), describe what other people gain from what you do. Try beginning with: "I help people ..." Or, name the specific group you help. "I help small businesses. I help them cut their taxes legally."
2. Use words the person understands instantly and accurately. Every word you use must be instantly understandable by anyone on the street. Avoid jargon or technical terms. Use familiar, everyday English that express clearly the results people get from you or your company. State a valued outcome, not how you do it. Aim for around seven words. Keep it brief, but as specific and unique as possible.

Examples of Personal Marketing Statements

• City of Kirkland, WA -- We provide a place where people want to be."
• Chiropractor -- "I help people lead lives free from pain and discomfort."
• Software Maker -- "We help companies manage with their fingertips."
• Financial Planner -- "I help families build fortunes for their future."
• Photographer -- I help companies capture important events in pictures."
• Lens Crafters -- "Helping people see better, one hour at a time."
• Michael Buschmohle -- I help people speak wonderfully well in public."
• Canadian Park in Fort St. James, B.C. -- We help people discover Canada's history."
• Highland Center -- "Helping people with disabilities participate successfully in the community."