In Branding, “Distilling The Message” Is The Name of the Game – Part 2

By
Services for Real Estate Pros with Napa Consultants

n Part 2 of this Article series, a case study in “distilling the marketing message”, we will elaborate on the importance of knowing your target market. Your marketing message needs to speak succinctly to the specific needs of your ideal clients.

 

TARGET MARKET: ACTIVE PEOPLE

 

        "Regain Your Balance, Strength & Youthful Flexibility...
                         Enjoy An Active Life!" - VISHĀL

Vishāl is a Licensed Acupuncturist and Herbalist, a Certified Yoga Instructor, and a Massage Therapist.  As a yoga practitioner, an avid cyclist, surfer, tennis player, dancer, and acrobat he realized early on that an active lifestyle was a top priority for him.

 

TARGET MARKET:  ACTIVE PEOPLE

 

Active people are accustomed to feeling lively, energetic, vigorous and full of life. They strive to thrive, to maintain their vitality, to prosper; they expect to enjoy a long life.

 

WHAT IS NEEDED BY ACTIVE PEOPLE? PERSONALIZATION!

 

Vishāl understands that it is particularly frustrating for people on the go when they are slowed down, sidelined or otherwise impeded by pain or other medical conditions that diminish the quality of their lives. He also understands that by developing and sustaining a balance between work and play one can create the foundation for a long and happy life. For this reason Vishāl dedicated his career to empowering his patients and students to cultivate their own version of wellness so that they can enjoy an active and fulfilling life.

 

To be even more precise, we defined Vishāl’s target market as active people who would appreciate a PERSONALIZED wellness program that was designed expressly for “me”. Thus, our primary marketing message was distilled to this:

 

Combining Acupuncture and Herbal Medicine with Therapeutic Yoga & Massage Vishāl Offers Personalized Wellness Programs for ACTIVE PEOPLE Like You.

 

In Part 3 of this article series, we will demonstrate the most important aspect of distilling the marketing message: Amplifying the Extraordinary Promise of Value. See if you can guess how we did this by visiting Vishāl’s website:

 

Visit

VishalWellness.com

Part 1

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN UNDER 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in under 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
3,682,829
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray we all have our preferences when it comes to exercise.  Famous heart surgeon, Dr. Oz, recommends it for all his patients and practices it himself.  The best way to explain it is that it keeps you limber, as it exercises all the body parts.  It also keeps your mind clear.  We have tried all the various practices, and we eventually come back to yoga. One of the men in our class is 86, and he feels it has improved his golf swing as well as his stamina.   A

Jun 19, 2017 07:27 AM #7
Rainmaker
2,856,030
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Good morning, Alexandra and Ron -- I did check the website.  In addition to being visually appealing, it shows me there is a clear focus on the health of the individual.   Whether it be one aspect, a combination of efforts or a unique blending of different approaches to achieve the goal.  All centered on the individual.   Looking forward to part 3.  

Jun 19, 2017 07:43 AM #8
Rainmaker
1,979,416
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

I kept staring at that first photo and thinking to myself that while in total awe over the fact a person could actually do that, it's not a pose that I will most likely ever learn how to do. Not on my bucket list. Impressed that he can do it, though.

Jun 19, 2017 08:29 AM #9
Rainmaker
3,682,829
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents It definitely is not on mine, and this is just one of his many amazing poses.  He does it all so easily and gracefully.  A

Jun 19, 2017 08:35 AM #10
Rainmaker
3,682,829
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie Dillard Thank you for your comments and astute observations.  In the few days his site has been up, his business is growing.  A

Jun 19, 2017 08:36 AM #11
Rainmaker
1,498,237
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Ron and Alexandra - this is a great example of a clear brand. The picture and the word balance spoke to me. 

Jun 19, 2017 10:39 AM #12
Ambassador
3,267,606
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- with so many businesses bombarding us daily with their wares, they need to speak directly to our needs or we, consumers, move on. Can't wait to read more. 

Jun 19, 2017 12:52 PM #13
Ambassador
2,617,859
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Ron & Alexandra - This is an excellent example of clear communication and effective targeting. I really like the website - very nice design and a very clear message.

Jun 19, 2017 12:55 PM #14
Rainmaker
1,365,957
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra, I suspect with the new website, his business will grow in leaps and bounds, you two did a great job. I just wish I could find all his services in one place where I live. 

Jun 19, 2017 05:10 PM #15
Rainmaker
2,733,116
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Great job and for those people who have been too timid to try some of these century tested pactices...as one who has....they are fantastic !

Jun 20, 2017 12:00 AM #16
Rainmaker
4,553,068
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Thank you very much for sharing this interesting series.

Jun 20, 2017 07:03 AM #17
Rainmaker
3,682,829
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay since the launch he has seen an major increase in business.  We are so happy for him.  A

Jun 20, 2017 07:07 AM #18
Ambassador
1,553,047
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I'm thrilled to hear that his business is thriving with your help. That is wonderful news as we both are 100% supportive of non-pharmaceutical solutions to pain and injuries. Active people can't afford to be out of the game - it has an impact on our overall quality of life and state of mind.  

Jun 20, 2017 09:32 AM #19
Anonymous
Rose O'Reilly HomeSmart Realty

I'm a fan of exercising 3 times a week. I have had acupuncture and used to live in Taiwan. I have done some yoga and need to back in it. Thank you Ron and Alexandra for a great way for us to target .

Jun 20, 2017 07:47 PM #20
Rainmaker
3,682,829
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rose Clark, Realtor, ABR, GRI 

We love it and thank you for your kind words.  We are both passionate about yoga, and I am glad you are getting back into it.  How wonderful to have lived in Taiwan.  A

Jun 20, 2017 08:11 PM #21
Rainmaker
125,351
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

I have a hard enough time doing a one minute plank. Can't imagine holding myself up with one hand like that. Informative post and series. 

Jun 20, 2017 08:35 PM #22
Rainer
401,889
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Ron & Alexandra,

Very nicely targeted. Especially in your neighborhood, where those active people have the requisite cash to afford that personalized service.

Jun 20, 2017 09:16 PM #23
Rainmaker
335,547
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Ron and Alexandra Seigel you have given us very clear visualization of how to brand our business in a way that is understood by our target audience.

The photos tell a great story and now I feel like I know Vishal and his concept of Wellness.

Well done!

Jun 21, 2017 04:37 AM #24
Rainmaker
877,082
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

It's awesome that you were able to streamline his message with laser focus!  I too am very into healing without drugs and naturally.  Good for you!  

Jun 21, 2017 09:53 AM #25
Rainmaker
76,994
Luke Acree
ReminderMedia - King of Prussia, PA
Making Agents Memorable

Conveying your message clearly can be a Zen-like task.

Jul 19, 2017 07:01 AM #26
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