What does your company do that your competitors can't or don't do that proves your value to customers?
Marketing expert Gerry O'Brion joins host Menny Hoffman to discuss how small businesses can break through crowded markets using lessons from big brands. In this insightful interview, Gerry explains his "Because Framework" for developing compelling and differentiated messaging that attracts the right customers.
Gerry O'Brion speaks to companies and sales teams looking to drive revenue in crowded industries during times of great change. He teaches an influential yet straightforward framework that prompts customers to choose you over all other options. Gerry is renowned for revealing the “Power of BECAUSE” – the missing element that sparks sales and propels companies beyond the sea of sameness. After years as a marketing and strategy executive building iconic brands like Tide and Coors Light, he leveraged his C-suite experience with billion-dollar companies to create a proven system for influence. Gerry’s framework enables organizations of any size to achieve the gravitas and effectiveness of leading brands through targeted strategies.
(00:00:00 - 00:06:30) Demystifying Big Brand Magic
Big budgets help, but small businesses can still succeed through specificity - narrow your focus to serve your ideal customers exceptionally well. Start crafting your marketing message by identifying your ideal customer and their needs using the "Because Framework": Who are you influencing? What are their insights? What's the promise/outcome? What's the proof (your "because")? Your "because" must communicate what makes you different and better suited to delivering on your promise. Generic claims sound like marketing fluff.
(00:06:31 - 00:15:00) Mission vs. Messaging - What Customers Care About
Your company's inspirational "why" matters internally but customers care about "what" you do for them and "how" you deliver. You can have multiple "becauses" to use for different audiences and at different points in your sales process. If a competitor chose another provider over you, use that as an opportunity to uncover insights into their decision-making.
(00:15:01 - 00:23:30) Cracking the Code of Hard-to-Reach Prospects
An ultra-specific "because" tailored to the mindset of your influencer gave one company immediate access to previously unreachable decision-makers. If you're struggling to break through, you likely need to better understand the person you're trying to influence and what problems they need to be solved. Your "because" must be compelling and unique enough that ideal customers want to engage upon seeing/hearing it.
(00:23:31 - 00:31:30) Packaging Persuasion - Making the Most of Limited Space
For product packaging with limited space, be strategic about the messaging progression and highlight your most compelling "because" first. The "Because Framework" works the same whether you're marketing to consumers, retailers, or distributors - identify who you're influencing and what matters most to them. Highly targeted niche marketing helps small businesses punch above their weight class and appear more credible.
(00:31:31 - 00:39:00) The Power of Precision - Dominating Your Niche
When launching something new with a limited budget, ultra-specificity about who you serve helps you save money and increase conversion rates. Big brands are relentless about listening to customers for insights - small businesses should follow suit. If you lose out on a sale, use it as a learning opportunity to determine if something in your framework needs improvement.
Want to connect with Gerry O'Brion? Follow him on LinkedIn and visit his website: https://whatbigbrandsknow.com/
Key Quotes:
"The number one mistake is that we don’t insert the proof and everything we say doesn’t sound compelling." - Gerry O'Brion
"If we make a promise but don't finish that sentence of influence with the proof - the 'because' - everything we say sounds like marketing fluff."- Gerry O'Brion
"Your 'because' statement must deliver the certainty that you will provide what was promised, unlike anyone else." - Gerry O'Brion
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