I am typing this blog post on an Apple MacBook Pro, even though there is another laptop company with my last name on it.
You are wearing NIKE, Reebok, or Adidas shoes because that’s what you’ve worn since you were a kid, but I prefer Altra.
I am drinking from a Maverik cup, since that is the only gas station I buy gas and drinks from.
I’ll park 200 yards away in a Costco parking lot just to shop there and buy more than I need.
Your Under Armor workout clothes make you feel buff, whereas my Lululemon make me feel comfortable and trim.
What is the reason we choose one company over another?
Preference has a lot to do with it, but mostly it is because of one thing:
The Signature Move that company is known to deliver.
Why latch on to a certain brand and always return?
Because when a company delivers on it’s promise to us as customers we become walking billboards and tell everyone what and how they should buy from now on.
We lavish praise on the speed and beauty of our phone compared to theirs; we play the song of our favorite artist to share the joy their music brings; Raving Fans is one thing, but most companies want Rabid Fans.
Daily I receive words of wisdom in my inbox and have never deleted an email from Seth Godin and Precision Nutrition.
Weekly I enjoy the wise words of Tim Ferris, Mel Robbins, Jason Kotecki, Dave Crenshaw and Ty Bennett.
Each of these Speakers, Authors, Artists & Companies deliver on their promise to me as a reader that I will receive the insight they promised.
Often they over-deliver. That is when the reality is greater than the commercial, when what was advertised actually is exceeded by the experience.
These are rare moments in business and life. Unforgettable even. There is no greater way to retain customers, equally turning them into your grassroots advertising team, as they sing your praises and lead the masses your way.
What is your Signature Move? As a company it can be considered a Mission Statement, but in truth it is what the customer feels is the output of your delivery of your mission.
Apple creates beautiful machines even I can use, and I feel happy using them;
Maverik gives me money back each time I use my Nitro card, and has the best in-store gas stations I’ve ever seen;
Costco has everything, as well as takes back anything, including a dead Christmas tree;
Altra create shoes with a splayed shoebox for my past toe issues when running trails;
Lululemon helps me feel more fit and makes me think I look good while working out.
What are the brands, companies and artists that keep the promise to you of a very specific, powerful, shareable Signature Move?
And what is your company’s Signature Move and your Promise to your customer?
~ jason
Jason Hewlett, CSP (Certified Speaking Professional), CPAE Speaker Hall of Fame, Keynote Speaker for the largest corporate events in the world. His primary message, The Promise, is essential for Leadership, Management, Sales, Marketing, Direct-Sales Companies, and is a combination of engagement and entertainment meets inspiration. Jason has even received standing ovations from IT guys. He has been acknowledged as life-changing by Conference Attendees, C-Level Executives and Hollywood Elite. jasonhewlett.com
Please click here to learn about how Jason Hewlett, Speaker Hall of Fame, introduces the opportunity for you, or someone you love, to have the gift of learning how to create a Career From the Stage and begin moving toward fulfilling a lifelong dream as a full-time speaker, performer, or entertainer.