Climbing the ladder

Climbing the ladder 150 150 Jerry Murphey

The quote goes something like: “you spend your life climbing the ladder, only to find, when you get to the top, it has been leaning against the wrong wall”.   There are a number of variations of this quote, but what is the same is the meaning. To me it’s about the new year and…

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Northwest Branding

Northwest Branding 150 150 Jerry Murphey

Most financial advisors know that the Northwest Quadrant on a Risk/Reward chart is the optimal place for an investment.    This is the idea behind Northwest Branding—“Leave all the noise behind for a place where your message is clear and your marketing is automated”.   We are excited to launch this amazing program in the…

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Winging it

Winging it 150 150 Jerry Murphey

Winging it is doing something without planning or preparation. You would never think about winging it when it comes to designing and delivering your products or services.Then why do so many businesses wing it when it comes to marketing, especially when, today, any business has the same access to its market as a Fortune 500 company?Make…

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The curse of knowledge

The curse of knowledge 150 150 Jerry Murphey

The curse of knowledge is a cognitive bias where an individual assumes others have the background to understand — or even care about — what he is saying.  We see the curse of knowledge play out every day, on advisor websites and in asset manager webinars. To avoid the curse of knowledge, start by acknowledging it exists, then put…

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A great marketing message

A great marketing message 150 150 Jerry Murphey

A great marketing message tells people the experience they will have because of your brand—the problems they will solve, and what they will get.    

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What’s in your brand?

What’s in your brand? 150 150 Jerry Murphey

Every compelling brand possesses 3 essential elements: A unique value profile, a focused business plan, and a clear marketing message.    Your value profile tells people who you are, what you do, why and how.    Your business plan communicates your vision, mission, goals, strategy and key objectives.    And your marketing message pulls it all…

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The 5 Whys

The 5 Whys 150 150 Jerry Murphey

Many problems are just symptoms of deeper issues. A good way to get to the heart of the problem is to apply Sakachi Toyoda’s 5 Whys method. To apply the method, start with the problem you're facing and keep asking “Why?” until you get to its root cause. But not all problems have a single…

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Dream 150 150 Jerry Murphey

DreamWhen the day is through   DreamAnd they might come true Things never are as bad as they seemSo dream, dream, dream   — Johnny Mercer    

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Features vs Benefits

Features vs Benefits 150 150 Jerry Murphey

People buy benefits, not features. The best way to make sure you are always stating benefits is to end with a “this means’” sentence.E.g. “This car does 0 to 60 in 4 seconds. This means your family will be safer because you have the acceleration power you need to prevent an accident.” 

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Trouble in River City

Trouble in River City 150 150 Jerry Murphey

Every great marketing message solves a problem. But sometimes, before a problem can be solved, it has to be amplified. It the 1957 Broadway musical, The Music Man, a conman, “Professor” Harold Hill, convinces an Iowa community that the new arrival of a pool table will lead to all sorts of problems, and marching band instruments…

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