What’s Your Message?
You have a big story to tell. It’s the story of who you are as a travel consultant, of the company you work for, the people you work with. Why you are in the travel business and how it has changed your life and affected those around you. It’s the story of the professional resources you have at your disposal and the associations to which you belong. You tell the story in a lot of different ways, in your marketing literature, on your business cards, in your advertisements and your one-on-one encounters with clients. Most importantly, it is the story of how your clients benefit from your experience.
How well do you tell that story? The sum total of the impact of your story is your brand – the way you appear to others. Thus, it is important to tell the story well. The best place to start is with your “message” – the 20 word or less summary of what your company does. Can you describe in a short, clear fashion what you do as a travel consultant? How your clients benefit from your services? What your unique selling point is? Can you communicate your company’s most important characteristics clearly and concisely? Can you do it without resorting to industry jargon or cliche?
Spend a few moments writing your message down and improving your ability to communicate it. Read it aloud and practice it until it is a creed that you can easily and naturally repeat. Now, examine all of your literature and make sure that your message is clearly and consistently communicated throughout your marketing. All of the people you work with should agree on the message and be able to communicate it in the same manner. Honing your brand in this way ensures that your message is the right one, understandable, and on target.