044 The Invisible Touch – The Birth of One-Asset Companies
The Second Key: Brand
Above all materials in your company, Harry Beckwith argues that your Brand IS your company.
Without a quality brand, something that people can recognize, hold onto, feel the value right along with you, you have nothing.
He calls your company a One-Asset Company: your Brand is the asset.
And while I agree with that as far as it goes, and agree that people that work in our companies really are our most valuable asset, we also have to remember the one most-valuable-results asset: your clients and customers.
When you hear me say that what's most important is your LIST, that is what I mean.
All those people who have raised their hand to say they MIGHT be interested in what you and AND all those who have purchased from you: THAT'S where the real value is in your company when you finally decide to move on and sell the company.
It's not your computer nor reams of copy paper nor MP3 downloadables nor PDF books: If you lost all of that (knock on wood) but still had your customer/client/patient list, you could be up and running in a very short time.
While your business is your brand and you must consistently protect it, the value is in your LIST.
Remember both!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
043 The Invisible Touch – The Birth of One-Asset Companies
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