Women's Business Network Luncheon
Topic: Never Underestimate the Power of a Powerful Message
Guest Speaker: Carol S. Niemi, PhD, Content Director at FLETCH Creative
History is full of people who rose from nowhere to change the world – not through great wealth or inherent power – but through their own uniquely powerful message. Some of them changed the course of history through a message of love. Others challenged the world with a message of hate.
In business, Steve Jobs, creator of Apple, changed the world with his message of technology-made-friendly. Facebook’s creator, Mark Zuckerberg, while a geeky college student, proved technology could turn everybody – even social outcasts like himself – into somebody. And in politics, we recently saw powerful messages help Bernie Sanders and Donald Trump overcome their own negatives and defy everyone’s expectations.
Traditionally, marketers, especially B2B marketers, have relied heavily on features and benefits to sell their products and services. But businesses don’t buy products. People do. And people don’t buy features and benefits. They buy the promise that a particular combination of features and benefits will help them live or do business better. Steve Jobs knew this. So did Walt Disney, Bill Gates, Jeff Bezos and even a manicurist named Clara Peller, who in 1984 innocently asked, “Where’s the beef?”
What’s your message? How powerful is it? In a 30-minute workshop by branding and messaging firm FLETCH, you begin to lay the foundation for defining your uniquely powerful message by identifying your ICP (ideal customer profile) and determining how your particular combination of FAB’s meets their wants and needs better than anybody else.
Carol has spent her career helping companies find their message and tell it both inside and outside their company in a variety of channels from websites to print and broadcast advertising.
She began as a copywriter at advertising agencies in the Northeast. After coming to Atlanta, she was named creative director at Sawyer Riley Compton, where she led a $50 million creative department that served Fortune 500 accounts including Siemens, Georgia-Pacific and Eli Lilly. Later, at Tucker-Wayne Luckie, now 22Squared, she was creative group head for three divisions of BellSouth and also launched the country’s first new carpet brand in seven years.
After a “career” as a stay-at-home mom, she returned to advertising as a consultant with several startups and now as content director for FLETCH, a branding and messaging firm in suburban Atlanta. She still serves a few of her own direct clients.
Her motto is STAND FOR SOMETHING – which is what every game-changer in history has done.