The Execuwin tagline succinctly communicates our unique value proposition. Finding new team members for our clients that "fit" and "align" with the culture and demands of their new employers is what drives Execuwin and makes us different — and better — than our competitors.

This 25-Word Brand Statement should be used in social media profiles or wherever a limited brand message is required. Execuwin team members are encouraged to memorize this statement and use its concepts and language to introduce the brand as they network.

This 50-Word Brand Statement is a useful expansion of the 25-Word Brand Statement. It emphasizes the value of finding the right candidate and some of the key benefits of using Execuwin: Saving time and avoiding either an ultimately unsuccessful search or a bad hiring decision. This statement (or its concepts) should be used to explain the company quickly in presentations, sales calls, and emails.

Again, the 100-Word Brand Statement is an expansion of the 50-Word Brand Statement. It starts to describe the company-candidate alignment that is at the cornerstone of our brand value. This statement should be used whenever a more lengthy description of the brand is required is needed, for example, as part of a press release or sales kit.

The following keywords and phrases have been identified as valuable to include in our content:

Below you can download the full SEO Research doc delivered December 28, 2012.

Below you can download a .csv file (opens in Excel) with the raw data from the Google Keyword Tool.

How to read the data: The first column contains the keyword or phrase, the second column contains number of searches in the United States for that keyword per month, and the third column is the popularity of the term with Google Adword advertisers on a scale of .01- .99. The higher the percentage the more competitive the term is, i.e. a term with a .99 score indicates that competitors are paying top dollar to reach users who are searching for these words.

When creating messaging for the Execuwin brand, you should be thinking about three different "levels" of content: Headlines (and sub-headlines), Body Copy, and Service Features. Each of these levels of content should have a different emphasis.

Headlines should focus on the benefit the client will receive for engaging Execuwin. For example, you might highlight peace of mind. A "peace of mind" headline might read: "Relax. We have your most important task on our plate." It's okay that you have not mentioned what the service is. Your goal in the headline is simply to capture the reader's attention. Readers will be engaged by this headline because they want peace of mind — they want to relax and feel like others can assist them in reaching their goals. This is also an effective headline because it teases the reader, and they start to wonder: What is my most important task? To find out, they need to keep reading.

The Body Copy should connect the benefit expressed in the headline directly to Execuwin's services. Continuing our example, the paragraph below the headline might start: "There's nothing more critical to your company than hiring the right team members. However, recruiting isn't something you do every day. You're focused on building a great company, not just a great team. Fortunately, recruiting is our only focus, and we take it seriously, matching candidates with your company not just on their skills, but also on their potential fit within your culture and vision. So let us keep your recruiting priorities on our plate. We think you'll like what we dish up . . ."

Finally, the technical details should be listed in bullet points for quick scanning. These service features might include turn-around time, guarantees, process highlights, etc. These details should be relegated to the last "read" on the page. Don't lead off with headlines that highlight service features like, "We will send you your first candidate in 48 hours." This may seem okay, even preferable, but readers will more engaged by a benefits based headline than a feature-driven one. Change this headline to emphasize why or how getting a first selection in 48 hours will benefit the client. Something like, "You needed a new employee yesterday, but you're perfectly calm today. Execuwin is on the case." Then, after the transition from benefit (calmness) to features in the body copy, you should identify the turn-around time clearly in a bulleted list: "Your first TruFit™ candidates will be sent over within 48 hours."

Following these messaging guidelines ensures that you will be putting the needs of our clients first and selling them not on our features, but on our approach and our understanding of their needs.