Central to effective marketing is a message that speaks powerfully to the needs of your prospective clients. This message is developed by first answering the following questions.
You: Who are you? What is your purpose?
Service: What business are you in?
Clients: What clients do you serve?
Needs: What are the needs of the clients you serve?
Competition: Who are your competitors?
Differentiation: What makes you stand apart from your competitors?
Benefits: What are the core benefits a client receives from your service?
The more specific you are about whom your target clients are, the better. Answer these questions about your clients and you'll know how to speak to them, how to write for them, what to offer them and how to find them.
Demographics: What kind of company, industry, size, location or for individuals – income, gender, education, etc.
Psychographics: What values, philosophy, interests, character best describe your clients?
Problems/Opportunities: Why do they need your services? What's not working or what do they want to work better?
Points of Contact: Where can you find these companies/people? What do they read, where do they network, and what media are they tuned in to?
Every business needs some kind of written materials to communicate what they offer and the advantages of doing business with them. This format, called “An Executive Summary,” is the first page of your brochure or website. It communicates the essence of what you offer.
Core Solution Statement: Simple phrase that communicates the essence of your solution.
Problem: Discuss the problem, pain or predicament as to make it crystal clear that you both understand the problem and you understand their industry.
Solution: Discuss what is possible if you solve this problem.
How Come?: Discuss why companies are stuck in the first point and not doing the second.
What you need to do: Discuss the steps necessary to resolve this issue.
Why us? A statement of why you are qualified to provide the above solution.
Marketing Materials/Web Outline
Integrated Promotion Strategies
The Persuasion Process - Online
The Persuasion Process - In Person
Performance and Service
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