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     A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank method for creating a theme and POSITIONING statement for your business. I prefer to use his same system for creating clarity for myself in what I'm selling, creating an elevator or introduction speech, and also material for my website, brochures and business card.

Using this same method for each NICHE I have also keeps me focused and on target for where I am going and what comes first. I know it will do the same for you. As a public speaker, I also like to use the same exercise to create a one-line message for each workshop or engagement. This way the participants and I start from the same page. I like to say it provides the tree TRUNK that all the branches stem from. This exercise is designed to be simple and achievable in 15 minutes.
FOR ___________________________

Who is your TARGET customer, your niche? Is there a geographic or demographic relevance? If so, add it. Examples:
  • For seniors
  • For women business owners
  • For teens between 13 and 18
  • For writers in the Washington DC metro area
WHO ___________________________

This is where you QUALIFY your target customer and time of need. Examples:
  • Who are obese
  • Who are 62 and older
  • Who own a business
  • Who are in high school and take music
OUR PRODUCT / SERVICE IS ____________________________

What is your product or the service? What do you have to OFFER clients or customers? Examples:
  • Our product is a line of workshops
  • Our service is training
  • Our service is executive coaching
  • Our service is training or engineering or accounting
THAT PROVIDES / CONTAINS ______________________________

What are your key FEATURES of this product/service? What are the major BENEFITS of this product or service? What are the tradeoffs? Examples:
  • That provides shortcuts (software training) at a discount/premium price
  • That contains no chemicals
  • That contains no hidden costs
  • That contains no markups
  • That contains life support
UNLIKE ____________________________________

Who are your competitors? What are the products not serving the NEEDS of this particular niche? Examples:
  • Unlike other retail sellers, which have....
  • Unlike store-bought goods, these....
  • Unlike other coaches....
  • Unlike other workshops....
OUR PRODUCT / SERVICE _______________________________

Your product/service SERVES this niche by doing what? Examples:
  • Our product/service helps this group increase their personal leadership skills.
  • Our product/service helps this group overcome....
  • Our product/service helps this group reap the rewards of....

Once you have completed this exercise, whether it is for your overall business theme or better yet a narrower one, you can move this information forward into all your MARKETING information. Create a paragraph with this information, then edit and refine the language so that it fits your customerís reading style. This is especially important if your style is different. Each word you use has an ENERGY attached to it. This energy either detracts or attracts customers.


Catherine Franz, a Professional Marketing And Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Visit her website at Catherine Franz.

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