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.
APPLICABLE TO ALL SITUATIONS
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.
Who is your TARGET customer, your niche? Is there a geographic or demographic relevance? If so, add it. Examples:
This is where you QUALIFY your target customer and time of need. Examples:
OUR PRODUCT / SERVICE IS ____________________________
What is your product or the service? What do you have to OFFER clients or customers? Examples:
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:
Who are your competitors? What are the products not serving the NEEDS of this particular niche? Examples:
OUR PRODUCT / SERVICE _______________________________
Your product/service SERVES this niche by doing what? Examples:
TAKING THIS FORWARD
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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