Remember how I asked you questions during the Introduction posting to this topic regarding YOUR Marketplace Position, YOUR Revenue, Growth, and Profitability? Besides having a superior product, having a power marketing message is crucial for you to attain stellar results in each of the above areas!
We discussed that far too often business leaders and owners forget to speak the language of their customers. This refers to sharing your offering (product/service) to Your Ideal Customer in a manner that they can understand what you are saying AND it is alluring to them. Why? So they buy your offering! This is a no-brainer to everyone when they hear it, but it takes a master to apply this effectively 🙂
Up until recently I thought everyone could do marketing- either basically or well enough… then I starting working with “Client X”. Client X surprised me as she doesn’t have this flare in any way, shape, or form. Yet, because she takes instruction well, she was able to get the first round of marketing completed well (The 4 Step Needs-Features-Benefits Marketing Message Exercise). This was excellent because when she went to hire someone she had already completed a great deal of the work and was able to keep her marketing costs down while she had someone infuse her core message into a beautifully crafted marketing message.
So here’s the good news: Everyone can do The 4 Step Needs-Features-Benefits Marketing Message Exercise! If you have the flare, you may be able to take it further. If you don’t, you can complete the 4 Steps and hire someone to assist you in creating a powerful message in Your Marketplace just like Client X 🙂
Remembering we always over-simplify here! So let’s review
The 4 Step Needs-Features-Benefits Marketing Message Exercise
- The customer need
- The feature/s: of your offering (the description of it)
- The basic benefits per the business’s thoughts
- The basic benefits per the marketer’s juicy and alluring message*
* It is important to take the time to do both Step 3 and Step 4. Most people stop at Step 3 and wonder why they aren’t making sales!
Take your answers from the 4 Step Marketing Message Exercise and couple it with the language and issues you learned about as we unearthed the particulars of Your Ideal Customer in posts Aug. 30 through Sept. 13, 2011). When you do this, especially with Step 4, you will have the magic message that allures Your Ideal Customer to a point of purchasing your product! Really, if you do this well, and all the other elements of crafting a superior product at the right price, you will have phe-no-me-nal sales 🙂
Self Discovery for Powerful Marketing Messages:
Clue: If you haven’t completed the first two action items to create a Powerful Marketing Message here they are: (a) make a list of each offering (Product and/or Service) that your business has in Your Marketplace and (b) Write out The 4 Step Needs-Features-Benefit Exercise for each of your offerings.
Organizing Note: I strongly encourage you to make a document for each one of your offerings. This way you can have all the elements (of each step of the process) together and ready when you work on that particular offering!
1. Your new step for this exercise: Merge what you have learned from identifying Your Ideal Customer into your 4th Step so it really speaks to them and they are compelled to seek your solution 🙂
If you or your business needs rescuing on this particular topic
or any other Business Strategies we have been discussing,
please reach out to Maggie (262) 716.7750 FYI: I’m in the Central Time Zone
Blessings of Success to YOU ~
The Business Rescue Coach, Maggie Mongan
Brilliant Breakthroughs, Inc.