Jan 04 2007
Put together the right marketing message
Marketing Part 1
A good and effective marketing message will always have at least three key elements:
1. A unique selling proposition (USP) — which explains your positioning against all competitors and summarizes your product’s chief benefits.
2. An answer to the one question every prospective customer will always ask — “Why should I choose your business/product/service instead of one of your competitor’s similar products or services?”
3. An irresistible offer to take immediate action
One way you can develop your marketing message is to use a modular approach. Take some blank 3″ x 5″ cards and put one fact, feature, benefit, customer promise, offer component or marketing idea on each card. Once you’ve written out a number of ideas, organize them in order of most likely importance to your prospective customers. Then select the top three to five and work out how you can incorporate those ideas into your marketing message. As you do that, also bear in mind what your direct competitors are already doing. Choose elements or components that will enable you to stand out from competitors.
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