Download - Messaging and Positioning Strategy: 4 Tips to Develop Effective Sales/Marketing Messaging
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I AM YOUR TARGET BUYER.
Want my attention?
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Then you’d better GET TO KNOW ME
and understand what I want to hear
and read about!
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TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING
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Think insights and bottoms-up vs. opinions and top-down1
TIP
If you start from a place of insight vs. opinion,
you are more likely to get the effect you need...
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Which is an impression from the listener/reader/visitor that...
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One of the biggest mistakes companies make when developing their messaging approach is for a
group of executives to sit in a room and say...
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What do we want to say about ourselves?
What are we all about?
What is our mission?
What do we do?
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WRONG!
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The conversation you should START with is:
· Who is our target audience? · What do they care about most and · How are we able to help?
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Think Vision2TIP
Think ahead about what you hope people will think, feel and say about you...
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Design your brand EXPERIENCE, marketing STRATEGY, content and OUTREACH accordingly.
LinkedIn Ads and Group
Discussions
Case studies,Slideshows,
White Papers
Tradeshows & Industry
Events
Webinars
VideoDemos
Social Media
Emails
WebsiteContent
Articles&
Blogs
PressReleases
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Think frequently asked questions3TIP
FAQ
Compile the most frequently asked questions you get when �rst introducing what your product/service does...
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This shows what people care about most
and what you should lead with or be
prepared to talk about in a meaningful way.
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Think story first, then messaging4TIP
Use the insights you’ve gathered to help you see and confirm what your brand’s Story is.
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Think like a journalist...
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Journalists decide what their story is based on research and insights
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From there they work on angles and messaging...
to bring the story to LIFE.
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The point is...Developing a good
messaging approach is not easy...
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but it’s notrocket science
either.
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If at a minimum
You ensure all conversations and decisions about your messaging are centered on
CUSTOMER INSIGHTS
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You will be on your way to successfully differentiating yourself.
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Let me know if I can help.
Visit www.lydiamarketingconsulting.com
Contact information:
LYDIA VOGTNER [email protected]