This article is excerpted from the July 15th, 2003 edition of
Although most businesses and professional services providers understand that they have to promote their business for it to grow and prosper, many do not have a clear idea about how to create a message that gets results. What they are missing is knowledge of the precise formula for creating a Core Marketing Message that connects with prospects and motivates them to act.
The Core Marketing Message formula is very simple. To create a message that connects with and inspires your prospects, your ads and promotional materials must answer the following five questions:
• Target Audience: to whom are you speaking?
• Problem: what issues, pains, predicaments or challenges are your target clients facing?
• Solution: what results do you produce for clients?
• Proof: how can you prove that you can deliver that solution?
• Differentiation: what makes you stand apart from your competitors?
The sequence is important. These questions should be answered in the order in which they are presented above.
About the Author
Robin Johnston, Director of INVICTUS Solutions Group, is a marketing and business development professional with experience across technology, financial services, and public sectors. Robin is a Certified Management Consultant, and holds an MBA in Marketing and Corporate Strategy. He excels at developing strategic and tactical marketing plans, positioning brands, sales training, deploying programs to out-market competitors, generating leads, and accelerating revenue with limited marketing budgets.