Create Your Marketing Message in 17 Steps

Workshop

In Just 17 stepsCreate Your Marketing MessageThat will double qualified leads

Experience Sales Success•Sales Management•Lead Generation•CRM Process

17 Steps to a tag line that sells?

What does your dream company produce? Product Service

Write it down on a piece of paper We will select one at random and

create the marketing message for that company

Experience Sales Success

•Sales Management•Lead Generation•CRM Process

Pre Workshop Research A list of all customers and for each you need:

What they bought The value of each item and the margin on each item A testimonial and/or value statement from those

customers Where they are geographically based The industry they are in Their size and turnover

A list of your competitors and their products. Industry magazine that your customers read The Mission statement of your top 5 customers



MMC - Step 1



Clearly define what your product or service does

List at least 10 things At this stage features are fine Sometimes if they are innovative enough

they get included What is ceramide?

MMC - Step 2



Now for each feature, list clearly the problems desires

That are addressed by each

MMC - Step 3



Match your list of solutions with those of your competitors – Identify at least three unique solutions.

MMC - Step 4



Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.

MMC - Step 5



Now identify who in the organisation will benefit the most having these problems solved.

This would be the titles of the decision makers or key influencers

MMC - Step 6



Define what people in each of these positions will be enabled to do, once you have helped solve their problems.

You should pick at least three. They should match the three solutions

already identified

MMC - Step 7



Now put a value on the new capability that your customers will get.

Use any testimonials you may have. If you can not do this, you will need

to go back to your customers and ask them.

Sometimes the value may be intrinsic such as desire.

MMC - Step 8



How long does it take for the value to become apparent or measurable?

Sometimes referred to as Return on Investment

Today we look at Total Value of Ownership

MMC - Step 9



What is the status quo of your prospects?

In other words, what are they likely to have in place right now?

Remember that, the status quo is your biggest competitor.

MMC - Step 10



List reasons for people to act. Examples might be a competitor’s

accounts package, not able to handle changes in the budget,

or an approaching holiday, like Christmas.

MMC - Step 11



List at least 10 industry specific words that are common in your “Target Market’s Industry”

These would be taken from the industry magazines and/or the mission statements.

MMC - Step 12



Using the three solutions that you identified in step 6

Rewrite them for each of the positions identified

Using at least 3 of the industry specific words.

MMC - Step 13



Now add a quantifiable benefit to each solution

This will come from step 7 How much does it save? How much

extra revenue will it generates, how much further will your drives go? Etc.

MMC - Step 14



Now add the length of time it takes to achieve this goal

This will come from step 8 After 5 minutes, in three months, in

one day, etc.

MMC - Step 15



Create 3 headlines that have each of the 3 key elements above.

Then create a 3-4 line subhead that ensures you

overcome the criteria identified in step 9 Status Quo

capitalise on step 10 Reasons to Act

MMC – Workbook – Page 1



Feature of Product or Service Problems & desires addressed

Competitor Solutions




Target Industry Key Decision Maker What solution enables them to do

€Value of Capability Time to Value Reason To Act




Industry Words What solution enables people to do (industry)

Add Quantifiable Benefit




Length of Time to achieve benefit

Final Marketing Message incorporating all above elementsSub head Included

MMC - Step 16



Ensure that all of your testimonials has one of the three marketing messages included in them.

MMC - Step 17



Once you have created your marketing messages as above you will need to Test, Adjust Measure

All lead generation campaigns, such as ADSPORT

The best place to start is with your existing customers.

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Create Your Marketing Message in 17 Steps