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Creating Your Target Message(s)
A Readiness Education Element for Sales Lead Generation
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Our Agenda
● Why have a Target Message?● The value and necessity
● The 5 Most Common Target Messages● Match EXACTLY what you say to each target
audience● Create Your Own Target Message(s)
● Message Framework● Examples
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The 5 Most Common Target Messages
● 5 Common Messages● I can improve efficiency● I can reduce risk● I can effect positive change● I can increase revenue● I can reduce cost
● The key is knowing which to lead with and when to initiate the remaining● Also which to leave out
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The 5 Most Common Target Messages
● Efficiency Message● Defensive play● Improve output per employee
● Risk Message● Defensive play● Minimize exposure
● Change Message● Offensive Play● Proactive move to gain tactical advantage
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The 5 Most Common Target Messages
● Revenue Message● Offensive Play● Grow market share – extend competitive lead
● Cost Message● Defensive Play● Decrease cost per transaction
● The trick is in determining whether to play offense or defense
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Offense or Defense?
● Check for signs of life● Internet can provide intelligence
● Press releases● Are the hiring or making acquisitions (offense)● Are the closing locations or consolidating (defense)
● Industry articles● Is there industry under siege (defense)● Is their industry seeing growth (offense)
● WEB site is not a credible resource● Putting on a good face
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Create Your Own Target Message
● Choose a message template based on your research● For this exercise I will use the Efficiency message
● Then begin by Repurposing● Start with your own marketing● “Our headset technology has proven to increase productivity
by 23.5% per employee.”● Spice it up
● Include current events (Be engaging)● “Increasing use of mobile business devices offer the greatest
opportunity for increased productivity through the use of our headset technology. Our customers have seen increases by as much as 23.5%.”
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Create Your Own Target Message
● Finish it Off● Make them Think (be Relevant)● Efficiency in the Agile Business Age: The Simple
Genius of Quiet● This is your Core Message
● Try altering this message for a Revenue message● We will adapt this core message to match our
target audience in the next activity
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Extraordinary Life Altering Content and Education
● Learn more at:● My programs● www.cnvrg.com/readiness-education
● Read more at:● My blog● www.cnvrg.com/readiness-content
● Become a member at● www.cnvrg.com/membership
Since 2005
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