CreateYourMarketingMessage

WorkshopIn Just 17 stepsCreate Your Marketing MessageThat will double qualified leadsExperience Sales SuccessSales ManagementLead GenerationCRM Process17 Steps to a tag line that sells?o What does your dream company produce?n Productn Serviceo Write it down on a piece of papero We will select one at random and create the marketing message for that companyExperience Sales SuccessSales ManagementLead GenerationCRM ProcessPre Workshop Researcho A list of all customers and for each you need:nWhat they boughtnThe value of each item and the margin on each itemnA testimonial and/or value statement from those customersnWhere they are geographically basednThe industry they are innTheir size and turnovero A list of your competitors and their products.o Industry magazine that your customers reado The Mission statement of your top 5 customersExperience Sales SuccessSales ManagementLead GenerationCRM ProcessMMC - Step 1Experience Sales SuccessSales ManagementLead GenerationCRM Processo Clearly define what your product or service does n List at least 10 thingsn At this stage features are finen Sometimes if they are innovative enough they get includedo What is ceramide?MMC - Step 2Experience Sales SuccessSales ManagementLead GenerationCRM Processo Now for each feature, list clearly the n problems n desires o That are addressed by eachMMC - Step 3Experience Sales SuccessSales ManagementLead GenerationCRM Processo Match your list of solutions with those of your competitors Identify at least three unique solutions.MMC - Step 4Experience Sales SuccessSales ManagementLead GenerationCRM Processo Using your customer demographics, and any other market research, clearly articulate your target market the firms that you will sell to.MMC - Step 5Experience Sales SuccessSales ManagementLead GenerationCRM Processo Now identify who in the organisation will benefit the most having these problems solved.o This would be the titles of the decision makers or key influencersMMC - Step 6Experience Sales SuccessSales ManagementLead GenerationCRM Processo Define what people in each of these positions will be enabled to do, once you have helped solve their problems.o You should pick at least three.o They should match the three solutions already identifiedMMC - Step 7Experience Sales SuccessSales ManagementLead GenerationCRM Processo Now put a value on the new capability that your customers will get. o Use any testimonials you may have. o If you can not do this, you will need to go back to your customers and ask them. o Sometimes the value may be intrinsic such as desire.MMC - Step 8Experience Sales SuccessSales ManagementLead GenerationCRM Processo How long does it take for the value to become apparent or measurable?o Sometimes referred to as Return on Investmento Today we look at Total Value of OwnershipMMC - Step 9Experience Sales SuccessSales ManagementLead GenerationCRM Processo What is the status quo of your prospects? n In other words, what are they likely to have in place right now? n Remember that, the status quo is your biggest competitor.MMC - Step 10Experience Sales SuccessSales ManagementLead GenerationCRM Processo List reasons for people to act. n Examples might be a competitors accounts package, not able to handle changes in the budget, n or an approaching holiday, like Christmas.MMC - Step 11Experience Sales SuccessSales ManagementLead GenerationCRM Processo List at least 10 industry specific words that are common in your “Target Markets Industry” n These would be taken from the industry magazines and/or the mission statements.MMC - Step 12Experience Sales SuccessSales ManagementLead GenerationCRM Processo Using the three solutions that you identified in step 6o Rewrite them for each of the positions identified o Using at least 3 of the industry specific words.MMC - Step 13Experience Sales SuccessSales ManagementLead GenerationCRM Processo Now add a quantifiable benefit to each solutiono This will come from step 7o How much does it save? How much extra revenue will it generates, how much further will your drives go? Etc.MMC - Step 14Experience Sales SuccessSales ManagementLead GenerationCRM Processo Now add the length of time it takes to achieve this goal o This will come from step 8o After 5 minutes, in three months, in one day, etc.MMC - Step 15Experience Sales SuccessSales ManagementLead GenerationCRM Processo Create 3 headlines that have each of the 3 key elements above. o Then create a 3-4 line subhead that ensures you n overcome the criteria identified in step 9 o Status Quon capitalise on step 10o Reasons to ActMMC Workbook Page 1Experience Sales SuccessSales ManagementLead GenerationCRM ProcessFeature of Product or ServiceProblems & desires addressedCompetitor SolutionsMMC Workbook Page 2Experience Sales SuccessSales ManagementLead GenerationCRM ProcessTarget IndustryKey Decision MakerWhat solution enables them to doValue of CapabilityTime to ValueReason To ActMMC Workbook Page 3Experience Sales SuccessSales ManagementLead GenerationCRM ProcessIndustry WordsWhat solution enables people to do (industry)Add Quantifiable BenefitMMC Workbook Page 4Experience Sales SuccessSales ManagementLead GenerationCRM ProcessLength of Time to achieve benefitFinal Marketing Message incorporating all above elementsSub head IncludedMMC - Step 16Experience Sales SuccessSales ManagementLead GenerationCRM Processo Ensure that all of your testimonials has one of the three marketing messages included in them.MMC - Step 17Experience Sales SuccessSales ManagementLead GenerationCRM Processo Once you have created your marketing messages as above you will need to nTest, nAdjust nMeasure o All lead generation campaigns, such as ADSPORTo The best place to start is with your existing customers.www.3r.ieSubscribe to: Free Monthly NewsletterFree Sales & Marketing Book Your:Assessment with Your Customised ReportExperience Sales SuccessSales ManagementLead GenerationCRM Process