Create Your Marketing Message in 17 Steps
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Create Your Marketing Message in 17 Steps

  • 3,564 views
Uploaded on

In 17 Steps, create Your Marketing Message that will double qualified leads.

In 17 Steps, create Your Marketing Message that will double qualified leads.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
3,564
On Slideshare
3,550
From Embeds
14
Number of Embeds
3

Actions

Shares
Downloads
104
Comments
0
Likes
0

Embeds 14

http://www.slideshare.net 6
http://storify.com 4
https://workr.com 4

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Workshop In Just 17 steps Create Your Marketing Message That will double qualified leads
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 2. 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
  • 3. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 4. 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?
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 5. MMC - Step 2
    • Now for each feature, list clearly the
      • problems
      • desires
    • That are addressed by each
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 6. MMC - Step 3
    • Match your list of solutions with those of your competitors – Identify at least three unique solutions.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 7. MMC - Step 4
    • Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 8. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 9. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 10. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 11. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 12. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 13. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 14. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 15. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 16. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 17. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 18. 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
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 19. MMC – Workbook – Page 1
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
    Competitor Solutions Problems & desires addressed Feature of Product or Service
  • 20. MMC – Workbook – Page 2
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
    What solution enables them to do Key Decision Maker Target Industry Reason To Act Time to Value € Value of Capability
  • 21. MMC – Workbook – Page 3
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
    Add Quantifiable Benefit What solution enables people to do (industry) Industry Words
  • 22. MMC – Workbook – Page 4
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
    Final Marketing Message incorporating all above elements Sub head Included Length of Time to achieve benefit
  • 23. MMC - Step 16
    • Ensure that all of your testimonials has one of the three marketing messages included in them.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 24. 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.
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process
  • 25. www.3r.ie Subscribe to: Free Monthly Newsletter Free Sales & Marketing Book Your: Assessment with Your Customised Report
    • Experience Sales Success
        • Sales Management
        • Lead Generation
        • CRM Process