How to change
the behavior of
market participants
1
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Change Behaviour
Keep up
Do
Agree
Understand
Read or listen or look
Send or say or show
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External Target Groups
Customers and prospects are …
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2)
3)
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Customers' Unmet Needs
Current or future problems are …
1)
2)
3)
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Benefits I Provide
I help solve problems by …
1)
2)
3)
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Competitive Advantage
My services serve customers better
than competing offers since …
Things that set you apart from the competition
Proof / Story
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Communicating Benefits
I convey the unique advantages to
customers by …
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2)
3)
Literature, ads, websites, letters, emails, mailings,
public relations, presentations, testimonials … ?
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Key Performance Indicators
I measure results by …
1)
2)
3)
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Rewards for People
Persons that help me or support
my projects, receive …
1)
2)
3)
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Action Plan
Things I will start doing or continue
doing to reach my goals
What By when
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2)
3)
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