The document discusses the importance of market research before developing and marketing a product or service. It emphasizes determining if there is an actual market for the idea by finding out characteristics of potential customers such as their age, location, interests and pain points. The key is understanding what problem the business is really solving for the customer beyond just the physical product. Developing a clear brand identity and messaging around the core benefits and values is also discussed as important for effective marketing. A variety of marketing channels are listed to spread the word and generate interest.

1. Market Research and Marketing Joanne Morley Brighter Marketing Brighter Marketing

3. First of All Research? Just because you have a great idea… It doesn’t mean there is a market for it.. Market research is finding out if there is a market before you go ahead and develop your bike for fishes …

5. Who Are You Selling To? Describe the characteristics of your ideal client? Who is your ideal client? Why would your product/ service appeal to them?

7. What are You Really Selling “ I don’t sell cosmetics… … I sell HOPE” Elizabeth Arden

8. The Mind Battle + = Saturation The average mind is a dripping sponge…yet we continue to pour more information into the supersaturated sponge & are disappointed when our marketing messages fail to get through… Jack Trout The answer KEEP IT SIMPLE

9. Describe Your Business? Who? What? How? Think benefits and what’s in it for them

10. What Are You Really Selling? Increase Improve Enhance Reduce Save Gain Better products don’t always win… better perceptions tend to be winners

12. What is a Brand? Not just multi nationals Not just a logo - values Differentiates Linked to what is in your clients head… They associate one or two words to it… They make assumptions… … it is much more than just a logo…