messaging and positioning strategy: 4 tips to develop effective sales/marketing messaging

I AM YOUR TARGET BUYER.

Want my attention?

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Then you’d better GET TO KNOW ME

and understand what I want to hear

and read about!

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TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING

TIPS TO DEVELOP EFFECTIVE SALES & MARKETING MESSAGING

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Think insights and bottoms-up vs. opinions and top-down1

TIP

If you start from a place of insight vs. opinion,

you are more likely to get the effect you need...

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Which is an impression from the listener/reader/visitor that...

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One of the biggest mistakes companies make when developing their messaging approach is for a

group of executives to sit in a room and say...

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What do we want to say about ourselves?

What are we all about?

What is our mission?

What do we do?

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WRONG!

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The conversation you should START with is:

· Who is our target audience? · What do they care about most and · How are we able to help?

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Think Vision2TIP

Think ahead about what you hope people will think, feel and say about you...

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Design your brand EXPERIENCE, marketing STRATEGY, content and OUTREACH accordingly.

LinkedIn Ads and Group

Discussions

Case studies,Slideshows,

White Papers

Tradeshows & Industry

Events

Webinars

VideoDemos

Social Media

Emails

WebsiteContent

Articles&

Blogs

PressReleases

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Think frequently asked questions3TIP

FAQ

Compile the most frequently asked questions you get when �rst introducing what your product/service does...

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This shows what people care about most

and what you should lead with or be

prepared to talk about in a meaningful way.

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Think story first, then messaging4TIP

Use the insights you’ve gathered to help you see and confirm what your brand’s Story is.

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Think like a journalist...

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Journalists decide what their story is based on research and insights

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From there they work on angles and messaging...

to bring the story to LIFE.

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The point is...Developing a good

messaging approach is not easy...

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but it’s notrocket science

either.

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If at a minimum

You ensure all conversations and decisions about your messaging are centered on

CUSTOMER INSIGHTS

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You will be on your way to successfully differentiating yourself.

Let me know if I can help.

Visit www.lydiamarketingconsulting.com

Contact information:

LYDIA VOGTNER lydia@lydiamarketingconsulting.com415-672-1870