The pointer to this website came from Barb Gabogrecan’s Microbiz Navigator Newsletter. American marketing man Robert Middleton offers a free weekly ‘e-zine’ and a free Action Plan Marketing Manual designed for ‘any kind of self-employed professional’ who wants to attract more clients. He aims to sell you a full marketing manual but this bit is free!
If you visit http://www.actionplan.com/mktwrkbkN790521.html you can view the manual.
Robert’s approach is very clear and makes sense. He seems to have the gift of asking the right questions….leading you to the ‘right’ answers? His steps to develop a ‘core marketing message’ follow:
CENTRAL TO EFFECTIVE MARKETING IS A MESSAGE THAT SPEAKS POWERFULLY to the needs of your prospective clients. The message becomes the foundation of all your marketing. This message is developed by first answering the following questions:
1)TARGET MARKET: What clients do you serve? Give a detailed profile of your ideal client including demographics (basic facts such as industry, geography etc) and psychographics (values, character, interests).
2)PROBLEM: What problem, issue, pain, predicament or challenge are your clients facing that would make them seek assistance?
3)SOLUTION: What results do you produce when working with clients? Or, in other words, when you’ve completed working with your clients what can you expect their condition will be? (Before: struggling to do X – After: successful in doing X).
4)PROOF: What do you have that can prove you can in fact deliver that solutionh? Do you have references, testimonials and case studies that make a strong case for your results?
5)DIFFERENTIATION: What makes you stand apart from your competitors? What makes you unique, special, memorable? What is it about your business that offers a true advantage to your clients?