The-Chase-Formula-Lesson-2

Document Sample
The-Chase-Formula-Lesson-2 Powered By Docstoc
					Power  Messaging  Strategy,  Questions  and  Framework
Lesson  2.
Uncovering  Your  Power  Messaging  Foundation

The  exercise  below  will  help  you  determine  the  foundation  of  your  Power  Message.    

Answering  the  following  questions  will  make  the  value  that  your  provide  your  clients  
more  clear  and  give  you  the  initial  language  to  build  your  Power  Messages  from.    In  

needs,  but  the  core  messages  will  be  used  over  and  over  again.

Don’t  just  read  over  the  questions  and  answer  them  in  your  head!    In  fact,  interview  
your  clients,  employees,  and  critical  vendors  to  help  you  answer  the  questions  and  
write  down  the  answers  -­  we’ve  provided  a  separate  worksheet  to  give  you  room  to  do  

The  perspective  they  can  lend  you  will  often  be  much  more  valuable  than  what  YOU  
think  about  your  company  and  service.

Make  a  point  of  revisiting  this  activity  every  quarter;;  if  nothing  else  it  helps  to  refocus  
you  and  your  team  on  who  you  are  as  a  company  and  what  value  you  provide  for  your  
clients.

Power  Messaging  Foundation  Questions

1.  Important  to  the  buyer


       important  to  your  buyer  -­  otherwise  they’ll  never  pay  attention.    To  make  

       sure  you  really  understand  who  they  are,  what  challenges  they  face,  why  


       Use  the  worksheet  provided  to  answer  the  following  questions:

       Who  is  your  buyer?
       What  are  the  primary  challenges  they  face?
       Why  are  they  buying?  What  business  goals  will  they  accomplish?
                                                                                    Lesson  2          Page  1  of  3
      What  is  the  best  solution/service  offering  for  this  company?  Why?
      What  problems  will  you  solve  for  this  company?

      What  will  the  result  be  if  they  stay  in  their  current  situation?

2.  Unique  to  you

      The  second  critical  factor  of  your  Power  Message  is  that  it  is  unique  to  you.    
      It’s  too  easy  for  anyone  in  the  industry  to  claim  “we  help  businesses  like  
      yours  managed  their  Internet Marketing  more  effectively...”.    
      You  need  to  get  more  creative  

      Answer  the  following  questions  on  the  worksheet  provided:

      What  makes  your  company  unique?    List  5  things?

      What  types  of  companies  have  you  worked  with?    Ie  growth  companies,  
      family  business,  retail,  professional  services…
      Why  are  you  the  best  partner  for  this  company?

3.  Easy  to  defend

      Easy  to  defend  is  one  of  the  trickier  parts  as  you  have  to  think  of  your        
      competition  and  how  they  are  going  to  try  to  attack  your  message.    Even  in  
      a  referral  scenario  companies  will  often  bring  in  competitors.    You  need  to  
      distinguish  your  company  from  the  pack.    

      Ideally  you  do  this  by  a  technique  we  call  “planting  landmines”  for  your  
      competition  to  step  in.  What  we  mean  is  that  ideally  you  have  something  
      that  you  plant  in  the  mind  of  your  prospect  as  critical  to  their  success  that  
      your  competition  can’t  match.

      An example would be if you pre-rank a video or site before even talking to the
      prospect so you can demonstrate your expertise and willingness to provide value
      in advance.
        




                                                                                        Lesson  2          Page  2  of  3
Answer  the  following  questions  to  determine  a  defensible  position  for  
your  business:


you  lower  over  all  spend,  help  them  achieve  a  strategic  goal,  why  are        
companies  better  off  partnering  with  you?


measuring  and  why  is  that  important  to  your  prospect?

When  and  how  have  you  solved  similar  issues  in  other  companies?



Do  you  have  more  clients  in  a  particular  industry  than  your  competitors?


Which  ones?



Do  you  have  operational  metrics  from  your  business  that  you  can                    
demonstrate?




                                                                                    Lesson  2          Page  3  of  3

				
DOCUMENT INFO
Shared By:
Tags: Marketing
Stats:
views:21
posted:8/12/2012
language:English
pages:3
Description: Marketing