The-Chase-Formula-Lesson-3

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					Power  Messaging  Strategy,  Questions  and  Framework
Lesson  3.
Creating  Your  Power  Message

Now  that  you  have  your  thoughts  written  down  you  have  the  foundation  of  your  Power  
Message.    Iit’s  time  to  massage  and  tune  the  message  to  create  a  Power  Message  that  
is  usable  in  marketing  and  conversation.    

The  next  step  is  for  you  to  start  to  make  your  Power  Message.    Put  real  thought  and  
time  into  this  -­  just  going  through  the  motions  won’t  accomplish  the  goal.    This  is  some-­
thing  that  you  need  to  believe  in.    The  message  you  create  should  really  speak  to  the  
core  of  the  business,  the  value  you  add  to  your  customers  and  why  you  are  unique  in  
the  marketplace.

To  drive  home  the  importance  one  more  time:  this  is  the  core  message  you  are  going  
to  drive  home  in  every  conversation  and  almost  every  email  -­  so  make  sure  you  spend  
the  time  to  get  it  right!    When  your  prospective  buyer  thinks  of  your  company  you  want  
them  to  think  of  these  3  statements.

Your  statements  should  be  sequential  and  come  together  to  tell  a  short  story.    Its  not  an  
easy  task,  but  it  is  important  to  structure  them  this  way  so  you  can  easily  speak  them  
over  the  phone  in  a  conversational  manner.

ACTION  REQUIRED  -­  Fill  out  the  attached  worksheet.

Kutenda’s  Power  Message  as  a  Guide

Kutenda’s  power  message

   1.   Built  by  a small business,  we  know  your  business  because  we  come      
        from  it.
   2.   Marketing  as  a  service,  an  affordable  monthly  rate  for  an  incredible  service  
        designed  to  work  with  you  as  you  grow.
   3.   Science  of  marketing,  online  marketing  produces  data  on  every  action.      


Kutenda  tests  multiple  variables  across  all  of  our  partners  to  constantly  evolve  the  ef-­
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fectiveness  of  our  efforts.

The  goal  is  that  the  prospect  remembers  and  understands  that  Kutenda  was  built  for  small
business by a small business owner that  had  a  great  deal  of  sales  and  marketing  success  -­
this  give  us  the  utmost  credibility  with  the  buyer.

We  also  want  the  prospect  to  know  that  we  offer  marketing  as  a  service  -­  which  is  a  
                                                                                   small business

Finally,  we  speak  to  the  science  of  marketing  -­  the  testing  and  analytical  approach  we  
have  towards  constantly  improving  our  marketing  services  results  -­  which  no  other  
company  offers.

In  summary,  Kutenda’s  power  message  focuses  on  3  important  points  to  small
businesses.    They  want  affordable,  predictable  spend  on  effective  marketing  that  
is  proven  and  gets  results  -­  which  is  exactly  what  our  messaging  is  focused  on.    

If  you  turn  these  messages  around  a  bit,  we  are  able  to  set  the  “landmines”  for  our  
competition.    We  may  something  like  this  in  our  conversaton:

   1.   When  it  comes  to  marketing  services,  we  are  the  only  company  in  this            

        industry.
   2.   Does  the  pricing  model  from  the  competition  you  are  considering  include  

   3.   Our  last  split  test  in  our  email  campaigns  demonstrated  a  X%  improvement  
        in  click-­through  rates.    What  did  you  split-­test  campaigns  at  our  competition  



our  competition  will  likely  step  in  as  the  prospect  is  now  more  likely  to  ask  them  some  
tough  questions.

Getting  started


as  a  paint  by  numbers  approach.    This  activity  is  to  get  you  started  -­  you’ll  most  likely  

on  paper.    No  excuses!    

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nario  and  make  your  pitch,  then  ask  for  their  feedback  and  don’t  be  emotionally  tied  to  
your  Power  Message.    The  MOST  important  part  of  your  statement  is  that  it  is  under-­
standable,  then  it  needs  to  be  important  enough  to  be  remembered!




Is  this  really  unique  to  you  or  could  any  one  of  your  competitors  claim  these  same  

10,  13,  16,  and  17.


them  over  the  next  week  or  two  to  see  which  feel  right!




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