Questions can be a wonderful tool. In planning, the key to success is knowing the right questions to ask. That certainly applies when it comes to creating a Marketing Plan.
Answering the following questions will provide you with information needed to create the framework for an effective plan.
What is your value message?
This is the first and most important question you can answer. Until you know what value you wish to communicate about your product or service, attracting customers will be unfocused and difficult.
Consider how you’re different from your competitors. Your message must clearly state the value your customer can expect to receive. And remember, there is at least some emotion behind every purchase. Your value message might be that you are timely and accurate (you’re respectful), you offer a lot for a little (I feel smart buying from you), or your ingredients are top quality (I deserve good things).
“Simple fare, freshly and tastefully prepared” is the message a restaurant might want its prospective customers to get. When seeing or hearing the name of the restaurant, this is what we want them to remember. Likewise, when thinking of that kind of food, we want our restaurant to come to mind. The simpler the message, the clearer it will be. The clearer it is stated, the stronger and more “attractive” it becomes. Clarity is the key.
Of course, you not only have to sell it, you then have to deliver the value. [Read more…]