Telling Your Marketing Story In One Or Two Pages
times marketing and sales people want to get up and start telling
about their product, their company and their offering. The
inexperienced will to this without regard to the customer, his wants
or needs. The more experienced and seasoned marketer will do it more
in response to a customer.
Regardless, this technique is many times, one way, canned and not
tailored to a specific customer problem.
times a customer has a problem, needs a solution but is fearful of a
tele-sell sales approach. What works well is that 1-2 page summary
sales sheet that immediately captures the customer's interest,
identifies with his problem and suggests a solution.
Understanding your clients/prospects problems is paramount to selling.
If there were no problem there would be no need for a solution. No
need for a solution and you're out of business. Understanding the pain
and restating it in the form of "What is not ideal" is part one of the
summary of information, i.e. stating the problem.
extreme example, if you are marketing and selling light bulbs, your
problem identification part of the summary might start out, "Tired of
reading in the dark?"
you have the prospect identifying with you immediately, its time to
put them at ease and tell that, "There is good news. A solution is
available." Discussing what it would be like if the identified problem
was solved now generates the true interest of the prospective client.
Using our light bulb example, "Research has shown that retention and
entertainment increases significantly when adequate light is
times a prospective client understands these first two items of the
Marketing Summary and feels that the obvious is being stated. If this
is the case, the question on their mind, now becomes, "How come I
haven't moved on this problem solving?" For the light bulb example,
"Many people find they don't know where to get the best light bulbs
for their reading enjoyment and do not know what kind to get." (Excuse
the extreme example but it really exemplifies the summary steps).
the Marketing Summary is doing here is stating the obvious but leading
the client to the solution and the eventual call to action.
comes actually describing the steps required to solve the problem.
"Buying long lasting, high wattage, whit light bulbs will increase
your reading pleasure. Finding the right company that has the best
variety is the key to solving your problem. You woe it to yourself to
solve this problem and be on your way to happy reading!" (Again, the
Finally, no marketing is complete without a call to action. Whether it
is a T.V. commercial or this 1-2 page summary, telling your
prospective client what to do is a must. "Brite Lites Inc. has been
providing beams of light to readers across the world for many years.
Please give us a call, visit our website and schedule a free
consultation (in the light) to discuss how we can help you with your
Obviously more than the few example sentence here are needed for a
true summary, but it is clear to see that providing your message in
this manner can be efficient and quite effective. In today's world of
information overload, clients like summaries, lists and scanable
information. This 1-2 page Marketing Summary alone can do more for
marketing your business, products and services than any other printed
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