Telling,Your,Marketing,Story,O marketing Telling Your Marketing Story In One Or Two Pages
Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t
So many times marketing and sales people want to get up and start tellingabout their product, their company and their offering. The inexperiencedwill to this without regard to the customer, his wants or needs. The moreexperienced and seasoned marketer will do it more in response to acustomer.Regardless, this technique is many times, one way, canned and not tailoredto a specific customer problem.Many times a customer has a problem, needs a solution but is fearful of atele-sell sales approach. What works well is that 1-2 page summary salessheet that immediately captures the customers interest, identifies withhis problem and suggests a solution.Understanding your clients/prospects problems is paramount to selling. Ifthere were no problem there would be no need for a solution. No need for asolution and youre out of business. Understanding the pain and restatingit in the form of What is not ideal is part one of the summary ofinformation, i.e. stating the problem.For an extreme example, if you are marketing and selling light bulbs, yourproblem identification part of the summary might start out, Tired ofreading in the dark?Once you have the prospect identifying with you immediately, its time toput them at ease and tell that, There is good news. A solution isavailable. Discussing what it would be like if the identified problem wassolved now generates the true interest of the prospective client. Usingour light bulb example, Research has shown that retention andentertainment increases significantly when adequate light is available.Many times a prospective client understands these first two items of theMarketing Summary and feels that the obvious is being stated. If this isthe case, the question on their mind, now becomes, How come I haventmoved on this problem solving? For the light bulb example, Many peoplefind they dont know where to get the best light bulbs for their readingenjoyment and do not know what kind to get. (Excuse the extreme examplebut it really exemplifies the summary steps).What the Marketing Summary is doing here is stating the obvious but leadingthe client to the solution and the eventual call to action.Next comes actually describing the steps required to solve the problem.Buying long lasting, high wattage, whit light bulbs will increase yourreading pleasure. Finding the right company that has the best variety isthe key to solving your problem. You woe it to yourself to solve thisproblem and be on your way to happy reading! (Again, the extreme).Finally, no marketing is complete without a call to action. Whether it isa T.V. commercial or this 1-2 page summary, telling your prospective clientwhat to do is a must. Brite Lites Inc. has been providing beams of lightto readers across the world for many years. Please give us a call, visitour website and schedule a free consultation (in the light) to discuss howwe can help you with your lighting challenges.Obviously more than the few example sentence here are needed for a truesummary, but it is clear to see that providing your message in this mannercan be efficient and quite effective. In todays world of informationoverload, clients like summaries, lists and scannable information. This1-2 page Marketing Summary alone can do more for marketing your business,products and services than any other printed communication.Alfred J. Lautenslager is an award-winning marketing and PR consultant,direct-mail promotion specialist and entrepreneur. His businesses havehelped hundreds succeed in their own businesses.Armed with an MBA, Al has successfully progressed through all facets ofbusiness. He has an impressive record that includes effective financial andsales planning, market development, a consistent growth in sales andprofits above industry standards, resource management, product development,marketing management and overall general management.He is the president and owner of The Ink Well, a commercial printing andmailing company in Wheaton, Illinois. Al is also the principal of MarketingNow, a marketing consulting firm that helps business grow their client baseand is a professional speaker in the areas of networking, PR and marketing.He can be reached through the Web sites www.prforprofits.com,www.marketforprofits.com and www.1-800-inkwell.com or by e-mail [email protected].
Telling,Your,Marketing,Story,O