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In this presentation, Clay Kraby teaches you how to create a message that will resonate with your target audience and drive sales (or registrations, donations, etc).Learn how to write messages that effectively tell your story to your customers.
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Crafting YourMessage
DEFINE YOUR AUDIENCEWHO ARE YOU TRYING TO REACH?
DEFINE YOUR AUDIENCE
It’s NOT ‘everybody’Having too many niches isas bad as having none
Focus on niche segments
DEFINE YOUR AUDIENCE
You will usually have multiple target audiences
Each audience will need a uniquely crafted message
Audiences are reached in different ways
WHO MIGHT STAY HERE
DEFINE YOUR AUDIENCE
Once you focus on a specific audience, determine what you know about them
WHAT DO HOTEL USERS WANT?
What concerns do they have?
What do they value in your offering?
How do they make their decisions?
What demographic information is there?
DEFINE YOUR AUDIENCE
CRAFT YOUR MESSAGEMESSAGES THAT SELL
Easiest thing for any audience
to say is
No, thank you.
MESSAGES THAT SELL
1.Concept Description
2.Problem Statement
3.Overt Benefit
4.Reason to Believe
5.Call to action
MESSAGES THAT SELL
CONCEPT DESCRIPTION
Get their
attention
CONCEPT DESCRIPTION
CONCEPT DESCRIPTION
Answers‘What is it?’
CONCEPT DESCRIPTION
Make Calls from your computer – Free to
other people on Skype and
cheap to phones and mobiles
around the world
CONCEPT DESCRIPTION
With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment.
CONCEPT DESCRIPTION
Avoid Jargon
Speak to your Audience
Identify Benefits
PROBLEM STATEMENT
What’s theProblem?Identify the customer’s needs
People buy emotionally, not intellectually.Get to the emotion behind the benefit. Always.
PROBLEM STATEMENT
1. Identify the benefit
2. What problem do you solve?
3. Address this ‘pain point’
PROBLEM STATEMENT
PROBLEM STATEMENT
Your problem statement can show how your offering makes a
meaningful difference in your customer’s life.
It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not
PROBLEM STATEMENT
OVERT BENEFIT
How do you solve their problem?
How do you do it better than their other options?
So What?
OVERT BENEFIT
Here are a few of the most popular things buyers are looking for:
Security - Monetary gain, freedom from financial worry.
Self-Preservation - Safety and health: for self and family.
Convenience - Comfort, more desirable use of time.
COMMON NEEDS OF ANY AUDIENCE
OVERT BENEFIT
Avoidance of Worry - Ease of mind, confidence.
Recognition From Others - Social status, respectability, the wish to be admired.
Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation.
COMMON NEEDS OF ANY AUDIENCE
OVERT BENEFIT
Security
Self-Preservation
Convenience
Avoidance of Worry
Recognition From Others
Self-Improvement
WHAT NEEDIS SOLVED?
OVERT BENEFIT
The Overt Benefit should also describe your unique selling position. How do you it better than your competition?
OVERT BENEFIT
Remember, don’t compete
only on price
OVERT BENEFIT? | Fun Commercial, but why buy VW?
REASON TO BELIEVE
REASON TO BELIEVE
How does your audience know you can
do what you say?
PROVE IT!
REASON TO BELIEVE
Customer Testimonials
Awards
Statistics
Guarantees
Demonstrations
REASON TO BELIEVE
Substantiate your claims
"Lowest prices guaranteed!"
Or what, you'll apologize?
“The best in the industry”
Why? Says who?
REASON TO BELIEVE
Avoid Jargon or Unclear Statements
“We use the synchro-static method”
CALL TO ACTION
Your call to action should be after you’ve explained the problem, solution, and benefit
[Don’t put the cart before the horse]
Tell Them What To
Do
CALL TO ACTION
Call Buy RegisterDownload Subscribe Donate
Remind them again right before the call to action
Incentivize It
Determine the most
appropriate call to action.
‘Call for a quote’
Determine the most
appropriate call to action.
NOT switch companies
Use a sense of urgency
1.Concept Description
2.Problem Statement
3.Overt Benefit
4.Reason to Believe
5.Call to action
MESSAGES THAT SELL