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For ____________________________________ (state the target market)who want or need ___________________ (state what they lack)my company provides _______________ (state what you give them)that benefits them by ________________ (state the primary benefit)so they can ____________________________ (state the positive outcome)

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For nonprofit development officers

who want or need an impressive, eco-friendly event look within a limited budget

my company provides eco-friendly, professional, affordable styling options

that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors

so they can create a high-quality perception to get more donations within budget.

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1) Be specific. Be precise. 2) Multiple target markets? Multiple brand statements. 3) Tailor the outcome to show exactly how you help.4) The brand statement is your core messaging.

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1. Online: SBA Office of Entrepreneurship Educationhttps://www.sba.gov/offices/headquarters/oee/resources/2836

2. Michigan SBDC http://sbdcmichigan.org/our-services/

2. Michigan Public Librarieshttp://www.publiclibraries.com/michigan.htm

4. Surveys: Online (such as SurveyMonkey) or in person

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Question #1: B2B or B2C?

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Build Your Demographic – B2BIndustryMissionCompany SizeRoleTheir Target MarketCompany CultureOther Key Attributes

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Build Your Demographic – B2CGenderAgeRelationshipsCultureReligionLanguageOther Key Attributes

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Comfort /

Pleasure

Cause

Affiliation*

Profit /

Gain

Preventing

Loss

BelongingAvoidance

of Pain

Pride /

Prestige

What is your target market’s pain point?

• B2B – Motivated by economic factors: some combination of Profit / Gain, Preventing Loss, and Cause Affiliation

• B2C – Could be motivated by any combination

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The Problem You Solve: _________________________________________ Buyer Motivation: _________________________________________ Emotional Appeal? Yes / NoWhich Emotion?: _________________________________________

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The Problem You Solve: Creating a customized, eco-friendly weddingBuyer Motivation: Pride/Prestige, Comfort/PleasureEmotional Appeal? YesWhich Emotion?: Pride, Happiness

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SERIF

Formal

Traditional

Respectable

Reliable

Authoritative

Good for print –

body of content

SANS SERIF

UniversalSimpleStableClean

Good for web –body of content

Script

FeminineFancyElegantCreative

Good for invitations

DISPLAY / DECORATIVE

EXPRESSIVEAMUSINGUNIQUEBOLDMEMORABLE

Good for headlines

MODERN

COOL

DISTINCT

PROGRESSIVE

STYLISH

Good for

niche markets

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Order, logic, security

Energy, power, masculinity

Connection, community, femininity

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GeographyInternationalNationalRegional/ProvincialCity/CountyNeighborhood

Spending Their TimeOffice, SchoolHomeSocial mediaCurrent EventsMagazines, NewsStoresExclusive Clubs / Groups

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NewslettersMailSocial MediaBulletin BoardsGroupsAdvertisements, BrochuresMember Discounts

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1. Be where the people are. Often.

2. Listen

3. Create Goodwill

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It takes at least 7 touches to……convert a “lead” into a sale. …build trust!

Byproducts:Recency IllusionReferrals

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1. Businesses from other industries with a similar target market.2. Local businesses with similar traffic.3. Businesses in the same industry with which a mutual

agreement can be made for outsourcing or overflow business.

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Tuesday, March 21: Building Your Online Marketing Strategy

And check out the replays of:How to Develop Your Brand

Smart Principles of Marketing Messaging

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