Before you do any marketing, conduct your own messaging strategy session by asking the following five questions:
• What are the challenges our product, service or firm can help prospects overcome?
• What are the words our prospects use to describe their challenges?
• What is our solution (using words prospects can relate to)?
• What are the specific benefits of our product, service or firm? (Use the answers above and put yourself in your prospects' shoes by asking "So what?" and "Why should I care?")
List your benefits with clear messaging targeted to each prospect.
Maribeth Kuzmeski is the founder of Red Zone Marketing, LLC. For more information, go to www.redzonemarketing.com.
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