When you are trying to communicate with an audience, remember that it’s all about them and not you.
Focus on competitive consumer benefits to make your message strong. Consider the strengths that you have to work with and really think about your target market. Who are the Ideal Prospects for your message or offering? They should be people who have a need or desire that is well-matched with what you have to offer. Then … carefully … make sure that you can answer these questions BEFORE your proceed further:
- WHO are these prospects?
- WHAT is important to them?
- HOW do they get information to make buying decisions?
- WHICH types of media or other information sources do they use and, therefore:
- WHERE will you be able to find them and speak to them?
Then also ask: WHY is your message or offering the best one to fulfill their needs? And WHY should they care about what you have to say or sell? Remember, it has to be all about them, not you, always. … Lori Martinek, Branding Expert & Author
