Testing Your Position

Now you want to put your potential “positions” through a test. Ask following three questions of each potential position.

•Is this position truly unique for your customer? •Is position valuable to your customer? •Is position easily communicated to your customer?

If you cannot honestly answer “Yes”, “Yes”, “Yes” with each of your potential positions, you must reexamine positions you are considering. If position is not unique, not important to customer and cannot be communicated to customer, it will never be a powerful marketing message. Continue this exercise until you find a position that passes three question test.

Write Your Marketing Message

Now write your marketing message in 60 words of less. Your marketing message is going to be 2-3 sentences long, 20-30 words per sentence. It should indicate how you are different. It should indicate benefits for your customer—what’s in it for them? It should have attention getting power—to create a reaction from customer. Keep writing it until it makes sense to you. Then bounce it off your friends to get more input. This message will now become foundation of your marketing efforts.

Conclusion

You have a second chance to realizing your original dream. You have more experience now than when you first started. Use your experience to complete this exercise. You will produce a marketing message that is clear and powerful because it says exactly how you stand out from your competitors and why a customer should buy your product or service. For a special report that shows how all five critical pieces work together to get you more customers for your business, send an email to al@hanzal.com. I will send a copy of report to you. Or click on www.innovativesellingskillsforsmallbusiness.com.

Copyright Al Hanzal, 2004. All Rights Reserved

7. Create an e-zine just for people who participate in your online community. Allow them to subscribe for free. When they receive each issue, it will remind them to come back and participate in your community.

8. You (the owner of online community) should participate regularly. Post information that will benefit other people. This will show them you care about your online community members.

9. Have plenty of people to monitor your online community. They could remove postings that turn away people like profanity, spam and other off- subject postings.

10. Your online community should contain user friendly features, like a search option for archived discussions, easy posting or chatting options, email updates or digests, etc.

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