It’s Better to Ask than Assume.(The Power of Market Research.)

Written by Claire Cunningham


No doubt about it. Smart marketing takes finesse. Nowhere is that truism more apt than in message definition. If you want to craft a compelling message, you need to understand your prospective buyer’s motivation.

I had a boss once whose favorite saying was "Don't assume. It makes an ass out of you and me." Drove me nuts, but you know what? It stuck. It was meaningful, memorable (although corny,) and it was repeated. (A meaningful and memorable message is more likely to stick withrepparttar audience. Repetition imbeds a message inrepparttar 120842 brain.)

The communications lesson inherent in this saying is "know your audience." If you want your promise (message) to be meaningful, you need to understand what's important to prospective buyers of your product or service.

If you've been working in a particular industry or market segment for a while, you may think you know what's important. And you may be right. But why not ask and confirm your thinking? You'll get your information "straight fromrepparttar 120843 horse's mouth," and you'll avoid relying on potentially dangerous assumptions.

Creating a Good First Impression

Written by Claire Cunningham


No doubt about it, first impressions are important – whether you’re meeting a prospective mate’s family or introducing a product. What you say, how you say it, and when you say it are all critical. After all, your product’s only new once! Of course, you’ll create a product introduction communications plan, and stick to it. You know continuity works. And you’ll set aside adequate funding forrepparttar product intro. Ifrepparttar 120841 product is strategically important, this is NOT a good place for pinching pennies.

Convinced about planning and budgeting? Here are three key concepts to remember when introducing a product:

1)MESSAGE You need a central promise or message for your product introduction – one that’s meaningful and memorable. What problem(s) does your product solve? How important is each problem/solution to prospective buyers? How is your product different from and better than what your competitors offer? If you stumble on answering these questions, it’s time to do some research.

Cont'd on page 2 ==>
 
ImproveHomeLife.com © 2005
Terms of Use