How are you doing with your marketing?
The only real way to know if you need marketing help is to score yourself as objectively as possible in each of the Five P’s of Service Business Marketing: Positioning, Packaging, Promotion, Persuasion, Performance.
This Marketing ScoreCard is designed to help you understand exactly where you are with your marketing. What’s working, what’s not working and where do you need to pay the most attention to improve your marketing?
Score yourself from 0 to 5 for each statement below. Just put your score in the area to the right and then add up each of your totals. This is 1 of 5 mini scorecards, so stay tuned for the next one tomorrow.
A Note About the ScoreCard. The areas on the ScoreCard are all action-oriented items. They are the things you need to be, do and have for powerful marketing. My experience has proven that improving any of these areas can have a major impact on your marketing effectiveness. The trick is knowing what to improve and how to improve it.
Positioning
Target/Problem. I know who my clients are, where they are and what problems, issues and challenges they are facing. (Audio Logo or elevator pitch).
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Ultimate Outcome. I have a clearly articulated outcome statement for my business that tells what my clients get when they use my services.
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Value. I have outlined a number of specific client-centered benefits that my clients receive when they use my services and that answer the question, “What’s in it for me?”.
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Uniqueness. I have a Unique Competitive Advantage that explains why I am different than my competition and what that means to my clients.
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Proof. I have a number of client success stories, both written and verbal, that I can employ to prove that I am able to deliver the outcomes and value that I promise.
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Positioning Sub Total – A low score in this area indicates that you are not communicating clearly about your value. People are likely not showing interest in your services when you talk about what you do. If you ask your friends what you do, most of them won’t be able to communicate it clearly.
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If you’d like to boost your positioning knowledge here are some of my favorite reads on the subject to help you:
Purple Cow – Transform Your Business by Being Remarkable by Seth Godin
BRAG! – The Art of Tooting Your Own Horn Without Blowing It by Peggy Klaus
Stay tuned in tomorrow for the score card for Packaging…
To Your Success!
Michele
