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Describe Your Business In One Sentence Marketing Articles | May 28, 2010

A useful fill-in-the-blank method for getting clear on your business, a niche, a product or service, creating a theme and positioning statement for your business.



Marketing expert and author John Tavares Jersey , Geoffrey Moore, has a useful
fill-in-the-blank method for creating a theme and
positioning statement for your business.? I prefer to use
his same system for creating clarity for myself in what I'm
selling, creating an elevator or introduction speech, and
also material for my website, brochures and business card.


Using this same method for each niche I have also keeps me
focused and on target for where I am going and what comes
first.? I know it will do the same for you.? As a public
speaker, I also like to use the same exercise to create a
one-line message for each workshop or engagement.? This
way the participants and I start from the same page.? I like to
say it provides the tree trunk that all the branches stem
from.


This exercise is designed to be simple and achievable in 15
minutes.?? However Auston Matthews Jersey , if this seems somewhat daunting, see if
your beliefs are still in the clouds of wanting to deliver
too much to too many to soon.? If this is the case, there is
a great book I recommend that will support you in narrowing
down:? Niche and Grow Rich, by Jennifer and Peter Sander.
This book will support you understanding the market place
you want to enter and in narrowing your thoughts.


Exercise


For ___________________________
(Hints:? Who is your target customer, your niche?? Is there
a geographic relevance?? If so, add it.? Examples:? Seniors Mitchell Marner Jersey ,
women business owners, teens between 13 and 18.? If a
specific geographic area:? Writers in the Washington DC
metro area.)


Who ___________________________
(Hints:? This is where you qualify your target customer and
time of need.? Examples:? Who are obese.? Who are 62 and
older.? Who own a business.? Who are in high school and take
music.)


Our productservice is ____________________________
(Hints:? What is your product or the service?? Our product
is a line of workshops.? Our service is training.? Our
service is executive coaching.? Our service is training or
engineering or accounting.)


That provides ______________________________
(Hints:? What are your key features of this productservice?
What are the major benefits of this product or service?
What are the tradeoffs?? That provides shortcuts (software
training) at a discountpremium price.? That contains no
chemicals.?? That contains no hidden costs.? That contains
no markups.? That contains life support.)


Unlike ____________________________________
(Hints:? Who are your competitors?? What are the products
not serving the needs of this particular niche?? Unlike
other retail sellers, which have....? Unlike store-bought
goods, these....? Unlike other coaches....? Unlike other
workshops....)


Our productservice _______________________________
(Hints:? Your productservice serves this niche by doing
what?? Our productservice helps this group increase their
personal leadership skills.? Our productservice helps this
group overcome....? Our productservice helps this group
reap the rewards of....


Taking This Forward


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