8. Locate them
• Where do they hang out?
• What do they read?
• What do they listen to?
• What do they search online?
• What websites to they visit?
• What associations do the belong to?
9. Understand them
• What are their timing triggers?
• What do they research first?
• What is the problem or pain?
• What are benefits to finding a solution?
10. Sketch them
• Create a profile
• Assign personas
• Images of clients
11. Talk to them
• Why did you buy/hire?
• Why do you stay?
• What do we do that other don’t?
• What frustrates you?
• What would you Google?
• Who else do you refer?
12. Strategy before tactics
• Identify your ideal client
• Define a core difference
• Connect the dots
13. Uncovering your difference
• Interview your ideal clients
• Communicate your difference
• Your talking logo
• Your positioning purpose statement
• Your core marketing message
• The elements of a brand
14. The client survey
• Interview 8-10 ideal customers
• Why did you choose us?
• What do we do that others don’t?
• Why do you refer us?
• Ask your employees
What themes emerged?
15. Communicate Your Difference
Your Talking Logo
(what do you do for a living?)
• Statement and answer
• I/we [verb] [target] [unique value]
• What do your customers want?
• What do your customers buy?
• What is the experience?
• What is the result?
16. Really, how do you do that?
• Your unique process
• Your unique product
• Your unique service
• Your unique guarantee
• Your unique packaging
• Your unique delivery
19. Differentiate - Architect
• What you do for a living
“We help contractors get paid faster”
• Supplemental statement
“Zoning adjustment compliance system”
• Positioning goal/statement
#1 Design/Build Architect
• Core marketing message
“The Contractors Architect”
20. Identity audit
• Support the elements of strategy
• Firm name and logo
• Business cards, letterhead, sales materials
• Website and online brand elements
• Do your own audit Sales Kit
• Know, Like, Trust Direct
Mail
Marketing
Kit
Marketing
Website
Elements Social
Media
Blog Email
26. The product/service mix strategy
• What’s your lead capture exchange?
• What is your free or trial offering?
• What is your starter offering?
• What is your “make it easy to switch” offering?
• What is your core offering? Bi-products?
• What are your add-ons to increase value?
• What is your “members only” offering?
• What are your strategic partner pairings?