Finding and projecting the authentic voice of your business across social media, email marketing, web PR and traditional marketing vehicles is essential to your sales success. Mastering these is no guarantee of success without a focused plan and the right talk track grounded in your business and clearly articulating your value proposition. Learn how to communicate with maximum impact through social media, email marketing, web public relations, video, audio and more as you zero in on your target audience. We will explore the differences between reaching end consumers (B2C) and other businesses (B2B) and the best methods for reaching each group. You will find the voice of your business that expresses the value and impact that only your products and/or services can deliver in words, sounds and images that capture the attention and the wallets of your target markets.
18. Write Your Song
Verse:Verse: Your StoryYour Story
Chorus:Chorus: Your Key Value PointsYour Key Value Points
Bridge:Bridge: Your Secret SauceYour Secret Sauce
36. Hit It
1. Experience your Customer
2. Begin the Dialogue
3. Speak Like Your Customer
37.
38. Finding the Voice of Your
Business
Ted Wallingford
Ted@btstrategy.com
440.471.0344 ext 101
Mitch Slater
Mitch@visinno.com
216.225.0589
Notas do Editor
Just like your favorite songs, the best marketing messages have structure that amplifies, repeats and reinforces the emotions that drive actions
Think of it this way:
The story you are going to tell should be contained in punchy chunks – the verses. The whole story gets told across the span of the song, yet each verse makes a key point. First verse sets up the store and the rest tell it out.
The chorus is that catchy and repetitive refrain that you can’t get out of your head. Those are the key value points that you know customers yearn for and cherish. We repeat the heck out of them so that they remember them and you in the process. The chorus is THE message worth repeating and so it is.
The bridge, is that little thematic twist in the song, think of it as secret sauce or the hook that gets the listener really thinking about the chorus, that is your unique value and tees up the chorus one more time.
The takeaway here is that your message must be ordered, tell a good story, repeatedly tell them what’s in it for them all while playing on their emotions.
[Ted] Although the sales cycle varies from industry to industry and from customer to customer, repetition is the nagging motivator that drives a buying decision. If you hear something enough, you’re going to believe it. So you better be repeating YOUR message—that is, banging on your drum all day—in as many venues as possible, in person, over the phone, email, newsletters, collateral, and social media.