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Finding the Voice of Your
Business
Ted Wallingford
Mitch Slater
CustomersBusinesses Need
What You Say
How You Say It
Where You Say It
All Day
Matters
Bang on Your
Drum
More than Just
Brand
Offering Value
Generating Business
Finding Congruence
Congruence
Message
Messenger
Product or Service
First Movement
Finding Your Groove
CustomersIt’s all about the
What’s in it for them?
What can you do for them?
What do they value?
NOT
Features
Functions
Bells
Whistles
Greatness
Focus on Them
Secret Sauce
Asking Questions
Interviews
How Did We Do?
Focus Groups
Observation
Finding Your
Online Dialogue
Something for
Everybody
Feedback
More Listening
Less
Second Movement
It’s Your Song
Better
Faster
Cheaper
Second that
Emotion
Write Your Song
Verse:Verse: Your StoryYour Story
Chorus:Chorus: Your Key Value PointsYour Key Value Points
Bridge:Bridge:...
Lyrics
Own Your Category
Add Value
Speak on their Terms
Polarize
Choose Wisely
Third Movement
Your Instruments
Effect
Choose for Effect
Mass and Macro
Community
Individual Empowerment
Business Intelligence
Community
Engagement
Buzz
Transparent Business
Familiarity
Your Instruments
Social Media
Facebook
LinkedIn
MySpace
Twitter
Digg
Delicious
tumblr
Flickr
YouTube
Traditional
Websites
...
VAT19
Fourth Movement
Tune Up
Get Ready to Jam
Book the Venue
Venue
Strengths
Limitations
Audience
Point of View
DIY
Budget
The Foundation
Website
Orchestration
Website
Collateral
Embellishment
Website
Collateral
Communication
Embellishment
Website
Collateral
Communication
Email
Embellishment
Website
Collateral
Communication
Email Ads
Embellishment
Website
Collateral
Communication
Email
Social
Media
Ads
Embellishment
Website
Collateral
Communication
Email
Social
Media
Ads Direct
Hit It
1. Experience your Customer
2. Begin the Dialogue
3. Speak Like Your Customer
Finding the Voice of Your
Business
Ted Wallingford
Ted@btstrategy.com
440.471.0344 ext 101
Mitch Slater
Mitch@visinno.com
...
Finding the Voice of Your Business - COSE Small Business Conference 2010
Finding the Voice of Your Business - COSE Small Business Conference 2010
Finding the Voice of Your Business - COSE Small Business Conference 2010
Finding the Voice of Your Business - COSE Small Business Conference 2010
Finding the Voice of Your Business - COSE Small Business Conference 2010
Finding the Voice of Your Business - COSE Small Business Conference 2010
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Finding the Voice of Your Business - COSE Small Business Conference 2010

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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.

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Finding the Voice of Your Business - COSE Small Business Conference 2010

  1. 1. Finding the Voice of Your Business Ted Wallingford Mitch Slater
  2. 2. CustomersBusinesses Need What You Say How You Say It Where You Say It All Day Matters Bang on Your Drum
  3. 3. More than Just Brand Offering Value Generating Business Finding Congruence
  4. 4. Congruence Message Messenger Product or Service
  5. 5. First Movement Finding Your Groove
  6. 6. CustomersIt’s all about the What’s in it for them? What can you do for them? What do they value?
  7. 7. NOT Features Functions Bells Whistles Greatness Focus on Them
  8. 8. Secret Sauce Asking Questions Interviews How Did We Do? Focus Groups Observation Finding Your
  9. 9. Online Dialogue
  10. 10. Something for Everybody
  11. 11. Feedback
  12. 12. More Listening Less
  13. 13. Second Movement It’s Your Song Better Faster Cheaper
  14. 14. Second that Emotion
  15. 15. Write Your Song Verse:Verse: Your StoryYour Story Chorus:Chorus: Your Key Value PointsYour Key Value Points Bridge:Bridge: Your Secret SauceYour Secret Sauce
  16. 16. Lyrics Own Your Category Add Value Speak on their Terms Polarize
  17. 17. Choose Wisely Third Movement Your Instruments
  18. 18. Effect Choose for Effect Mass and Macro Community Individual Empowerment Business Intelligence
  19. 19. Community Engagement Buzz Transparent Business Familiarity
  20. 20. Your Instruments Social Media Facebook LinkedIn MySpace Twitter Digg Delicious tumblr Flickr YouTube Traditional Websites Email Collateral PR Events Advertising Direct Media
  21. 21. VAT19
  22. 22. Fourth Movement Tune Up Get Ready to Jam
  23. 23. Book the Venue Venue Strengths Limitations Audience Point of View DIY Budget
  24. 24. The Foundation Website
  25. 25. Orchestration Website Collateral
  26. 26. Embellishment Website Collateral Communication
  27. 27. Embellishment Website Collateral Communication Email
  28. 28. Embellishment Website Collateral Communication Email Ads
  29. 29. Embellishment Website Collateral Communication Email Social Media Ads
  30. 30. Embellishment Website Collateral Communication Email Social Media Ads Direct
  31. 31. Hit It 1. Experience your Customer 2. Begin the Dialogue 3. Speak Like Your Customer
  32. 32. Finding the Voice of Your Business Ted Wallingford Ted@btstrategy.com 440.471.0344 ext 101 Mitch Slater Mitch@visinno.com 216.225.0589

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