Personas, Positioning, & the Message Box November 30, 2009Posted by Mike Gospe in Integrated Marketing, Just for Campaign Managers, Marketing Persona, Messaging, Positioning.
Tags: Marketing Persona, message box, positioning statement
As 2009 winds to a close, now is a perfect time to take a few minutes to hold a team working-lunch to critique your past lead gen programs. Most of the programs that fail do so because of at least one of the following miss-steps:
- Target audience was defined too broadly
- Improper positioning failed to differentiate
- Irrelevant messaging was off topic for the targeted audience
Even minor improvements along any of these three dimensions can improve results dramatically.
Conduct a team working-lunch session
Here’s how you can critique your programs and encourage your team to rally for 2010. Grab a conference room, order some pizza, and conduct a small team working lunch centered around these three key exercises designed to help you better understand the buyer. Use the templates illustrated in this article.
- Critique a persona
- Tune the positioning statement and
- Craft the story (elevator pitch)
Together, they’ll help you deliver more relevant messaging that will successfully cut through all the clutter.