Make Marketing Work

I offer the most cost-effective, longest lasting thing you can do to drive more awareness, more leads, and increase your win rate:

The Unfair Advantage™

My Unfair Advantage™ program ensures that you deliver compelling messages to the right people in a way that is specific, engaging, and memorable, and that drives them to engage with sales.

My process consists of three parts:

Business strategy and planning mind map drawn on blackboard
Game,Strategy,Drawn,With,White,Chalk,On,A,Blackboard.
Speaker,Giving,A,Talk,On,Corporate,Business,Conference.,Audience,At

The Message Map

We begin with the basics – a Message Map.

  • Interviews and surveys with your customers and staff.
  • Won/Loss Analysis – Interviews with customers and lost prospects
  • Research into your competitors’ positioning
  • Working Session – Review of all interview and survey data and generation of messages for each buyer role (decision makers, gatekeepers, recommenders)

The Result: A messaging foundation that guides and informs all of your market-facing content. It delivers a set of messages that better attracts your customers’ attention and starts them off with a clear understanding of your unique advantages, and re-enforces this consistently during the selling process.

Once complete, this becomes marketing’s guide for the messaging they will use to drive demand generation. Once your selling process begins, the Message Map also provides sales with an effective and well-defined set of responses to key objections or concerns that’s consistent with all of your customer-facing messaging.

For more on the Message Map process, click here.

Strategic Content Plan

Once we know what we need to say to whom, and about what, we must now must plan our content production to include buyer stages, and express it in a clear, compelling, and memorable way. Not just a statement of facts, but a message that incorporates enough emotion and importance that it’s impossible to ignore.

Your content must cover three critical stages:

  1. AWARENESS AND INTEREST – “We understand you and your problem, and we solve it in this unique and better way.”

We are establishing curiosity about your claimed benefit.

  1. UNDERSTANDING AND BELIEF – “Here is exactly how we what we claim, and here are people just like you who were successful using our product.”

We are substantiating your claim by proving it.

  1. DESIRE AND ACTION – “Here is how the product would work in your specific circumstance and environment, how it’s implemented, how we support it, and what it costs.”

We are defining specific expectations of success.

I work directly with your team to create a detailed description of specific pieces of well-coordinated content designed to drive prospects along this path into a sales engagement. This includes coaching them trhough the process of making the content specific, engaging, and memorable.

For more on the Content Plan and the three key stages, click here.

Tactical Content Plan

Once we have the detailed descriptions from our Strategic Content Plan (above), I work with your marketing team to create: 

  • A calendar, along with associated milestones and deliverables, that tells us when and how each piece will be produced, how it will be implemented.
  • A testing regimen that allows us to evaluate the effectiveness of each version of the key pieces we described in our Strategic Content Plan.
  • A set of hours to provide your team ongoing guidance on all content production and implementation.
  • A 60 Day evaluation effort that measures the effectiveness of your messaging foundation. 

For more about Implementation and Management, click here.