The document outlines key elements of an effective marketing strategy for entrepreneurs:
1) Understanding the target customer by defining their characteristics and pain points.
2) Establishing a clear point of view for the product or service.
3) Focusing on tangible results that will be delivered to customers.
4) Leveraging the power of storytelling to engage customers emotionally.
7. Feature
This car has 6 side-impact bags.
Benefit
Air bags provide protection from impact.
Result
“We survived what should have been a fatal
accident.”
8. We survived.Feature: Has 6 side-impact airbags
http://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg
11. Feature
This car has 6 side-impact bags.
Benefit
Air bags provide protection from impact.
Result
“We survived what should have been a fatal
accident.”
35. Mad Lib
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
new product category
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
three characteristics of your target market
36. Mad Lib
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
new product category
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
three characteristics of your target market
37. Mad Lib
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
product category
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
three characteristics of your target market
38. Mad Lib
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
three characteristics of your target market
product category
39. Mad Lib
For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
solve a specific pain
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
three characteristics of your target market
product category
40. For ___________________________
Who need to ____________________
We offer _______________________
That provides ____________________
Unlike _________________________
We have ________________________
three characteristics of your target market
solve a specific pain
key breakthrough over current way
competitors
differentiator
adapted from Geoffrey Moore,“Crossing the Chasm”
product category
41.
42. Marketing Strategy for Entrepreneurs
Erin Liman
Product Strategist
Innovation is Social
@liman