Campaign Strategy Questionnaire
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This is not a black box solution. In order to be successful in any sales endeavor, you must determine your target audience, develop your value proposition and unique selling position, and tell a story that will resonate with your target audience and compel them to engage with you.
You have a story and body of experience that is uniquely yours and creates amazing value for your best clients. Your content strategist will help you bring it to light and attract those who will benefit most from working with you.
We look forward to helping you change the way you do business and perhaps even. . . dare we say it. . . change your life!
Complete company address:
Usually applies to professionals in the legal, medical, accounting, and financial services/investment industries.
What are your company’s:
When I get on the phone with a new client, the first things I ask are; Who is your target audience? What is your value proposition? Why are you different from your competitors?
More often than not, I get; "My target audience is everybody" my niche is “insert generic service I provide here” and I really care about my clients.
● If it is a financial advisor they say, “I help my client plan for
● If it is a real estate agent they say, “I help people buy and sell their
● If it is an insurance agent they say, "I help my customers protect their assets”.
And all of them have years of experience, letters behind their title, and love their clients.
You are essentially telling your prospective client that you are the same mediocre mess as everyone else and there is no reason to choose you over them. We will not let that happen to you!
Other ways to frame this question are "What is your target market or market niche? We use the words target audience because its important to remember that you must communicate your value to real human beings in real conversations, in terms that resonate uniquely with them. We can communicate your value to a large group (audience), but each individual must feel like you are addressing him/her personally. In order to do that you must have something in common with your target audience. You can acquire that affinity in many different ways and many books have been written on the subject. For our purpose, we suggest that you draw on the most common source and that is your personal experience. Military background? Hobbies? Horses? Golf? Pilot? CEO? Manufacturing? Oil? Energy? The list is endless. DO NOT FALL INTO THE TRAP OF BELIEVING THAT CHOOSING A NICHE MARKET OR TARGET AUDIENCE LIMITS YOUR OPPORTUNITIES! If you try to be all things to all people, you will be nothing to anybody.
This could also read . . .What pain point do you soothe? What need to you fill? What desire do you satisfy? Everyone, no matter how analytical they think they are, makes buying decisions at an emotional level. In order to make an emotional connection that leads to a buying decision, we must expose a nerve to generate interest in what you are offering.
Answers to these questions will be used to craft a story that will uniquely position you as the goto person to solve your target audience's problem or satisfy their need. This will magically happen in about four paragraphs and five hundred words or less. Brevity is critical in an environment where attention spans are limited to 30-second videos and sound bites. You may be surprised (and maybe disappointed) to learn that your LinkedIn profile summary should be mostly about your prospect and their problems and less about you. The answer to "Who are you?" should be short, should re-enforce the affinity you share with your target audience, and identify one core value that you bring to the table. This is the single, most important take-away that you want them to remember you for.
Here is where you get to expand a bit on your competitive advantage. You want to re-enforce the "Who are you?" above and add "power" points that differentiate you from your competition. Following is an example; "Other firms are only interested in managing the proceeds of a sale.
We focus on our client's personal objectives for transition planning and have a much better understanding of the client by the time an actual transaction occurs.
This is where you add color and detail to the competitive advantage you described above. "We prepare future generations to run the enterprise. We integrate family and estate planning, ensure a clean set of books and records, enhance value of the transaction to the family, and finally, . . execute the transaction."
This is where you describe the emotional benefit of working with you. It is the resolution of question #2 "What problem do you fix?" "We also offer on-going family office services to give you and your family time to enjoy the fruits of your labor with confidence."
Every campaign will likely have several calls to action, that is very specific instructions about what to do next. Depending on your unique campaign strategy, it might be schedule an appointment, download a document, watch a video, click on a link, or join a discussion group. Your content strategist will help you devise a plan that works for you.