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SiteShapers
Web sites that build business

"I'm too busy."
"We have no competition."
"We're not ready for this marketing stuff, we just need a little help with our advertising."
"Tell you the truth, I don't know how this company ever sells anything."
"This 800 number is just a pain... it rings all the time!"

Creative expertise is critical to the development of your company's marketing communications program. You must target customers and make them aware of the value of your products and services. Successful companies, like General Electric, IBM, General Motors, and Proctor & Gamble depend more on their market positioning strategies than on the development of new products. A strong position begins with effective marketing communications. Before you develop any message, whether it be a news release, brochure, advertisement, Web site, or even a customer letter, consider the following questions:

1. What am I trying to accomplish? What are my marketing goals and objectives? What are my sales objectives by product line? What is the image of my company? What do I want it to be?

2. What are the real distinguishing advantages that I have over my competition? What kinds of benefits really make my customers stand up and take notice? Is my product or service providing a solution for the user? How can I communicate this best?

3. What are the drawbacks of my product or service? How do potential customers view my weaknesses?

4. Has an ideal customer profile been built? Who are my target customers? Who are the decision makers? Who influences the purchase? Who can take the most advantage of my products? What is their level of knowledge about my product? What problems do they want to solve? How do they solve them now?

5. What do your competitors do that makes them successful? How do they communicate with their customers? Does their product line offer features, advantages and benefits that you don't? What is their pricing level compared to yours? What sales channels do they use?

Only after these questions are answered, can you begin to think about the message you will convey, and the tactics you will use.

SiteShapers is an EMG Company  4070 Goldfinch St   Suite D  San Diego, CA 92103  USA (619) 231-6907   FAX: (619) 231-7061   E-mail: inquiry@siteshapers.com