A new approach to creating a core marketing message

A while back, I mentioned I was experimenting with the story-telling approach in Cliff Atkinson's book, Beyond Bullet Points, to craft a core marketing message. (Read the previous post here.)

What I discovered (much to my delight) is that this approach is not only useful for PowerPoint presentations and marketing purposes; it's also great for outlining ebooks and special reports.

Here's an example of a new outline I'm working on for the free starter kit that I give away to folks who join my mailing list. The new starter kit is called, "The Coaching BizKit: The Smart Cookie's Guide to Getting Started".

1. Setting: Where am I & when is it?
Coaches who are masterful at coaching are often baffled when it comes to marketing.

2. Role: Who am I in this setting?
You want to know how to set up your marketing system so it's manageable.

3. Point A: What challenge do I face?
You're unclear how all the pieces fit together.

4. Point B: Where do I want to be?
You'd like to be clear about how the pieces fit together.

5. Call to Action: How do I get from Point A to Point B?
Build a complete marketing system in three stages:

• Stage 1: Choose a profitable niche-focused business model.
• Stage 2: Design your signature coaching program.
• Stage 3: Set up and activate your sales funnel.

(Each stage is explained in more detail in the starter kit.)

The structure from Atkinson's book was very helpful, although I wouldn't say the process seemed easy – but I think that was more about getting clear about the content rather than anything to do with the template itself. Now that it's out of my head and onto paper (well, onto the screen anyway), I'm feeling much more jazzed about writing the new starter kit. Woo hoo!

Just have to add a note: Doing this exercise made me realize how much better it is when you keep things simple -- and how easy it is to get lost and overly-wordy in the process of trying to "work" on a core marketing message.

When I help clients with sales copy I find myself constantly asking, "What does that really mean? What's the bottom line?" There's a fine line between compelling clarity and "blah blah blah".

Comments

[Cliff]

Hi Kathy - I'm glad that the story template was helpful - nice job on your presentation outline! You're right that it's not always easy - sometimes simplifying something can be the hardest thing you can do.