Imagine for a moment that you’re at a party. In walks a business acquaintance named Roberta, a personal development coach. Roberta’s an expert at conversations that get to the heart of how she helps folks. She’s approached by a third woman, who we...
To Review…the last 3 steps had you finding your own particular marketing ingredients: My customer’s # 1 problem/desire Why they haven’t been able to solve/attain it Picture of the world for them when I solve it Why I’m uniquely suited to make that...
Ingredient 2 of the Starter Recipe: Why hasn’t the Problem been Solved? Or the Desire Fulfilled? Extending the doctor metaphor, this is where you further identify the history of the problem, predicament, or pain that your target market has experienced up to now....
The challenge of crafting every marketing message (copy AND content) you’ll ever need has been distilled here into five simple questions. These questions make the task of writing copy as easy as baking bread – and tasty, too. Each step in the recipe takes the...
Take out a sheet (or 2) of paper and answer the following questions: What is the product or service I’m selling? What is it made of? (these are its features) Why was it developed? (what problems does it solve? These are the benefits) Where did it originate? When...