Want to get started with a marketing program? Start with the basics and work your way up!

1. Key Themes and Messages Communications 101

2. Mission/Proposition Keep this brief – less than 10 words if possible. This is very important to your executive committee … they will want to know what you think.

3. Vision How are you going to ACTIVATE your mission? Again, keep it brief.

4. Message What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

5. Client needs … What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

6. I am looking for … A partner who: Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4. Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points. Point 2 –There is always more than one point of pain … Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

7. Why You? Why You?: A partner who: Don’t forget social media and the changing landscape of marketing. Include and value add, unique selling points etc. Make sure you use an emotive form of language that addresses your brand promise. How does your company fit the bill at each point? Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4. Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points. Point 2 –There is always more than one point of pain … Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message: