Crafting a Targeted Proposition to Engage Your Audience Effectively
Tailor your brand's message to resonate with your specific audience, delivering both rational and emotional benefits. Define your offering's features, advantages, and benefits to stand out. Create a message matrix that fosters empathy, prompts action, and showcases what your brand can do for your audience. Understand your business at a glance, focusing on arenas, staging, vehicles, differentiators, and economic logic. Journey through stages of audience engagement, from knowing to believing, strategizing how to meet objectives and overcome barriers along the way.
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Presentation Transcript
Targeted Proposition Who is our target audience? What are their goals? What will the brand deliver? Text Text Text Targeted proposition To (insert target audience): who (insert wants & needs): brand (insert name): delivers (insert rational &/or emotional benefits):
Offering Profile Offering: Features - What are the descriptive attributes or facts of the offering? Advantages What differentiates the offering from competitors? Benefits What are the positive outcomes for the customer? Text Text Text
Message Matrix Empathy - What do we understand about this audience? Action How do we want this audience to respond? Offer What will we do for this audience? Text Text Text
Business-at-a-Glance 1. ARENAS: What and where Text 4. STAGING: The speed and sequence of move 2. VEHICLES: How we will get there Text Text 5. ECONOMIC LOGIC: Revenue Text 3. DIFFERENTIATORS: How we will stand out Text
Journey Stages KNOW UNDERSTAND BELIEVE CHAMPION Audience Objectives What do we need to accomplish? Strategies How will we meet the objectives? Tactics What activities are required? Barriers What is standing in the way of the brand?
Journey Stages KNOW Audience Text Text Objectives What do we need to accomplish? Text Strategies How will we meet the objectives? Text Tactics What activities are required? Text Barriers What is standing in the way of the brand?
Journey Stages UNDERSTAND Audience Text Text Objectives What do we need to accomplish? Text Strategies How will we meet the objectives? Text Tactics What activities are required? Text Barriers What is standing in the way of the brand?
Journey Stages BELIEVE Audience Text Text Objectives What do we need to accomplish? Text Strategies How will we meet the objectives? Text Tactics What activities are required? Text Barriers What is standing in the way of the brand?
Journey Stages CHAMPION Audience Text Text Objectives What do we need to accomplish? Text Strategies How will we meet the objectives? Text Tactics What activities are required? Text Barriers What is standing in the way of the brand?
