Create Brand Messages: Differentiate and Sell More

Name: Create Brand Messages: Differentiate and Sell More
Rating: 4.4 (9 reviews)

Learn to create a killer elevator pitch and key messages in 90 min; you'll increase sales by 20%, and you'll stand out!

Created byKevin Levi

Last updated 10/2017

English

English [Auto],

What you'll learn

The secret to developing a killer elevator pitch
How to uncover your top 10 key differentiators
How to develop killer key messages for your website, collateral, sales scripts...
How to craft customer value propositions that resonate with target buyers
45 places you can effectively utilize your new messaging
How to create a pocket-sized key messaging cheat sheet for all staff
Specifically how and where to work your new messages into your website
How to craft probing sales questions (based on your new messages) to get the prospect talking
How to overhaul your company's messages for greater customer conversion

Course content

4 sections • 17 lectures • 1h 29m total length

Introduction3:48
A powerful rationale for making your business stand out from the competition. A three stage brand positioning lifecycle is introduced.
Challenges Facing Today's Brands3:10
After watching the video on "challenges facing today's brands", please take an hour or two to read through this short book - "Differentiate or Diminish" - which will provide you with a level of understanding around brand messaging which will help you throughout this course. I highly recommend you take the time. It will help you greatly in getting the most value out of this course.

Segmenting your Competition1:58
Choose the right competitors for a comparative analysis, including similar and bigger rivals you lose to or could beat, such as bellwether industries, to differentiate your messaging.
Competitive Analysis Overview1:09
NOTE: This course describes the process of researching competitors on the Internet, along with pulling key messaging from one's own sales/marketing materials. It is important to understand that this intelligence-gathering process - with the goal of populating the competitive analysis - can also include interviews with your own staff, customers, partners or even prospects. Questions might include:
1. What do you see our brand as being known for? Certain solution? Certain reputation (e.g. quality products)?
2. Why did you choose our company over others? (customers or partners only)
3. Would you recommend our company to others? If so, based on what merits?
4. What challenges does our business solve for you, for your customers?
Building your Competitive Positioning/Messaging Matrix2:14
Benchmarking your Business's Current Positioning13:20
Learn to benchmark your business's current positioning using a competitive matrix, identify target buyers, business challenges, and key messages, and collect proof points from sources like websites and brochures.
Researching the Competition - Where to Look7:30
Explore how to research competitors by examining their websites, collateral, and messaging across products, customers, and positioning, using case examples from Mnemonics, candy shops, and AutoZone.
Preparing your Data for Analysis5:19
Prepare data for analysis by reading through your information, highlighting key and critical differentiators, and performing apples-to-apples competitor comparisons to sharpen your brand messaging.
Identifying Differentiating Key Insights6:04
Identify differentiating key insights by analyzing competitors in a spreadsheet, highlighting standout areas in red, and derive unique claims and proof points to shape your brand messaging.
Determining your Key Differentiators2:05

Brand Positioning Framework Overview0:55
Positioning Statement13:30
More on Positioning Statements, including Best-Practice Examples8:35
Key Messages10:45
Supporting Proof Points3:21
Use proof points from competitive analysis to back your positioning statements and key messages with data, and showcase mnemonics’ versatile recording solution and proactive automatic system monitor.
Customer Value Statements/Propositions5:56
Develop customer value propositions that translate positioning statements and key messages into concise, value-driven messages, highlighting features like 300 customization options, proactive monitoring, and multi-channel playback for customer benefits.

Requirements

Description

EVERYTHING YOU NEED TO CREATE A KILLER ELEVATOR PITCH, KEY MESSAGES AND CUSTOMER VALUE PROPS

In under 90 minutes you'll know how to craft highly differentiating messages that will boost your sales conversion 20%+!!

A good branding story can make or break your sales success. Buyers want to know "why" they should choose you over the competition, and this all comes down to differentiation. You must communicate to would-be buyers today through succinct, clear, differentiating brand messages through your website, collateral, presentations, phone scripts, etc. This course helps you assess your competition, discover your key differentiators, and walks you through the development of your own branding positioning statement, key messages and customer value propositions. By the end, you'll have a truly differentiated brand and a very unique selling proposition (USP)! No other course provides the step-by-step instructions and insight which this course does.

Who this course is for:

Business owners
Marketing leaders and teams
Anyone looking to improve their brand story
Marketing consultants wanting to learn the art of brand messaging
Entrepreneurs trying to carve a niche in a crowded industry
PR and marketing communications managers

Create Brand Messages: Differentiate and Sell More

What you'll learn

Explore related topics

Course content

Introduction: Power of Brand Differentiation2 lectures • 7min

Identify your Business's Uniqueness - Competitive Analysis Exercise8 lectures • 40min

A Brand Positioning Framework6 lectures • 43min

Using your Messages to Sell1 lecture • 1min

Requirements

Description

Who this course is for: