Creating a message for your niche-Part II

differentiation, Marketing, messaging, Positioning, Product Management, Sales, segmentation

As I had mentioned yesterday, creating the messages which could resonate with your market is by far one of the toughest things.

Rest of the things like identifying the demographic, identifying the Influencers, identifying the places where people congregate are all possible through various means. You can buy data, you can buy advertising space etc.

But after that creating multiple messages for that audience to test what will stick is a major effort.

That’s the reason why people who write copy get paid so massively.

One tool I have found useful, and I tell my team to use extensively is to write the autobiography of the person whom we are targeting. What is the day in the life of that person, what are her possible challenges, what are the issues she has to face everyday.

Once you start getting into the shoes of the person, automatically a lot of questions start getting thrown up, which can be modified for the medium you are using to send the message.

Another tool which I found very useful for building the messaging is one of Perry Marshall’s Swiss Army knife techniques. He likes to identify this person as above and wants you to also think in terms of the best friends of this person, the worst enemies and so on. Using this also you can quickly generate ideas, which will then need to again be modified for the respective medium you are using to send the message.

Even today I have to keep trying various options for messaging and then once, one message clicks how to improve it. If you have a creative bent of mind and like to do a lot of research its a good job to do.

Till next time.

Carpe Diem!!!

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