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You can’t please everyone. That’s why having a clear understanding of your customers and prospects is an essential part of building products that they’ll love.

I’m hosting a series of webinars to help you learn more about marketing strategies and tactics. The first webinar, offered in three 90-minute sessions, is How to Conduct Customer and Prospect Interviews (register here).

Objective:

The goal of this webinar is to help you design and implement effective customer and prospect interviews.

The success of your product, marketing, sales, customer success, and go-to-market strategies depends on frequent and insightful conversations with your customers. …


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How To Create Effective Marketing Strategy Playbook

Marketing playbook consists of:

1. Customer profile

  • Pains
  • Behaviors
  • Roles in the buying process
  • Day in life
  • Current technology stack
  • Current feelings and perceptions
  • Type of problems (active, passive, latent)
  • Values (functional, business, individual, inspirational)
  • Triggers, Ability, Motivations to buy
  • Who are the influencers?
  • What do they read? Who do they follow? What newsletters do they subscribe to?

2. Brand Story

  • Big Change (Economic, Technology, Social)
  • Winners and Losers
  • Promise Land that shows your audience the ideal future
  • Enemy or what prevents the customer from reaching promise land now
  • Magic Gifts that help you address the enemy
  • Evidence that proof your point point

3. Strategic Messaging

  • Top-tier messaging (WHY, HOW…


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Writing helps organize your thoughts. It’s the process of taking abstract ideas and laying them out in a logical way. Jeff Bezos requires every executive to write a memo before each senior executive meeting at Amazon. The first 30 minutes of the meeting is spent reading all printed memos. It guarantees that everyone’s attention is focused on the issues at hand.

When the author is writing the memo, he or she is forced to figure out how to express ideas, questions, and issues with reasoning and logic. The writing process allows execs to understand issues better.

“Full sentences are harder to write,” Bezos says. “They have verbs. The paragraphs have topic sentences. There is no way to write a six-page, narratively structured memo and not have clear thinking.” …

About

Myk Pono

Marketing & Product Growth — mykpono.com — @mykpono

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