Know-How Exchange : Strategy

Here's the recipe:

1. First, define your target audience very clearly and precisely.

2. Then create a Positioning Statement that articulates the unique and compelling benefit the target audience can expect when they deal with you.

3. Then talk with a dozen people in your target audience to understand their needs, values, habits, practices, attitudes, awareness and decision-making process when they select a clearing agent. (You may want to revisit step #2 at this point.)

4. Use what you learn to prepare a detailed marketing plan.

5. Implement the plan.


You might never know if the strategy you've selected is really the best one, but at least you will begin to get some experience.

FIRST, SWITCH YOUR CAPS LOCK BUTTON OFF.

Then, explain what kind of clearing agency you're referring to and which clients you serve.