Marketing and Messaging Series

This course is three sessions, once a week.

Session 1: Feb 23, 6-8pm Identifying your Ideal Client to Attract New Customers

Need more customers? This class will help you to get to know your ideal customer better. Learn what motivates your customer to make a purchase. Learn to craft a message that speaks directly to the problems and needs your customer has.

In this class we will:

1. Identify the difference between what you know about your customer and what you need to understand
2. Build a customer profile that identifies your customers demographic, social, psychographic, lifestyle, hobbies, media consumption and technical habits.
3. Identify your customers key buying motivations
4. Write out a customer profile.

Session 2: March 2, 6-8pm Developing your Brand Story

Hooking a customer and making them a loyal fan requires getting them excited about your brand. Clearly being able to communicate your brands value to the customer and how you can solve their problems is an important part of getting new customers. This class will help you to write a compelling message for your brand. You will be able to use this message on all of your marketing collateral from websites to post cards to build a clear memorable message.

In this class we will:

1. Write your brands mission statement
2. Identify the 3 key characteristics that makes your brand unique
3. Identify the 3 Critical actions that your team must do daily to accomplish your brand mission
4. Write your Brand One-Liner (Elevator Pitch)
5. Write your Brand Story

Session 3: March 9, 6-8pm What to say on your website?

The average website visit is less than 15 seconds. You have 15 seconds to hook your reader and make them curious enough about your brand that they are willing to stay on your page and learn more. This class will help you properly set up your website to keep customers on your site.

In this class we will:

1. Outline what information belongs on your website and the proper order the customer needs to see it in
2. Create a message that hooks your reader and keeps them on your page
3. Identify how to tell your brand story and demonstrate your value to the customer
4. Identify when and how to build credibility on the page.
5. Discuss how to capture leads and create action on your page.

Instructor: Susan Wilcox