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Articulate Powerful Ideas
How do we establish memorable concepts that speak to the problems buyers have?
How do you clearly speak to your buyers in a way they
immediately "get it"?
What are your buyers looking for?
What do you want your buyers to believe?
Articulating powerful ideas is not about creating a "catchy slogan" or hiring an expensive ad agency to "make it sexy". It is knowing what you want your buyers to believe. And, knowing what your buyers are looking for.
How do organization know if they are articulating powerful ideas? They ask questions and analyze the answers.
- Do potential buyers see your product as a solution that solves their problem?
- Can you describe what your product does in one or two sentences (in terms of problem and solution)?
- Can your Sales, Marketing, Product Management and Customer Service, independently, describe the product in the same way?
Unlike most advertising, articulating powerful ideas starts with your buyer's problems (not your goals for the product). For example:
“1,000 songs in your pocket” Apple iPod
“When it absolutely, positively, has to get there overnight” FedEx
Go to Step 6...Establish Authentic Connections
If you would like to learn more about articulating powerful ideas, please contact us.
