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Your Competition
1. What is competition for your products and services? (brand/company/market share) 2. How does your product stand in relation to competitors? 3. Which competitors pose greatest threat? Why? 4. Are there important differences between your products and services, and those of competition? 5. How do your competitors differ in their advertising and marketing strategies? Price? 6. Have all possible brand positions been covered, or is there a unique niche for your product? 7. What is size of overall market in units and dollars?
Your Target Market
1. Who will buy your products and services? (demographics) 2. Who influences buying? 3. Who will actually be using your products and services? 4. Who are heavy users of your products and services? 5. Why would someone choose not to buy your products and services? (price, lack of awareness, etc.) 6. What kind of emotional sell would motivate someone to buy your products and services? (prestige, security, etc.)
Finally, ask yourself again:
1. What are you selling?
2. What is unique about what you sell -- or how you sell it? What do you offer that your competition doesn't?
3. How can you describe answers to above questions in one tight, persuasive line?
Your objective should be to establish your business as a lighthouse beacon sweeping across darkness of Internet. You are expert in your field ready and waiting to solve your customer's problems. You have all right solutions, and your success will be theirs, too. Clarify who you are first, and every marketing step you make from now on will be targeted like a laser beam.
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Scott Smith is founder of Copywriting.net. Scott's experience as a print, video and online copywriter covers more than three dozen industries, with businesses ranging in size from one-person shops to multi-national corporations in Africa, Asia, Europe and extensively throughout North America. His articles on marketing have appeared in over one hundred online and print publications including ComputerEdge, Internet Day and Sales & Marketing Executive Report.