GSI US M2 Market Message Media Match Template

TEMPLATE

MARKET MESSAGE MEDIA MATCH ULTIMATE SPEAKER 1 Copyright 2017 Global Success Institute

MARKET MESSAGE MEDIA When we go to market ourselves and what we offer, we must think of three crucial elements in our marketing.

1. Market 2. Message 3. Media

1. MARKET We can’t decide we’re going to go into business unless the business we’re in can be profitable. To ensure profitability, we must go where the market is.

We don’t create a market. We go where the market is.

What’s the most important element for starting a restaurant?

The food?

The staff?

The location?

The music and feel of the place?

It’s to build it where there’s a hungry crowd.

You want to set up your speaker business right in a busy thoroughfare of people who are passionate, devoted and crazy about your topic.

They must be willing to spend money.

We can’t say we have a product we think is great, and people really ‘need’ it. ‘Need’ doesn’t ensure people will buy your product.

You want them to be passionate, willing to invest… repeatedly.

You want them to be passionate, willing to invest repeatedly, and have a specific problem they want solved.

You want all of this, and ideally, they’ve already spent money in the area you’re in. You’re not their first investment.

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2. MESSAGE You want to deliver a marketing message and have a product that is exactly aligned with helping them solve the problems they perceive are important to solve.

You may know they need help with marketing. But if your market believes they need help and want help with their self-esteem, that’s where the sales are.

You may know they need help with their culture. But if your market believes they need help and want help with sales, that’s where the sales are.

You must go to market with the message that reflects what’s on the mind of your market.

What you think they need will never win over what they want.

Your focus must be on them, not you. And on what they want, and not what you think they need.

3. MEDIA When you go to market with your message, ensure the media vehicle you use to deliver the message is a match for where they hang out.

You don’t advertise on FB if they’re all on Insta.

You don’t advertise in the newspaper if they’re on FB. You use the delivery vehicle for your message that is going to reach them.

If they prefer to read, you write a PDF. If they prefer videos, you video.

You deliver your message in a way they want to consume it.

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MATCH

MEDIA

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ULTIMATE SPEAKER

Edition 1 | Version 1 | August 2017 Published by Global Success Institute

Copyright 2017 Š Global Success Institute All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by information storage and retrieval system without permission in writing from the publisher.

In some instances, people or companies portrayed in this book are illustrative examples based on the author’s experiences, but they are not intended to represent a particular person or organisation.

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