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One Message Platform,
Maximum ROI

Discover how writing this one document is key 
to the highest return for the advertising buck.

The solution is a single master document.

The purpose of the master document is to be the source for facts, testimonies, 
benefits, tag lines, value statements, your unique selling proposition, 
anticipated objections – and much, much more – to use for your 
white papers, presentations, email blasts …

For all your marketing pieces.

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YES. Show me how it's done ...

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Yes.  This is the key to reaching your target audience.

This document includes the profile of your audience.  And, a series of strong, persuasive, benefit-driven selling statements about your product, service, or purchase decision.

All in the same master document.

This system creates a complete promotional information library for you and your marketing team.

It's a treasure chest that you can rely on for multiple marketing messages.

And a treasure of consistent messages across all your pieces is vital to the success of a marketing campaign.

Now, you’ll be able to guarantee it.

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You don’t have to craft
your marketing plan alone

I’ll be there.

Dear Reader,

The pressure for you to deliver various marketing documents is understood.  This indispensable, single-source system is going to relieve some of that daily pressure from you.

And place it on me.

I’m going to create a playbook you can use to write your marketing messages.

Not a generic playbook, but a thorough document specific to you.  Containing your entire marketing plan.  This will:

Dramatically increase your marketing effectiveness

Accelerate ROI expectations

Help you win the promotional battles before they begin

How?

By creating your Relevant Content Master Plan.

I’ll create it by using the CORTA planning tool.  Content that’s Optimized and Relevant for your Target Audience.

If this tool is new to you, please download my cornerstone white paper titled 3 Marketing Challenges and One Vital Solution for Wire Harness Manufacturers, Suppliers and OEMs.

It’s a quick and easy read.

That white paper is about our current marketing environment and how we need to respond accordingly.  It says:

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It’s so easy to drown in the sea of voices out there about how to operate a marketing plan.

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The CORTA philosophy is here to say that the only actions you need to take are to:

see and believe the 21st century marketing environment for what it is: a customer-centric, internet and social media driven world.  It’s simply that.

understand that marketing is never about the company, it’s about the target audience.

craft your own marketing philosophy.  Own it.  And use the CORTA planning tool to do exactly both things.

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Build upon Google’s philosophy:
Expertise, Authority, and Trust

Any person, any marketing manager can use the CORTA planning tool to create a simple, comprehensive and effective strategy.

And the ultimate goal of that strategy is that all of your documents are:

(all of your Content is) Optimized and Relevant for your Target Audience.

This way of thinking states that Relevant Content, Conversational Copywriting, and Search Optimization techniques are the smart tools to build upon Google’s ranking philosophy of Expertise, Authority, and Trust.

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Tell me again,
how do you plan to do all this??

One message:

I’m here to craft a single master marketing document – your Relevant Content Master Plan.

I’ll use the CORTA planning tool,

  • which has 5 questions that build your marketing strategy,
  • that's designed around the CORTA marketing philosophy,
  • and proves your Expertise,
  • builds your Authority,
  • and generates Trust.

THEN I’ll add:

10 new areas of depth about your products and services.

Together, the two become your Relevant Content Master Plan.

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The 10 new areas of depth plus the CORTA planning tool combine to bring your marketing strategy to life.  This becomes a precise plan to communicate with your target audience(s).

You will then have the source document that contains the company marketing strategy, all target audience information, all testimonies, all product facts, benefits, unique selling proposition statements, and more.

The content for your promotion materials will be available from a single source.

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Expand on the depth of information
about your products and services

Why not use the CORTA planning tool only as found in the white paper?  And create the plan yourself?

You can!  The white paper contains powerful information for any marketing manager or owner to create a cohesive plan.

And the tool and information in the white paper is forever free.  It’s a timely philosophy designed around our modern-day social situation.

You can certainly use the CORTA planning tool as it is.

But, I’m offering to take your marketing package to the next level.  I'll expand your message platform in a big way.  In an important way:

The Relevant Content Master Plan document will expand on the depth of information about your products and services.  And it’ll be inside and a part of your finished CORTA planning tool marketing plan.

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The CORTA planning tool by itself:

a great marketing game-plan document that you can create for your company.  It creates the solid framework of your marketing plan and how you execute that plan.

The CORTA planning tool with the Relevant Content Master Plan:

a great marketing game-plan document PLUS a complete library of consistent, detailed, benefit-driven marketing messages that I will create for your company.

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The CORTA planning tool is, by design, a document to house your entire marketing plan.  First, it helps you define the broad strokes of your marketing philosophy:

  1. Why do you have a plan?
  2. Who is your ideal customer?
  3. What are the steps in the buying cycle and which persuasive document are you going to use for each?
  4. When do you release that content?
  5. How do you execute your plan?

CORTA White Paper Image

To make your plan complete, I’ll dig much deeper for details using the 10 new areas of depth from the Relevant Content Master Plan and add that to your overall strategy.

This is how it works:

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Taking CORTA to the next level ...

Using the CORTA tool, and with your help, I'll complete your basic marketing strategy (the questions posed by the 5 bullet questions above).

I’ll interview you and key people to find answers to those questions.

Then, it’s time to take the CORTA planning tool to the next level.

I’ll gather information designed to explain the value of your product, service, or complex purchase decision.

Explaining the value of your product or service is how the Relevant Content Master Plan will seriously amplify the results of your CORTA planning tool.

The depth and added research will expose the tool’s full might.

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Let’s take a look …

Below are the 10 new areas of depth added to your plan:

Description of how your product, service or purchase decision works

Explanation of value provided by your product, service or purchase decision

Product, service or purchase decision tagline ideas

A complete list of market research facts and figures

USP – Unique selling proposition statement

ESP – Emotional selling proposition statement

Product positioning statement

Testimonials from product champions

Core message benefit statements

Core message statements that anticipate objections and overcome them

Whether you have B2B or B2C-style transactions, I’ll be flexible with these categories and design them to what makes sense for you.

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What does that look like?

Taking CORTA to the next level?  In 10 – 15 pages, I’ll combine my research and your answers for each question from the CORTA tool.  Step-by-step:

Why do you have a plan?

Tell of your larger goal for the product or service.  Be specific.  For example: “ROI of marketing to increase factory throughput.”  I need you to complete this part of the plan, but am glad to help you put it into words.

If you decide to use the CORTA tool for a smaller project, how does this fit into your marketing strategy?

The answers are important so your success is measurable.

Who (all the other steps serve this one)

Develop the profile(s) of your ideal customer(s), often called a ‘buyer persona’.

This can be:

Demographics – age education, location, and work background

Psychographics – values, attitudes, interests, and challenges

Technographics – how and where the content will likely be viewed: desktop, tablet, phone at work, in transit, at home, etc.

Keep in mind that in B2B, you may have multiple buyer personas.  The same purchase decision may need to be more benefit driven for management, more facts and statistics driven for the engineering community.

The information doesn’t have to be detailed.  It could be as simple as, “A middle-aged person that spends time designing wiring harnesses on a digital desktop nail board all day long in the Midwest.”

But, there’s no such thing as too much detail.  You can get as detailed as create an entire character bible, just like a storyboard character in a movie or a novel.

The more details you have, the more creative angles you’ll have for content.  And the deeper you’ll connect with your audience.

Give me as much information as you can, and I’ll dig and find out more. If necessary.

What

This step is defining the buying cycle(s) for your product or service.  For each product/service.  And for each separate target audience for that product or service.

Next, decide what type of content (white paper, email campaign, etc.) to use for each step in the buying cycle.

Some examples:

The B2B complex sales cycle will have a different set of documents:

Keep in mind that these philosophies are applicable to any company.  No matter if you’re writing Business-to-Business (B2B) or Business-to-Consumer (B2C).

Why? Because you’re always writing Business-to-People (B2P).

I’ll work with you to help fill in any blanks.  And I’ll supply my suggestions, if needed.

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The 10 new areas of depth are added …

At this point in the CORTA tool, the new research areas are added (found in the paragraph above: Let's take a look ...).

You’ll give me whatever information you have to these questions, and I’ll finish each category with research and more details.

These details will help describe and unveil the value of your product, service, or complex purchase decision.

When complete, this research creates a dedicated library of marketing statements about your products or services.

See the convenience of having all this information available at your fingertips:

No more stress with inconsistent voice and message from different writers

The message and benefits stay the same throughout a marketing campaign

You’ll have a complete arsenal of persuasive arrows aimed at your target

You’re the director of a strategic and strong marketing plan

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You’re under the gun to produce a sales letter by the end of the day and an e-blast campaign by the end of the week – not to mention a new landing page that’s due ASAP.

Does this scenario sound familiar?  Well, the Relevant Content Master Plan is a secret weapon.  It’ll assure you’ll mine pure informational gold.

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The final gain stages …

Now, there are two remaining steps of the CORTA tool that fine-tune your message platform.

While the other areas are building up the arsenal of information, these crucial steps build release-time and search strategies.

When

Together, we’ll do the research and make plans about the timing of the buying cycle elements.

We’ll take notes on how the customer interacts with the company during their journey through the buying cycle (or how a stakeholder interacts with the purchase decision cycle).

I’ll base that on what you know about their profile.

  • Sometimes you need to flexible when you see the signs of change:
    • When do you release the content?
    • Have you discovered anything new about the audience which would require you to adjust the timing?
    • Is it time to use a different content tool to provide more proof?
    • More trust?
    • More encouragement?

Your target audience wants you to be the solution.  They don’t want to look anywhere else.  Deliver the content accordingly!

So, if I were to complete this section on your behalf, I’d base my opinions as a second pair of eyes on what I see happening in the sales / buying cycle.

How

By using keywords.  It’s all about learning the language of your people or target audience.  And using the appropriate keywords and key phrases at the right time, in the right place, and …

in the right measure.

All your messages need to use keywords and phrases.  Or, they need to use relative words and phrases around the specific keywords.

Search engine results page rankings can be important.  But(!), writing your messages using the language of your audience – using relative language that’s natural and conversational – is how your target audience is going to find you.

Regardless of any page ranking!

As the searcher thinks, so the searcher finds.

Remember, Google only loves you when your audience loves you first!  They actually reward you more when you are continually proving that you’re connecting with your audience.

You may already have a list of keywords.  But if you don’t, I’ll supply key words and phrases for each product / service – and for each target audience.

Why keywords can be valuable

Keywords, key phrases and entire search questions can be different for each step in the sales cycle.  For example:

  • A person is interested, generally, in an automatic wire stripping machine. When they begin their research, they might search for:
    • ‘the best automatic wire stripping machine’ or
    • ‘testimonies about the XYZ wire stripping machine’
  • When they’re getting closer to actually making a purchase, they might search for
    • ‘automatic wire stripping machine reliability’ or
    • ‘list of prices for automatic wire stripping machines’

Keyword research is quite valuable for the B2B complex sales cycle.  The stakeholders and approvers will also be making these same types of searches.  You’ll need this knowledge for your presentations, white papers and emails, etc.

All the keywords and phrases that I’ll supply will be based upon your buyer personas and depth of research in the What category.

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Your finished marketing strategy

The final document, using the CORTA planning tool with the 10 new areas of depth added by the Relevant Content Master Plan, will look like this:

  • Why do you have a plan?

A statement or statements defining the broad goals for the entire company marketing plan.  Or, a specific marketing campaign.

  • Who is your ideal customer?

1 – 5 pages defining your ideal customer(s) for each target market.  This can be as simple or as complex as you want it to be.

Remember: the more details you have, the more creative angles you’ll have for content.  And the deeper you’ll connect with your audience.

  • What are the steps in the buying cycle?  Which persuasive document are you going to use for each?

6 – 10 pages that outline every conceivable marketing statement.  Plus, a snapshot of the complete buying cycle(s) of your product(s) or service(s).

This includes a usage plan for each content type (white paper, blog, case study, email autoresponder series, etc.) for each step in the buying cycle.

  • When do you release the content?

1 – 2 pages of notes about customer / stakeholder interaction with the buying cycle.  I'll enter additional suggestions from how I see the customer interacting with your company during the buying cycle.

This is a great place for you to continue adding your own notes about content release timing.  You might also see a need to add more trust or proof elements at any point.

  • How do you execute your plan?

1 – 2 pages of keyword research for each product and within each stage of the buying cycle.  The length of this is based upon the depth of the buyer persona and the information in the What category.

That’s it.  You now have a complete plan of attack for your marketing campaign.

Relevant Content Master Plan

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The equivalent of a two-day seminar

The development of CORTA and the Relevant Content Master Plan are equal to the contents of a two-day seminar.

Many two-day seminars like these have a price of $750 - $3000.  The travel, boarding, and food tab will cost another equal amount.

In fact, Forbes recently put together a list of the top “must attend” professional development conferences.  Attendance prices range from $600 all the way up to $3,250.

And some are invitation-only attendance.  Meaning even if you could afford it, you wouldn’t be allowed in without an exclusive invitation.

Also, you’d have to pay a separate amount for the video or audio from any of the sessions, which can easily run $2-400 or more.  If they’re even available.

The hassles of airports, transportation, and being away from home …

It can all add up to a few thousand dollars.

Then you have to go back to work and create a presentation.  And, you’d have to create the new program yourself from any new ideas.

Or, you’ll have to spend time convincing stakeholders that a new program or resources would be future money well-spent.

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This is worth your time ...

Because you’re receiving this information on this page, right now – at your pace, at your leisure – this is more valuable than a two-day seminar.  You’re processing the value of this as you read.

But this unique system is much more valuable than a seminar.  These are not all my ideas, this new system will exist because of you.  It's a complete custom solution designed to boost your marketing department output.

As you spend time thinking about the possibilities …

Think about how this entire project will be your brainchild.

You COULD create the plan yourself, with all the information available in this letter – and the white paper.  But you might put yourself in a no-win situation with your regular work deadlines.

Allow me.  Let me help you create a cohesive plan.

Let the value of my business writing skills complete this task. I’ll save you all that time you would have directed toward the project.

With your information, and my research and organization, I’ll deliver that treasure chest.  You’ll continue to draw marketing gems for the life of the products.

But it’s better than that: you’ll now have the template to do the same for future products, services and purchases.  You can keep this template as-is, modify or add to it over time.

This will be our brainchild, but you’ll be the one bringing this marketing prize to the company.

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How much does the
Relevant Content Master Plan cost?

$9,350.

This amount represents a 5% return for the advertising budget of a mid-sized company.

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The average return on advertisement dollar for 2017 is 1:2.87, according to Nielsen.  For every dollar spent, $2.87 is realized.  If your advertising budget is $10,000, then you’ll see $28,700 in return.  A gain of $18,700. And that’s a gain of $187,000 for the $100,000 budget of a mid-sized company.

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The 5% fee is reasonable, considering such a cohesive marketing strategy as the Relevant Content Master Plan!  And the ROI for your company will be above the average.

But it’s also reasonable for me to believe that with the actual cost of advertising figured in, the net gains will be lower.

Nielsen also says that, worldwide, the average dollar spent on advertising brings in only $0.70 of profit. For various reasons.

So, I believe the starting fee below would be more reasonable …

$9,350

$4,675. A 50% reduction.

 It's the fee I'll start with.  I want to work with you and your budget.  So when I understand your budget and the scope of your master plan, I'll give you a final quote on your project.  It will be between $4,675 and $9,350.  The majority of projects will be quoted closer to $4,675.

You, naturally, will want to pay a price that represents somewhere between:

getting a great business deal for your money, and

knowing that the price you pay matches the quality you receive

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What’s your prediction on how a comprehensive marketing strategy like this will affect sales this year?

What is the price for this service that captures the value to you and to your company?

My fee won’t come close to the revenue you’ll realize.

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YES. Tell me how I can get started ...

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An absolute win-win-win

I’ll deliver this custom, 10 – 15 page master document for a price that’s fair for both of us.

The arrangement will be an absolute win-win-win.

You receive an immensely valuable strategy playbook that will net your company ... untold amounts.  Your customers and stakeholders receive exactly what they're looking for.  And I receive work.

We’ll find the right price!  But the $4,675 figure is the starting point.  I’ll send you a quote with the final value.

You need to assess the value and imagine the possibilities.

Fill out the questionnaire, below.  I’ll give you a firm quote, within 48 hours, according to your budget and other factors regarding the volume of work.

Just know that a 50% up-front fee is required so I can begin working for you.

If you’d rather call: 480.773.3484

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Picture the value ...

Use the CORTA planning tool and the Relevant Content Master Plan to achieve maximum ROI with a single, unified marketing message platform.

As I said earlier, every battle is won before it’s ever fought.  This is no exception.  You’ll be poised to succeed beyond expectation because you diligently prepared for your writing campaign.

You had a battle plan.

It’s a simple fact.  When your customers read unclear, inconsistent or muddled marketing messages, they instinctively say “no,” and move on.

This alternative ensures the messaging in your marketing materials is very consistent and persuasive across all their marketing channels - and this is essential to creating a well-oiled marketing campaign.

This is a much more effective strategy than writing marketing materials one at a time on a “make-it-up-as-you-go” basis.

In fact, the CORTA tool and the Relevant Content Master Plan should be the first marketing communication piece you write.

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Repetition builds reputation

Use this “master messaging document” to create a wide range of high-impact materials throughout your media campaigns:

Traditional, digital, complicated-business-purchase-cycle and social.

Creating strong, targeted benefit selling statements throughout your media campaigns will be much less difficult.

And when you’re under the gun to produce a string of sales messages and different types of content, the tasks will be much less daunting.

Plus, you’re now assured of having a consistent message in your content about your products and services.  Your consistent statements will be recognized by your audience.

And your marketing claims will be accurate and substantiated with facts.

The Relevant Content Master Plan that we’ll create together is going to contain a fortress of proofs that support those facts.

No hype. No fluff.

So important for reputation.

Distributing consistent messages and strong proofs to your target audience greatly increase the chances of making a positive impact - because repetition builds reputation.

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The Relevant Content Master Plan really is the secret weapon for:

Developing strong, consistent selling statements

Creating a memorable, positive image for your product/service

Touching your target audience on an emotional level

Increasing the selling power of your marketing materials

Raising ROI to levels that meet and exceed your expectations

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Clearly, you can see the advantages of developing the Relevant Content Master Plan: how it benefits your marketing campaigns and dramatically increases your ROI.

So why not put this secret weapon to work for you?

Thanks,

Steve Cass

P.S.  There are more details of the 10 new areas of depth of the Relevant Content Master Plan below the questionnaire.  Explicit examples and tips.  All this information, plus the white paper, can create a strong and detailed marketing plan.

Call me if you’re under the gun and would like to hire me to complete this task.

YES. Start with the questionnaire below ...

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Questionnaire
(online submission form)

I have a set of questions and some information I need from you.  I’ll send you a quote within 48 hours.

Your privacy is the very first thing I thought while assembling this.  Your information and email address stays with me.  Period.

If you'd rather not transmit any of this info in an email, print the questionnaire form and then give me a call.  Or, print it anyway for your records.

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  • Go to the bottom of the input form, select the Print Page button.  The entire letter will load to be printed.
  • Select only the individual pages you wish to print.

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Fill out as much information as you can.  As you’re comfortable with.  Don’t worry about being complete.

If you don’t have the info, just give me what you can.  Or leave a field blank.

Again, don’t worry about sending me complete information.  It’s my job to do the majority of research.  I’ll do my best from there, and stay in communication with you as to what I might need.

If you’d like to review information, click here to go to the paragraph, Tell me again, how do you plan to do all this??  And read from there.

Or, Open this letter in new tab.

And remember to download the white paper for reference on CORTA, as well.

"I’m not ready for the questionnaire.  Take me back to the letter above."

Thanks,

Steve

480.773.3484

                                           

You’ll receive a quote from me in 48 hours.

Thank-you for the opportunity!

© 2018 - 2019 Wire Harness Copywriting

Details on the 10 New Areas of Depth
of the Relevant Content Master Plan

Here are some added explanations and examples that I hope are helpful.

  • Description of how your product works

To avoid confusion, your Relevant Content Master Plan must have a consistent explanation of how your product works.  If your customers read your website, e-blasts, brochure and social media posts and see four different descriptions of how your product works, you’re in trouble.

So come up with one good explanation that’s easy to follow, and use it throughout your campaign.

You can format your product description differently to fit the marketing piece you’re creating.  However, the verbiage you use to describe how your product works should always be consistent.

Focus on benefits – not just features.  This can be applied with equal effectiveness to products, services, and purchase cycle decisions.

  • Explanation of the value provided by your product or service

When you really boil it down, every product and service exists to solve a problem or to meet a need of some kind.  Too often, business marketers make the mistake of thinking the problem their product solves is so obvious, they fail to mention it in their marketing materials.  Don’t let this happen.

You know what problem your product solves or what need it meets because you live with it every day.  Your customers don’t.

So make sure your Relevant Content Master Plan includes a clear, dynamic explanation of the specific problem your product solves because you’ll want to use it in your marketing materials.

Next, take this one step further and describe how your product or service adds value to the life of those who purchase it.

Whether you’re writing business-to-business (B2B) sales copy or business-to-consumer (B2C) sales copy you’re always writing business to people (B2P).

Think about your product or service and describe how it adds value to your prospects’ lives.

How does my product, service or book:

  • Help prospects complete tasks quicker and easier?
  • Make prospects enjoy their work day more?
  • Make my customers feel more fulfilled?
  • Give prospects one less thing to worry about at night?
  • Address significant pain points common to my customers?
  • Reduce the stress level of my prospects?
  • Satisfy a curiosity of some kind?
  • Quench a need to achieve a specific emotional state?

By addressing these questions your sales copy will be more about your prospects and a little less about you.  In today’s business world, you must demonstrate that you have a clear understanding of the pain points that keep your prospects up at night.

When you show some empathy and establish that you’re in touch with the real-world problems your prospects face every day you’re in a much stronger position to tout your product or service as a solution.

  • Product tagline

Even if this is for a B2B purchase decision, you want to create a tagline that communicates the summary benefit to help sell your position.  Nothing cute, just plain fact.

Example: you’re the person in charge of persuading management that your company should purchase a wire stripping machine.  You associate the benefit tagline with the product. “XYZ machine. 60 days and it pays for itself.”

  • A complete list of market research facts and figures

When writing marketing materials for products and services, being able to substantiate your benefit claims with cold, hard facts can be very powerful.

Your Relevant Content Master Plan is the ideal place to list all the key market stats, facts and figures you need to support the great things you want to say about your product.

Your list should include, at a minimum:

  • Key statistics from any tests or trials
  • Results from studies conducted by respected business organizations
  • Patient satisfaction ratings
  • Focus group conclusions and findings

In a nutshell, this section should include all the stats and background information that pertains to any benefit claims you’ll want to make in your marketing materials.

You’ll always want to have this information at your fingertips, so you can produce materials based on honest and accurate information.

  • Unique selling proposition statement

Now you can stretch out and begin to have a little fun with your Relevant Content Master Plan.  You’ve assembled some of the more straightforward information about your product, and now it’s time to get a little creative and discover your unique selling proposition (USP).

A USP is the primary benefit your product has that sets it apart from the competition.

  • Emotional selling proposition statement

The next section of your Relevant Content Master Plan should summarize your emotional selling proposition (ESP).  An ESP centers on the emotional satisfaction your product or service provides end users.

Engaging people on an emotional level is the best way to grab their attention and motivate them to act, so be sure you write multiple statements about the emotional benefits your product provides.

For example, as an independent copywriter I write sales materials that help persuade prospects, generate leads and sell more products.  In terms of emotional benefits, I do so much more for my clients.  I am also:

  • Lightening their load and making their work day easier
  • Giving them one less thing to worry about
  • Providing them with assurance that their copy deadlines will be met
  • Freeing up their time for other tasks they may enjoy more

Capture the emotional benefits of your product or service and put them into words.

Every product or service has emotional benefits that are important to your prospects.

So make sure they’re never overlooked when creating your Relevant Content Master Plan.

  • Product positioning statement

Product positioning centers on creating a perception in the minds of your customers about what your product represents.

Before you write your promotional materials, describe in your Relevant Content Master Plan how you want your target market to perceive your product and then write your marketing copy using a style and tone that supports your objectives.

For example, do you want your audience to think of your product as the high-quality, low-cost alternative to the top brand in the market?  Do you want them to think of it as the high-cost, premium product that has no peer?  Perhaps you want it to be perceived as the innovative, mid-priced product that is targeted toward white-collar baby boomers.

Making such a distinction will have a lot to do with the tone and style you choose to create for your marketing copy.  Pay close attention to marketing campaigns for beer brands and cars.

The people who create them are masters at positioning their products.  Think about it have you ever seen an ad for Budweiser Beer where the guys in the commercial are wearing suits?

Here are other examples.  If you’re selling educational DVDs to private school systems, you may choose a copy tone that is nurturing, sophisticated and soothing.

If you’re selling discount parts and accessories to automotive garages, you may choose a tone that is straightforward, simple and blue collar in its word usage and messaging.

If you’re marketing a self-help book that is intended to help people discover their true life purpose you may want to be nurturing, inspiring and authoritative.

Again, positioning is all about establishing an identity for your product that will shape how prospects perceive it.  Decide how you want your product to be thought of by your target market, and then write all your marketing materials in a style and tone that firmly establishes this identity.

  • Testimonials from product champions

Testimonials can greatly increase a product’s credibility when they come from respected industry experts.  Renowned consultants and market leaders making strong statements in favor of your product will do more to influence the opinion of their peers than statements made by your company.

You always want to have a section in your Relevant Content Master Plan for peer-level testimonials from industry heavyweights.

Here is another tip. Always keep your testimonials brief. Two to three lines is fine.  One line that packs a lot of punch with a positive and definitive statement is ideal.

All too often I see clients get real excited about a testimonial that is eight, ten or 12 lines long.  The problem is nobody’s going to read a testimonial that’s really long - especially on a web page.

If someone does provide you with a long testimonial, break it down to three or four short ones.  Remember, the shorter a testimonial the more likely it is to be read.

  • Core message benefit statements

The next step in developing a Relevant Content Master Plan is to create several selling statements about your product’s primary benefits. In this section I typically include benefit statements that are secondary to a product’s Unique Selling Proposition statement.

Remember, benefits are the “yeah, so-what’s-in-it-for-me” aspect of your product, and it’s what your customers care about the most.

Before you write your selling statements, you’ll want to consider the previous sections you’ve created in your Relevant Content Master Plan that pertain to:

  • Who your target audience is
  • The human value provided by your product
  • How you want to position your product
  • Your unique selling proposition
  • Your emotional selling proposition

What you’ve written in these sections will make it easier for you to shape the tone and style of your core message selling statements.

  • Core message benefit statements designed to overcome anticipated product objections

Lastly, create a special section in your Relevant Content Master Plan that addresses potential objections to your product.

In this section of your platform, you have to be very honest.  Make a list of potential prospect objections to your product, and then create strategic core message statements that are designed to overcome these objections.

The goal here is to anticipate what competitors and prospects will point to as weaknesses in your product or service.  Be honest and proactive and create strong, compelling messages that clearly spell out the hidden benefits within these perceived weaknesses.

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Thank-you for reading this far.  I hope that these examples and tips inspire your action today.

You're the type of person who appreciates details.  You'll have customers and peers who'll appreciate that about you.

Please contact me right away if I can be of service.

Steve Cass

480.773.3484

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