By Dale Wolf
Your customers are moving targets. But one way to put them in ‘still frame’ is to look at their behaviors and define a message framework that goes up squarely against each cluster of behavior-types. As long as you are conversing against the customer’s behavior model, your content will achieve pin-point relevance.
Here’s the process I follow when developing a message framework:
Step 1 —
Action is to align on target audience needs and marketing objectives; the outcome is team consensus on measurable objectives. If you get Step 1 wrong, your goose is cooked. But achieving internal consensus is often like shadow boxing. Key managers for one reason or another have their own hidden agendas and agree in ... Read More