Market smarter from the point of choice

March 27, 2014

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#pointofchoice

Remarkablemarketing focuses on

people … and how they choose.

Have you ever gone to the grocery store with a short list and walked out with a full cart?

The point of choice is based on ACTION … a decision to choose one way or the other

Why the “point of choice”? As a marketer, create the idea,

message, visual or next step that will

inspire that response, that choice.

So many choices … where to start? Help them choose you.

Action

Offer

Why

Audiences

At the final point of choice, what specific action should your audience take?

Start with … Who are your audiences?

What is their role in a decision?

A pharmacist will drive more sales through recommendation than an individual who will buy once.

Generations affect perspective and communication channels

From Inc. magazine November2012

Then consider … If someone is looking

for what you offer, where are they looking?

2010 – 5.3

2011 – 10.4

2012 – 16+

Google: Zero Moment of Truth

If they find you… Will you stand out?

Will they see at a glance what they’re looking for?

Do you stand out from the crowd?

How and where can you influence them

at different levels of decision?

AIDA

Attention Interest Desire Action

How are you different? What ideas, services, messages, images

will help you stand out from other choices your audiences have? Why should they choose you?

Attention

Attention

Interest

Interest

Desire

Desire

Action

Action

Use design and color to grab attention and be recognized.

A brand promise is what your customers can count on.

They care about what they get … not your point of view or a list of stuff you do.

Help first … be a resource. Help people compare, understand, take action.

How do you find the points of choice that are right for you and what you offer?

Listen to your customers What comments do you hear? “I see your trucks everywhere” or “I couldn’t find you” or “I couldn’t find what I needed on your website” or “when I toured the campus I knew” …

Let’s review

A point of choice is action • It’s where your target

audiences can respond to move closer to a final purchase decision

• To find the points of choice you must first know your audiences, then match your message with what they’re looking for … where they’re looking

You must stand out to engage • Rise above the chaos

and the competition with bold design and clear, simple messages

• Ensure your audiences can quickly see “what’s in it for me?”

• Don’t make them search or think, be direct and clear

Lead them to the next step • At a glance, what’s the

call to action, or the next step to take?

• Don’t leave them thinking “so what?”

• Clear up confusion, address concerns, help them choose

Make it easy. Keep it simple. Delight your audiences. Help them choose you.

Your wrap-up checklist Who are your audiences? • How do they find you? • What are they looking for? • How do you provide what

they’re looking for … in their terms, from their point of view?

Where do they choose? • What are the critical

decision points? • What gets their attention? • How do you answer their

questions? • Have you answered

“what’s in it for me?”

Ready to rock your marketing? Find your points of choice … focus your marketing messages and calls to action there first. Get BIG response.

So much to think about! Stop and breathe … questions?

What’s your next step? 1. Visit our website to download free

guidelines and worksheets to help you market smarter: creativeco.com/resources

2. I can work with your team to find your critical points of choice. 2 hours for $200

3. Or talk to me about marketing coaching or refocusing your marketing strategy.

Follow Jennifer and Creative Company on Twitter, Facebook, LinkedIn, Google+ Read our blog at Optimizemybrand.com and see our work on our website at creativeco.com

Questions? Comments? Requests? Email me at jlmorrow@creativeco.com

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