Wordtree Communications: Marketing communications that support business development.

Wordtree Communications Strategic Messaging Plans

How many opportunities are lost because you or your employees don’t have a clear, concise answer to the most common icebreaker there is—“So what do you do?”

Following a proven process, we quickly gain an understanding of your organization's offerings and how they meet your customers’ needs. We then write the words that will make your prospects say “Tell me more.”

Our Process

Our first step is to gain an understanding of your business, not only from you, but from the people who matter most—your customers and prospects.

1. Initial Meeting. 
   First, we learn about your perceptions of the marketplace and your understanding of what’s most important to customers and prospects. At this point we will also gather your existing marketing materials for thorough review.
   
   
2. Customer and Prospect Surveys. 
   We create and conduct surveys with customers and prospects and submit a verbatim report on their feedback. At this time we also solicit testimonials for use in future marketing materials.
   
   
3. Competitive Analysis. 
   We examine competitors’ websites and materials and, if desired, mystery shop your competition to find out how they are selling to prospects.
   
   
4. Second Meeting. 
   After the surveys are complete, we meet with you again to discuss how you are currently differentiated in the marketplace and how you could become more innovative. 

Based on our research, we create the following messaging pieces. These will serve as the basis for your marketing efforts and ensure you are conveying a consistent message that appeals to your customers and prospects. Scripts, collateral and web materials can be mixed and matched to meet your needs.

1. Situation overview 
   We highlight both your strengths and weaknesses from the customers’ point of view and make strategic recommendations that we support with marketing tactics.
   
   
2. Positioning statements
   After analyzing the information we collect, we write a series of marketing statements that clearly communicate your value. These include a one-liner, 30- and 60-second elevator pitches, and a press release boilerplate. 
   
   
3. Sales scripts
   We develop scripts to assist with your sales efforts (e.g. phone script, cover letter, email template).
   
   
4. Headlines 
   We write a minimum of 25 headlines that can be used throughout your marketing campaigns.
   
   
5. Website copy
   We write/edit your website copy to reflect the new messaging that speaks to customer hot buttons.
   
   
6. Collateral materials
    Choose a combination of brochures, sales sheets and case studies to showcase your offerings.
   
   
7. Recommended marketing tactics
   We recommend immediately do-able tactics that are appropriate for your target audience, based on what they told us they’ll respond to.
   
   
8. Tactical worksheet
   We create a roadmap of marketing tactics that you can implement in-house or contract us to execute. 

A final book and CD ROM of all your materials is prepared after the plan is reviewed and finalized.



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