Communication Strategy Made Simple by Michael Chatfield
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Transcript of Communication Strategy Made Simple by Michael Chatfield
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Communication Strategy Made Simple
MKG 632 Online
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SO SIMPLE.
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You are a company that makes products…
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You are a company that makes products…
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or has services….
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or has services….
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You can’t be successful unless you sell these products or services to make a profit…
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You can’t be successful unless you sell these products or services to make a profit…
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But you can’t sell these products unless people want to buy them…
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But you can’t sell these products unless people want to buy them…
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And people can’t want to buy your products or services unless they feel they have a need for your product.
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And people can’t want to buy your products or services unless they feel they have a need for your product.
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Or if they don’t know you exist!
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Or if they don’t know you exist!
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Communication strategy is identifying the unmet need
that our product solves…
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Communication strategy is identifying the unmet need
that our product solves…
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Functional…
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Functional…
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And emotional…
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And emotional…
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Articulating that need, so we’re 100% crystal clear…
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FUNCTIONAL: THEY WANT TO TAKE THEIR MUSIC WITH THEM WHEREEVER
THEY GO.
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EMOTIONAL: THEY WANT TO
EXPRESS THEMSELVES.
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Then figuring out exactly what to say…
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Then figuring out exactly what to say…
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…to make them believe that our product or
service…
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…to make them believe that our product or
service…
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Solves their problem…
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Solves their problem…
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And how to say it…
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And how to say it…
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…is just as important as what we say!
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…in a cluttered marketplace…
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…in a cluttered marketplace…
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…to entice them to buy…
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…it needs to be remarkable!
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…it needs to be remarkable!
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=
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=
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=
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To summarize…
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Communication Strategy is…
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WHAT? is our product benefit?
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WHO? is our audience?
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WHY? do they need our product?
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WHAT? will we say to make them believe?
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HOW? will we say it?