Publisher's Synopsis
Two immigrants arrived in Germany on the same day. With no knowledge of German, no technical skills and no work permit, they decided to find the only job they could easily do without the requirement for any of those: panhandling. In the morning, they rose early, walked towards the city centre to start their job. In the evening, they returned to their bedroom, which at the time was under the bridge. They just spread a cardboard on the bear floor and slept. Luckily, for them, it was summer so the temperature did not drop at night. After two weeks, one of them had enough money to rent a room. Six week later, he was able to rent an apartment and after another month, he bought a car. Meanwhile, his friend could hardly scrape together enough money to buy food. The more successful one was the one now feeding, clothing and lodging him. The less successful one was very puzzled by these events. He could not understand what was going on. He did not notice his more successful friend doing anything different. They panhandled in the same area; woke up the same time, started work together and left work at the same time. After months of silence, one night on their way home, he decided to confront his more successful friend. He said to him, ' mate, we both came into this country on the same day, we are both doing the same thing from the same spot, why is it that you are so successful and I am still struggling even buy food? His friend smiled and ask him, show me your sign. His sign read: 'I recently arrived in Germany, I am homeless and starving, can you help me?' And the more successful one said now see my sign. His sign read: 'I only need ten euro to complete my transport fair to leave Germany'. Knowing something about Germans relationship with foreigners, some people were even giving him twenty euros to ensure he left their country pronto. So he went on to explain to him that the Germans are not so thrilled with foreigners coming to their country. So informing them that you just arrived in their country will not make them terribly pleased and be predisposed to helping you. The fact that he said he wanted to leave their country, made them very pleased, therefore willing to help him. (Let me make a disclaimer here, this is not a political statement against the Germans, I am only using this for illustrative purposes). Everyone ones favourite radio station is: what's in it for me? Therefore, when you sit to create a marketing campaign, the question you need to be asking yourself is, what's in it for my prospect? How will my product or service make my prospects' life better? The majority of marketing campaigns fail because businesses fail to answer this simple but essential question. The value preposition of many businesses contains only information of what their product or service will do for their customers and nothing relating to the actual benefit the customer will derive from using their product or service. Marketing is about communicating what's in it for your prospect. However, effective marketing is communicating what your product or service will do for your prospect. What the immigrant communicated to the German was 'I want to leave your country.' He understood very well that Germans will prefer every foreigner to leave their country. So he tapped into that emotion knowing how good it will make them feel if he left their country. Does your marketing message communicate the deeper meaning of your product or service to your prospects? If your answer is no to these questions, then you have made the right decision to invest in this workbook. This workbook contains a step-by-step process for crafting an effective marketing message that pierces through the heart of your prospects the moment they see it. This is the only marketing book that shares with readers strategies for crafting an effective marketing message, identifying your target market and choosing the right marketing channel.
