Success starts with knowing what you are trying to achieve. If you don’t know where you’re going, you'll never know when you've arrived. Understanding your objectives will help us make better recommendations and help all of us work together to complete your project on time. We’ll measure every decision against your objectives.
The best objectives are clear and measurable. For example, one of your objectives might be to increase the number of applications you receive this quarter over the same quarter last year. When you have added all of your objectives, re-list them in order of importance.
For each of your objectives, make a list of actions visitors could take that would meet, or at least partially meet, the objective. List the actions in order of importance. Using the example of increasing the number of applications, you might list: apply, book a visit, find a counselor and request more information.
Effective communication requires a clear understanding of your audience, their needs, their desires, their communication styles and their perspectives on life.
While it may be tempting to generalize, take the time to think about the people you are trying to reach. Listing specific audiences will help you more accurately define their needs, desires, communication styles and perspectives–which will ultimately help you communicate more effectively.
For each of your audiences, make a list of their needs in order of importance.
For each of your audiences, make a list of their desires in order of importance.
Now that you have a good understanding of what you are trying to accomplish and who you are trying to reach, it’s time to check the correlation between your offering and your clients.
Matching products and services with audience needs and desires will help you determine what you are really selling and give you the information you need to organize and formulate your marketing message. For example, in a tough economy, continuing education could be negatively perceived as just another expense. However, identifying the potential benefits of a raise or job security for people who seek additional training can help people see value in your products and services.
This is called your unique selling point, and it will help you unify and structure your messaging. For example, how is your offering faster, better, less expensive or more effective than similar offerings from competitors?