- Establish empathy – show that the prospect’s problems are your problems.
- Demonstrate authority – show that you’re in their market and know what you’re talking about.
- Frame the problem or opportunity – clarify the precise boundaries of the headache you’re curing or the opportunity you’re seizing.
- For Nativ, we described the ‘video anarchy’ every brand and marketer faces in trying to harness the many online video opportunities – then identified the Five Big Challenges they’d face in trying to overcome the anarchy.
- For Dr Foster Intelligence we built our argument on the fact that Primary Care Trusts waste money in their public health campaigns by reaching the wrong people and sending the wrong messages.
- For ip.access, we identified and named ‘The Power Problem’, explaining why 3G signals are weak inside buildings and why this is inherent to the design of the 3G network.
- For Nativ, we showed how all five obstacles to successful online video marketing could be solved by the right distribution platform.
- For Dr. Foster, we showed how better segmentation and insight would inevitably drive down waste and improve campaign results.
- For ip.access, we showed that putting base stations inside buildings was the only sustainable way to solve the 3G power problem.
- For Nativ, we needed to show that the ‘silo’ approach – building a new delivery platform for each and every online video channel – was the road to ruin.
- Stay on course. Only use the ideas you need to get you to the conclusion.
- Marshall the facts. Use independent statistics, refer to analysts and authorities, quote customers.
- Don’t fudge the logic. If Y doesn’t really follow from X, don’t pretend it does.
- For Nativ, the benefits in time, cost, quality and process efficiencies make the MioEverywhere™ platform overwhelmingly compelling.
- For Dr Foster, the closer was an invitation to see how accurate segmentation and insight could transform results and drive down waste.
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