The other day, I discussed Your Marketing Vision should define your Customer's Core Problem, but how do you go about doing it. A simple exercise that I found useful was depicted in the book: True Purpose: 12 Strategies for Discovering the Difference You Are Meant to Make by Tim Kelly. In the book, he discusses 12 proven methods to find the unique individual purpose that makes you, you. At the end of the book, he discusses how to create your own purpose statement. Much of this content was derived and re-purposed for the use of developing your Marketing Vision or Need Statement as I refer to it.
Stay away from editing it as much as possible, except for your grammar of course. You will water down the statement trying to appeal to everyone versus the segment you are actually marketing too. Do not worry about alienating anyone that is the purpose, discrimination in this sense is not bad! Tim says, "Remember that moving forward on your purpose means saying "no" to jobs, clients, and customers for whom your purpose is not appropriate. Therefore, your public purpose should be a simple and clear articulation in of what you do and who you do it for, in the most purposeful terms possible."
Steps to creating your Need Statement:
1. Write down the list of possible options you need to choose from.
2. For each option, write a list of pros and cons.
3. Read each statement and rate them by the most useful aspects of your product or service.
4. Ask for advice from salespeople, customers, dealers and other stakeholders within the marketing segment. It is best to read it out loud to a client, such as an elevator speech would be used. The worst thing you could do is to do this by yourself.
5. Weighing these factors make a choice. It does not even have to be the best choice, just the one you choose to live with.
6. Now, try it out. If a sample client "doesn't get it" then you may need to change the wording, not the meaning of the statement. If your statement inspires, you are ready for prime time.
7. If your sampling struggles with what you are offering, re-think your strategy going through these steps.
8. Re-read what others said about your offering.
9. Using what others said, brainstorm different ideas on how to say the message.
10. Now try different combination of the 2 list to come up with simple statements that describe what you do and for whom you do it for.
11. Read the statement out loud to others. See which one creates the most interest.
I may go one step further. Play telephone with a group of 4 to 5 people. The message that comes through the last person is more than likely the message that will get transmitted throughout the rest of your marketing process.
P.S. If you are getting ready to map that Customer starting point in your Value Stream Map, this is what you write in that little box with the sawtooth shape on top.