• Ask Lisa Your Questions about marketing, copywriting, branding and advertisingQ: How do I tailor my message to a corporate audience?  My biggest challenge is finding what resonates with corporate decision makers.  After years working with the entrepreneurs, I’m finding that what resonates with them is NOT the same thing that catches the attention of the corporate decision maker. I am finding that the more I research the company (their values, initiatives, etc.) the easier it is to speak to them in their language. And, at times, I find myself wishing for a one-size-fits-all opening… what do you suggest?

    A: By identifying how corporate decision makers respond differently than entrepreneurs, you’re a step ahead of most.  While I don’t have a one-size-fits-all solution,  I do believe you can apply this customizable approach.  The “Challenge. Solution. Invitation.™” formula provides a simple framework to create marketing messages that speak to your ideal clients but you must first know what motivates them. Click this link to read an article on LinkedIn that you might find helpful. 

    Often business owners fail to change their marketing message as their business grows. This is a big mistake because as you evolve your offerings and course correct to speak to your NEW prime prospects (in this case, corporate leaders),  your marketing message must also change. So, it’s important to keep an open dialogue, do your due diligence with research (and you are) to determine WHO your clients are and how you can solve their biggest challenge.  To create effective marketing messages consider

    • What is the biggest challenge corporate decision makers are facing now?
    • What is your solution and how can it save them time, money and/or increase productivity (value proposition)
    • How do you want to reach them and what is their preferred form of commination? (consider delivery channel and placement

    Once you are clear about the challenge and the solution, you’ll be able to craft a compelling invitation that positions you as the natural choice.

    Do you have questions about branding, copywriting and marketing? Submit your questions here and I might just blog the A to your Q.  AND, be sure to grab your FREE Copywriting Action Plan to help you improve your marketing messages here.

    Lisa Manyon

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog

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