In media training, marketer’s have the trainee memorize three points they need to make while chatting with the media.
Anytime the executive or scientist or senior employee is phased with a curveball question, the direction is to swing the answer in a way that they can then discuss/reiterate one of their three main points.
The same goes in writing–be it sales copy or an essay. There are a small number of points the writer must make.
And in marketing, all we’re ever focused on are the points we’re trying to make. In doing so, we create marketing consistency, we develop the brand, we engrain the truths of a product or service in the mind of the target.
The only thing is…the points you’re making may not be the points your customer wants you to make.
Through it all, you’ve been focusing on the points you want to make instead of the points the target needs you to make.
That distinction. That switch is what will draw the line and place you either on the “average marketer” side or the “smart marketer” side.
Stay Positive & What Are Your Points Again?
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