Self Help Resources

A SWOT analysis is a strategic planning tool that helps businesses identify their Strengths, Weaknesses, Opportunities, and Threats. By understanding these four elements, organizations can make informed decisions, develop strategies, and target areas for improvement.

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Use this worksheet to capture your SWOT assessment. If you need help, contact me anytime.

Competitive positioning is a tool that helps you understand how the value of your offerings compares to the value of comparable products and services. You can use this method to determine the best way to differentiate your product and as an input to set pricing.

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Use this worksheet to capture your SWOT assessment. If you need help, contact me anytime.

A "persona" is a semi-fictional representation of your ideal customer(s) based on market research and real data about existing customers. It encompasses attributes like demographics, behavior patterns, motivations, and goals. The main purpose of creating personas is to help better understand your audience so you can tailor products, services, content, and marketing strategies to meet the specific needs and preferences of different customer segments.

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Use this worksheet to capture your target customer personas. If you need help defining your personas, contact me to request instructions.

A value proposition is a clear statement that explains how a product or service solves customers' problems or improves their situation (relevancy), delivers specific benefits (quantified value), and how your offerings differ from that of your competitors. The value proposition is defined at the highest level, and all of your marketing statements and activities should align with it.

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Use this “value proposition canvas” to help. If you need more guidance, contact me to request instructions.

A positioning statement defines how you want your product to be perceived in the minds of your target customers relative to competing brands. It is very closely aligned with your value proposition and other marketing worksheets. Pull out your value proposition worksheets, your personas, and your competitive analysis work as you consider what your positioning statement and elevator pitch should be.

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Use this worksheet to capture your positioning statement and elevator pitch. If you need more guidance, contact me to request the campaign workbook or get more help.

Multi-channel marketing, individualized content, and tailored interactions with your customers is a standard approach that your prospects expect. While you're dedicated to guiding your potential customers on a meaningful journey with your brand, the number of available routes can feel overwhelming.

If you're unsure where to begin, try using this worksheet to guide you as you uncover the pivotal interactions you'll need with your future customers. If you need help, contact me any time.

Defining the specific messages you need is a creative process that requires constant refinement to what works and what doesn’t. However, the majority of strong messaging can start with a standard formula. Once you have the other worksheets ready, reference them to create strong messaging statements.

Use this worksheet to guide you as you define the conversation with your customers. If you need help, contact me any time.

The REAL-WIN-WORTH (RWW) model is an HBS-derived methodology first developed by Michael Porter to help organizations make decisions about when and how to invest in innovation. The methodology provides a structured process to quantify the value and risk of new projects, beyond superficial indicators, in a way that allows comparison and prioritization of ideas.

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Download this presentation to learn how to use the (RWW) methodology. Contact me to request the RWW Excel Template preprogrammed to make it easy to calculate your RWW scores and risks.

The most successful marketing programs are those that strategically influence customer perceptions and interactions with products and services. This workshop is designed to propel businesses towards efficient growth and maximize their potential by teaching participants just that. You will learn how to construct effective marketing programs that not only define but also shape how your current and future customers perceive your business, brand, and products.

Our focus is on practical, actionable strategies that can be directly applied to your business challenges. We will walk through building a marketing strategy, creating a marketing plan, and developing a campaign.

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Learn how to:

• Set Marketing Objectives

• Understand Targeting and Develop Personas

• Articulate Your Value Proposition, Positioning Statement, and Elevator Pitch

• Set A Solid Pricing Strategy

• Create Great Messaging Statements

• Understand Channel Planning

• Develop A Communications (Campaign) Plan

• Define Measurable Goals and Metrics