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Marketing Strategy: Should include a mission statement, objectives, and focused strategy
aimed at our intended audience.
Include a Specific Market Plan: Planning is about the results, and our plan must be
measured by the results it produces.
The implementation of our plan must be more than the sum of our gung-ho rhetoric and
cumulative enthusiasm.
We should build a plan full of specific, measurable, and concrete ideas that can be
tracked and followed up on.
E-mail marketing has proved a very effective means of generating widespread awareness.
Should we provide a campaign with unique exposure to the target audience, and create a
special buzz.
Should we stress the possible changes in a person’s awareness of religion, God, and the
afterlife after viewing our video?
Will our video make the targeted audience feel more relaxed and empowered about God
and the afterlife?
We must have a clear mission statement, and use plain words to communicate what we
are about, to people who have never heard of us.
Our marketing plan must garner attention by catching people’s eye, and it must be cheap
due to our limited budget.
Good strategy begins with identifying our goals and stating our objectives.
Would a well-written newsletter, crammed with pertinent facts about our project and its
stated objectives be sufficient?
Should communicating news and information about the round table participants be part of
our marketing?
How can we tie our video into current events to ensure its relevance to the viewers?
Are we clear as to what the purpose of our video is?
Do we have the expertise to answer questions?
Do we have the budget to supply the materials needed to answer those questions?
Should make list of organizations that support us, government agencies, libraries etc.
We must stay focused on our targeted audience, and make sure that everything we write
reflects that fact.
We could generate small posters on our home computers, and post them on free
community boards within a few miles of our homes.
Step into the mind and the shoes of the person reading your copy. Everything
you write should be designed to meet their needs, wishes, desires, hopes, fears, and
dreams.
2. Benefits, benefits, benefits. You must focus on the benefits of what you are
offering, rather than the product or service. When you buy a new hi-fi, you’re
probably not interested in how it was made or how many wires it has (the
product) You’re interested in how it will sound (the benefit) If you buy a new
chair, you don’t really care if it took three years for a man in China to make it
(the product) You’re interested in how comfortable it’s going to be (the benefit)
So all of your copy should focus on the benefits.
3. Remember the magic word – YOU. By continuing to use the word ‘you’ in
your copy, you are forcing yourself to have a personal conversation with the
person reading it.
4. AIDA Follow this classic rule of copy writing and you cannot go too wrong. AIDA
stands for
Attention
Interest
Desire
Action
All of your copy, whether it is a letter, brochure, or email, should follow this simple
process. First, you need to get their attention – this normally happens in a headline.
Then create some interest. You then need to turn the interest into a real desire for your
product or service. All of which is useless if the reader does not take action. So make it
very clear what action people need to take
Information Package
Focus on the audience we are trying to reach and the results should speak for
themselves.
The presentation will include a review of the video and discussion of how those
principles and processes may apply to a person’s worldview.
What sources of insight and authority different religions use in making moral
decisions in regards to God and the afterlife?
How do we help participants access their own tendencies and feelings about their
own perceptions of God and Heaven?
Roger