So many times marketing and sales people want to get up and start telling
about their product, their company and their offering. The inexperienced
will to this without regard to the customer, his wants or needs. The more
experienced and seasoned marketer will do it more in response to a
customer.

Regardless, this technique is many times, one way, canned and not tailored
to a specific customer problem.

Many times a customer has a problem, needs a solution but is fearful of a
tele-sell sales approach. What works well is that 1-2 page summary sales
sheet that immediately captures the customer’s interest, identifies with
his problem and suggests a solution.

Understanding your clients/prospects problems is paramount to selling. If
there were no problem there would be no need for a solution. No need for a
solution and you’re out of business. Understanding the pain and restating
it in the form of “What is not ideal” is part one of the summary of
information, i.e. stating the problem.

For an extreme example, if you are marketing and selling light bulbs, your
problem identification part of the summary might start out, “Tired of
reading in the dark'”

Once you have the prospect identifying with you immediately, its time to
put them at ease and tell that, “There is good news. A solution is
available.” Discussing what it would be like if the identified problem was
solved now generates the true interest of the prospective client. Using
our light bulb example, “Research has shown that retention and
entertainment increases significantly when adequate light is available.”

Many times a prospective client understands these first two items of the
Marketing Summary and feels that the obvious is being stated. If this is
the case, the question on their mind, now becomes, “How come I haven’t
moved on this problem solving'” For the light bulb example, “Many people
find they don’t know where to get the best light bulbs for their reading
enjoyment and do not know what kind to get.” (Excuse the extreme example
but it really exemplifies the summary steps).

What the Marketing Summary is doing here is stating the obvious but leading
the client to the solution and the eventual call to action.

Next comes actually describing the steps required to solve the problem.
“Buying long lasting, high wattage, whit light bulbs will increase your
reading pleasure. Finding the right company that has the best variety is
the key to solving your problem. You woe it to yourself to solve this
problem and be on your way to happy reading!” (Again, the extreme).

Finally, no marketing is complete without a call to action. Whether it is
a T.V. commercial or this 1-2 page summary, telling your prospective client
what to do is a must. “Brite Lites Inc. has been providing beams of light
to readers across the world for many years. Please give us a call, visit
our website and schedule a free consultation (in the light) to discuss how
we can help you with your lighting challenges.”

Obviously more than the few example sentence here are needed for a true
summary, but it is clear to see that providing your message in this manner
can be efficient and quite effective. In today’s world of information
overload, clients like summaries, lists and scannable information. This
1-2 page Marketing Summary alone can do more for marketing your business,
products and services than any other printed communication.

Alfred J. Lautenslager is an award-winning marketing and PR consultant,
direct-mail promotion specialist and entrepreneur. His businesses have
helped hundreds succeed in their own businesses.
Armed with an MBA, Al has successfully progressed through all facets of
business. He has an impressive record that includes effective financial and
sales planning, market development, a consistent growth in sales and
profits above industry standards, resource management, product development,
marketing management and overall general management.
He is the president and owner of The Ink Well, a commercial printing and
mailing company in Wheaton, Illinois. Al is also the principal of Marketing
Now, a marketing consulting firm that helps business grow their client base
and is a professional speaker in the areas of networking, PR and marketing.
He can be reached through the Web sites prforprofits,
marketforprofits and 1-800-inkwell or by e-mail at
al@prforprofits.