Dr. Günter Umbach

Tips for Developing a Winning Strategy

Analysis: Investigate target group and environment

Unmet need: Understand the prospect’s problem

Positioning: Develop a powerful message

– Attention: Arouse interest for content

– Benefit: Offer a fact-based solution

– Superiority: Show unique value

– Validation: Support with reference, quote, story

– Behaviour: Ask for action (“Do it”)

Modes of expression: Address all senses creatively ►

Check: Test draft, adapt to feedback, test again …

Channels: Find effective communication routes ►

Success Criteria: Define key performance indicators

Names: Collect and store customer contact data

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