First Impressions Are everything
The Psychology of Winning author Denis Waitley said, "You must look within for value, but must look beyond for perspective."
What you might think people feel about your business is different from reality. The hard truth is that their opinion matters more than your intentions. If you cannot convey your company's mission, values, or beliefs clearly and concisely, then your audience will develop their own thoughts and beliefs about your company. In this provided workbooks, we will not only dive into what you want your company to be seen as but also:
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What has and has not been working
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Do you have the right target market
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What do you do well and not do well
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How do you show up in the marketplace
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How does your top competitor show up
I am excited to see how much you grow over the following three lessons!
Either pull out a notebook or download the individual worksheets down below to fill out the activities. Or better yet, download my workbook that has all 3 lessons with instructions and worksheets for each section.
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SWOT ANALYSIS
The SWOT Analysis has been around since the 1960s.Albert S. Humphrey is often credited with popularizing and formalizing the SWOT analysis at the Stanford Research Institute (SRI) in the United States. Humphrey and his team used the technique as part of a research project aimed at identifying why corporate planning failed in some cases.
As a business tool, the SWOT Analysis can be a powerful view into the opportunities you may be missing.
In this step, we will go through your company's strengths, weaknesses, and threats. This is your company as a whole, not just your marketing efforts.
We will be skipping opportunities for now, but know we will return in lesson 3.
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Strengths - Write down everything your company does well.
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Weaknesses - Write down what is not in your wheelhouse that you do or don’t do because it’s not a strength for your company.
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Threats - Write down what internal or external factors can derail your company.
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PESO MODEL
In 2014, Gini Dietrich published the book "Spin Sucks." In that book, she outlined a simple way to understand where you show up in the marketplace.
I use her process as one tool in my marketing toolbox to understand where we should expand our marketing efforts.
Spin Sucks will tell you, “When the PESO Model is working at its best, it can help you establish authority. Authority leads to thought leadership. Thought leadership leads to credibility and expertise. Others see you as an expert … even your competitors.
And Google links to you on the first page of results because it also sees you as an expert.”
I love how the PESO Model gives me a complete vision of where you are showing up.
In this step, we are going to run through each section and find where your gaps are in marketing. We will go a bit out of order because, again, OSEP doesn’t sound right! But, paid should be last.
These steps may seem daunting, and you might even ask yourself, is it necessary to do this? But it will be invaluable as we work through your marketing strategy.