The Value Triad

captain at helmWe often devote some of our time either with new and existing clients or when making presentations to groups to telling them what our services can do for them. It’s less braggadocio and more education.



The Value Triad

So we tell proospects and clients that we will:

  1. Keep them focused.
  2. Look at what they do through a different prism.
  3. Run interference for them.

We keep clients focused by insuring that we develop and adhere to a positioning statement at the start of each project. The positioning statement allows us to identify the project, the target audience, key words etc. It serves as a road map for the duration of the project.

The different prism is our “outsider’s” way of looking at what they are trying to do. Yes, it may be to have customers or prospects take advantage of a special offer or download what Seth Godin calls a “banana” from their website. But there is so much advertising “noise” in all media that the client’s offer has to stand out, look different, use humor, etc.

Running interference means that most clients have little or no experience interacting or providing direction to creative people. We have and we can help ensure that the client’s desires and the tactics developed on the positioning statement are adhered to. It is one less issue for the client to handle.

 Comments welcomed!

About Bob McCarthy

Originally from the Northeast, I now call Southwest Florida home. I have been a professional copywriter and editor since 1979, both freelance and in house. I have had article published in regional, national and international magazines. Plus, a video for which I wrote the script won an industry award as Best Training Video.
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