Strategic Marketing Foundations 101

Defining a value proposition, buyer personas and positioning your interior design business.

What you'll learn

The key marketing foundations you need in place to build a successful business on top of

How to position your business in a way that makes you stand out and plays to your advantages

How to define your audience and buyer persona profiles

What a value proposition is (and isn't)

What information you need to be able to define your value proposition and what truly makes your business stand out

How to write a magnetic value proposition that makes you shine and attracts your ideal clients

How to use your value proposition and bring it to life (it's no good just written down in a notebook where no one can see it!)

A repeatable process to regularly assess and update your value proposition and ensure you ALWAYS stand out no matter how your business or industry evolves

Requirements

No prior marketing knowledge needed

3 hours without distractions so you can focus

A nice environment to participate from. Perhaps make your favourite drink or snack, grab a comfy chair and take a few deep breaths to clear your mind. The positive vibes you put in will show in your output.

Description

By not actively positioning your business you are leaving everything up to chance, and worse, letting potential clients do this on your behalf which is unlikely to be for the benefit of you or your business.Combined with a generic or uninspiring value proposition, poor positioning can be the reason behind some of the challenges and frustrations your business is experiencing.If you're not attracting any new clients, it could be that your value proposition is too broad and doesn't highlight what is special about your business and why potential clients will want to work with you.If you're not attracting clients you enjoy working with or are the right fit for your business, it could be that your value proposition doesn't clearly outline who your ideal client is.This course covers how to identify your differentiators and what makes your business special. By connecting the dots between each element of the positioning process, you'll be able to confidently define your business' value proposition and use it as the basis for building your other strategic marketing elements such as your messaging platform and advertising campaigns.It is a powerful course that provides the foundational principles you need to create a business you love working in. The knowledge gained will be applicable across other areas of your business, not just your positioning and value proposition.This course is for you if:You own, or are starting, an interior design businessYou want to know where to focus your efforts for maximum impact before you launch your businessYou are ready to thrive, not just surviveYou aren't attracting enough new clients or you aren't attracting the types of clients you enjoy working withYou're frustrated or confused by what steps you need to take to grow or improve your businessYou've kept your value proposition broad, trying to appeal to everyone. The reality is, you're not appealing to anyone.You don't have clearly defined buyer personas in place.You know there must be an easier way. Spoiler alert: You've found it!What you'll need to get started:Internet access3 hours without distractions so you can focusDownload the 18-page course workbook. You may also want somewhere to take further notes. The course will likely spark some ideas.A nice environment to participate from. Perhaps make your favourite drink or snack, grab a comfy chair and take a few deep breaths to clear your mind. The positive vibes you put in will show in your output. The course also includes the full Defining Your Audience and Buyer Persona Profiling Course (1 hour video and workbook).

Overview

Section 1: Introduction

Lecture 1 Introduction to Strategic Positioning

Lecture 2 Understanding the Importance of a Strong Value Proposition

Lecture 3 Exploring the Role of Strategic Positioning in the Competitive Market

Lecture 4 Identifying Key Elements That Make a Value Proposition Impactful

Lecture 5 Defining Your Audience and Buyer Persona Profiles

Lecture 6 The Framework - Crafting Your Value Proposition

Lecture 7 Implementing Your Value Proposition

Lecture 8 Reviewing and Testing With Your Audience

Lecture 9 Conclusion: What you've learnt today

Interior Designers who own, or are thinking of starting, their own business