Page 93 - Duct Tape Marketing

Duct Tape Marketing

 a statement of a challenge, frustration, or problem that your
target market experiences

 an image of what life is like when the problem is solved
 an explanation of how they got here in the first place
 a path for the donor to follow
 a directed call to action

Here’s an example of a case statement for an expense auditing firm:

A Case for Waste
Money is a terrible thing to waste.

Do you know that there may be money hidden in your trash
and energy bills?

For the most part your business runs very well. You attract cli-
ents and provide a product or service as promised. What you may
not know is that your operation could be leaking profits from some
very unexpected areas . . . your trash disposal and energy consump-
tion. It’s a fact that profit comes from one of two places—increased
revenue or decreased expenses. Successful firms rely on sales and
marketing to increase profits and increasingly on industry experts
to slash expenses.
But do you really know everywhere to look for hidden expense
charges?

What if there was a way to know for sure that you were maxi-
mizing every dollar of your trash disposal and energy consumption
costs? What if there were a firm that had the specialized expertise
to look for ways to lower your costs and increase your efficiencies,
and what if the services of such a firm didn’t cost you a dime? You
would have to take a look, wouldn’t you?
Maybe it seems easy enough, but our experience tells us some-
thing different.

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