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LiSa SHePHerd
• Messaging: This is tied to value proposition. What
specific messages will you use to attract the attention
of prospective buyers to convey that you understand
their needs and have a solution for them?
To get answers to these questions, I use a basic framework
called “the three Cs”. The Cs stand for Company, Customers,
and Competition. Good marketing strategy lies at the
intersection of these three Cs. The next few chapters walk
you through how to gather information on each of the areas
and turn your knowledge into a strategy.
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© 2012 Lisa Shepherd
