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How to change the behavior of

market participants

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Send or say or show

Read or listen or look

UnderstandAgree

DoKeep up

Change Behaviour

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External Target Groups

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Customers and prospects are …

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Current or future problems are … Customers' Unmet Needs

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2)

3)

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I help solve problems by …Benefits I Provide

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3)

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My services serve customers better than competing offers since …

Competitive Advantage

Proof / Story

Things that set you apart from the competition

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I convey the unique advantages to customers by …

Communicating Benefits

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3)Literature, ads, websites, letters, emails, mailings, public relations, presentations, testimonials … ?

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Key Performance Indicators

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I measure results by …

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Rewards for People

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Persons that help me or support my projects, receive …

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Things I will start doing or continuedoing to reach my goals

Action Plan

What By when