Академический Документы
Профессиональный Документы
Культура Документы
Stunning
s
ales a
n
d pro
motio
n too
ls fro
Sponsored
by
m yo
ur H
P
colo
r pr
inte
r
Steps
Contents
g:
ovatin
2: Inn ou turn
p
e
t
S
can y
How eas into
id
your ts?
uc
d
o
r
p
ideas
re do
e
- Wh from?
come ing ideas
nag
ideas
- Ma
new
g
in
t
ds
s
- Te
g nee
slatin
n
d
a
n
r
a
T
es
eatur
into f
fits
bene
Step 1: Focusing: Wh
ich business
are you in?
- Knowing your skills,
experience
and passion
- Defining what you
sell
- Understanding wh
ich trends
to ride
Foreword
Dear HP Customer,
Kathy
HP V.P Stromberg
. Ma
rketin
g
iStockphoto.com/Benjamin Goode
krieg-fotodesign.de/Roland Krieg
Introduction
iStockphoto.com/Daniel Stein
iStockphoto.com/Christine Balderas
iStockphoto.com/Daniel Stein
iStockphoto.com/Kris Hanke
HP provides this e-book as one source of information and advice you can use to build your companys image
and do self-marketing. HP recommends you complement this material with your own consultants and other
sources of expertise and information. If you have acquired this e-book from any source other than (hp.com/go/
marketingebook), you have no rights to use it. Visit (hp.com/go/marketingebook) for an authorized download.
You agree and acknowledge that this web site and the e-book is owned and operated by Hewlett-Packard Company and that your access to the web site and/or the e-book is subject to these Terms of Use and the HewlettPackard Company Web site - Terms of use and legal restrictions (Web site Terms). We refer to the Terms of
Use and the Web site Terms collectively here as the Terms. By browsing this web site or reviewing this e-book,
downloading it, referring to it, or using it in any fashion, you agree to these Terms. When you use this e-book:
You promise to respect copyrights and otherwise follow applicable law.
You promise not to use the e-book except in accordance with the terms upon which HP supplies it to you.
You may view this web site, and the e-book using a web browser. You may download and make a copy of the
e-book or portions of the e-book solely for your own personal business use (information, research or study) if
you do not modify the e-book and if you include all copyright notices appearing in the material you copy in your
copy.
Except for these rights, you promise not to reproduce, copy, share, republish, upload, post, extract, transmit,
make available, adapt, modify, frame (by whatever means), link to, forward, create derivative works based upon,
distribute, disseminate, sell, publish, sublicense, or in any way commingle any materials on this web site or contained in this e-book with other third party content, do any other act of copyright, or otherwise use the e-book.
If you contact us, we may, but are not required to, expand these rights under a written agreement.
Where requested, you will provide us with accurate information.
You promise to keep the e-book in the form in which it was supplied to you. You promise not to circumvent any
measures that we have taken to protect the rights in the e-book that we have supplied, including removing this
information or otherwise facilitating an infringement of copyright.
You promise not to use any device, software or routine to interfere or attempt to interfere with the proper working of the web site or to otherwise interfere with the processes and technology we use to provide this e-book to
you.
You may share this e-book with others by directing them to our web site (hp.com/go/marketingebook) where
the e-book is available for download. You may only provide a link to this e-book in accordance with our
Guidelines for Linking to HPs Web site from a web site provided that you link to the home page (hp.com/go/
marketingebook), and use as the linking text HP Marketing Success e-Book.
Our disclaimer and liability limits:
We provide this e-book on an as is basis. We dont guarantee any results due to use of the material and
advice provided to you in this e-book.
HP is not responsible to any entity for any misuse of images.
HP reserves the right to terminate your right to use this e-book.
See the Web site Terms for the limitations on our liability.
The e-book may contain trademarks, service marks, and logos that are the property of third parties. You may not
use these trademarks, service marks or logos without prior written consent of such third parties who own these
marks and service names.
TO THE EXTENT ALLOWED BY APPLICABLE LAW, THE E-BOOK IS PROVIDED AS IS WITHOUT WARRANTY
OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES
OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE AND NON-INFRINGEMENT.
ISBN 978-0-9708474-8-5
53995 >
9 780970 847485
US $39.95
CAN $50.00
0/6
step
Focusing
Have you made a conscious decision about what business you are
in?
iStockphoto.com/Christina Hanck
iStockphoto.com/ooyoo
Knowing your
skills, experience and passion
Find the balance...
The art of being happy in what you do is to find the right balance
between providing a product or service your customers actually need
(or better, crave) and doing something you absolutely love.
But where do you start?
To clarify on your skills, experience and passion, look at your personal wants and needs first and at your business skills, experience
and contacts second.
Use the questions in the left sidebar on this and the following page to
think through which dreams, attributes and resources you have within
you.
Create a mental picture of what you will become and what you want
to do.
iStockphoto.com/Silvia Boratti
...and doing
what you love.
iStockphoto.com
...between customer
needs...
Later on we will help you select a promising field of target customers and assist you in matching your passion with the needs of those
customers.
Focus on your
strengths...
...forget...
...your weaknesses.
Top athletes train in a single sport to become the best in their field.
The same is true in business: if you want to become a market leader,
you have to concentrate on your strengths and continue to develop
them. Dont scatter your efforts and waste time on improving your
weaknesses. Think about your personal and professional assets in a
structured manner. Different categories of strengths could be:
iStockphoto.com/ranplett
iStockphoto.com/Tammy Peluso
Understanding
your strengths
You can also ask your friends and existing customers for their opinions and compare them with your own views of yourself. You might
discover additional strengths you didnt know you had. Next, compare your strengths with the ones you think your competitors have.
Then pick your strongest attributes and focus on the growth and evolution of them.
Defining
what you sell
1.
4.
5.
6.
7.
iStockphoto.com/Ivan Dinev
3.
iStockphoto.com/Slyadnev
2.
...what they...
Use the printable value statement tool on the next page to get clarity
about the product you really sell. Brainstorm and collect idea bites
and word fragments and combine them into a Value Statement.
Who
Who
you are doing it for.
you are and what
...for technology
you do.
companies...
Example: Cendesic.com is the only
---------------------------------------------------digital marketing agency...
Why
------------------------------------------------------------------------------------------------------------you do it.
----------------------------------------------------------------------------------------------------------------...who
want
to increase their
How
----------------------------------------------------------------------------------------------------------findability...
you do it.
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ...that writes search-opti- ---------------------------------------------------------------------------------------------------mized eBooks...
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
When and
why do your customers need you?
...in an era of oversaturated media
channels.
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Value
State
ment
iStockphoto.com/Che McPherson
Printab
le
Understanding
which trends to ride
Pick a trend...
iStockphoto.com/Fernando Soares
iStockphoto.com/Selahattin Bayram
No matter which one you pick, make sure that it is a conscious decision and prepare yourself for the consequences.