(STEP)

I recently described the PSI method of email conversion. If you can tolerate one more acronym, allow me to introduce you to STEP.

What is the STEP Framework?

STEP stands for segmentation, targeting, expectation and positioning. I

t is a framework that helps entrepreneurs and marketers like you define your audience in order to reach the right people with the right messaging. Applying STEP to your marketing can help improve effectiveness.

Segmentation: The segmentation of customers is the grouping of customers based on common attributes. These might include their needs, product preferences and frequency of purchase.

Targeting: This describes the various targeting strategies that enable you to reach the right market with the right solutions. Examples are wholesalers who stock products at bulk prices and consumers who buy competing products.

Expectation: What the customer hopes to achieve by trusting your product or service. This can range from joy to relief. Expectations can usually be met by using hidden appeals. Knowing the expectation leads to the next and final step in STEP (Sorry, I had to)

Positioning: This is the messaging that drives effective marketing. Marketers refer to it as the value proposition. Good messaging doesn’t make false promises; it simply identifies the customer’s pain and articulates a solution.

You don’t have to be a marketing expert to sell your products. Next time you’re feeling perplexed by marketing, simply refer to STEP.