S P I N – a helpful tool to get your marketing words down in double quick time!

What a great meeting of Fabulous Women (& Marvellous Men) we had at The Bear in Oxshott today.

I felt very privileged to share one of the tools that I use to help write marketing communications clearly and succinctly.

It’s called S P I N and goes like this:

• S is for Situation
  o Here we explain the current situation that our prospects find themselves in
• P is for Problem
  o We then explain the problems that they are experiencing
• I is for Implication
  o Here we describe what might happen if the problems are not addressed and resolved, clearly stating the pain they might feel if no action is taken
• N is for Need
  o This is where we promote ourselves and demonstrate how we can solve their problems better than our competitors

Using this format your prospects can immediately identify with their situation and problem; you have grabbed their attention.  And you have very quickly written a compelling reason why they should take action and do business with you.

SPIN can be used in all manners of communications from a 60 second introduction to a web page, a blog or letter and even form the structure for a presentation or video.

Here’s an example that I used to introduce my presentation:

Situation
We’re all Fabulous Women running fabulous businesses.  We’re experts at what we do and we are passionate about how we help other people.

Problem
However, as business people we have many hats to wear on top of our professional hat for jobs such as our accounts and our marketing.  And when we put time aside to concentrate on our marketing very often we have to write.  We have to put down in words the marketing messages that are going to attract the people we’d like to do business with.  But these words don’t always come easily.

Implication
Staring at a blank screen wondering where on earth to start takes up precious and limited time. Time that we can least afford when we have all those other hats on the rack waiting to be worn; mother, wife, girlfriend, daughter, sister, friend.  We don’t want to let anyone down.

Need
Therefore we need to acquire the skills to help us do a great job with our marketing messages in double quick time!  And that’s what we’re going to do this morning.

And that’s exactly what we did!  In just 5 minutes everyone wrote a compelling marketing message.

I invite you to promote your business in the comments section below by adding your compelling SPIN statement.  And I wish Fabulous Women (& Marvellous Men!) every success!