Insights Blog

An introduction to editing for non-editors (Part 2) – copy editing

In part 1 of this series, I explained the difference between content editing (big picture re-writes) and copy editing (fine-tuned corrections), and lamented that we’re not all lucky enough to work in proposal shops with dedicated editors. Too often, proposal managers and project staff are asked to edit proposals when they aren’t expert editors. This is overwhelming because there are too many rules and nuances in grammar to expect a non-expert to find and fix them all. The good news is that evaluators aren’t typically grammar experts either. This means evaluators typically only care about errors that are glaringly obvious, look sloppy, or make writing hard to understand. Instead of trying to fix every mistake (impossible!), non-experts tasked with editing a proposal—presumably under an unrealistic timeline—should prioritize the following five editing concerns. 1. Implement consistency in bulleted lists Bullets make important text stand out, so errors in bulleted lists stand … Continue reading An introduction to editing for non-editors (Part 2) – copy editing

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Show me the money! (Part 4) Effective messaging and communications to attract and engage customers

A Go-to-Market strategy series

As any gardener knows, without the proper care, your plants won’t grow and flourish! Well, the same can be said for your business. You must plan, prepare, and implement the proper care for success, such as developing an appropriate brand position, crafting relevant marketing messages, and determining the right media mix to attract, influence, and engage customers. In this part of our GTM strategy, we’ll review the importance of developing a brand position and marketing strategy/messaging campaign, using brand, image and promotion development tactics. Brand positioning Brand positioning is the process of positioning your brand in the mind of your customers. When a company uses a smart, forward-thinking approach, it’s more likely to have a positive influence on its position in the eyes of its target customers. In the effort to position your brand, it’s important to identify and attempt to own a marketing niche for your product or service … Continue reading Show me the money! (Part 4) Effective messaging and communications to attract and engage customers

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Show me the money! (Part 3) Building your Go-to-Market strategy

A Go-to-Market strategy series

As we discussed in our previous posts (What is Go-to-Market? and The data behind a Go-to-Market strategy), in order to build an actionable, comprehensive Go-to-Market (GTM) strategy, you must first conduct the appropriate research to ensure its success. Now that you have the details from your internal and external research (The data behind a Go-to-Market strategy), reviewed and evaluated the data results, and determined your most effective direction, you can build your GTM strategy. This is where you clarify your plan and direction and establish your path for growth. From your research, you should clearly understand your value proposition (your internal research reveals what you have to offer and what’s most attractive to your customers), your key differentiators (as compared to your competitors and the needs of customers), your resources (staff/employees, partners, vendors, SMEs, etc.) and how that defines your target market, and the tools to attract and engage the … Continue reading Show me the money! (Part 3) Building your Go-to-Market strategy

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Registration now open for Show me the money! Learn how to build your Go-to-Market Plan and target Federal Government customers

Lohfeld Business Winning Webinar – May 3, 2017

Date: May 3, 2017 Time: 12:00 pm – 1:00 pm EDT Go-to-Market (GTM) strategy and execution sets the stage for your company’s capture strategy and planning. GTM helps position your company to focus marketing and sales efforts, form relevant relationships, understand competitor activities, build your pipeline, and determine the best opportunities to pursue. Join us for our free webinar to learn: How an actionable GTM strategy forms your roadmap for developing short- and long-range plans and for preparing and implementing measurable goals and objectives. How constantly mining data will identify relevant new opportunities and help you target Federal Government customers using market research, customer insights, and competitive intelligence. How to leverage your mined data to build your realistic opportunity pipeline. How to uncover key contacts and build a communications plan to promote your company. How to develop and direct an integrated GTM strategy that will maximize your company’s sales, profits, … Continue reading Registration now open for Show me the money! Learn how to build your Go-to-Market Plan and target Federal Government customers

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