Ingredient: Description of Services
Being able to describe clearly the services you offer is essential for all aspects of marketing. A solid description of services can be the basis of numerous other marketing tools, such as a website, marketing letter, or telephone script. A complete description contains the features, benefits, structure, and cost of your services. It should not include everything you could possibly do for your clients, but rather just those services you plan to focus on in your marketing. The example in Figure 7-1 is for a certified public accountant serving small business owners.
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