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safer, or give them greater peace of mind? De- fine this and you'll be able to zero in on your prospect's dominant buying motivations – their hot buttons. 7. What is my Mafia Offer? Are you ready to make them an offer they can't refuse? If you've accurately answered questions 1 – 6, then you know this isn't about price. It's about finding the tipping point that helps your customermove fromtheir present pain to your value solution. 8. What is my elevator speech? This is an important exercise: Describe all the benefits your offer your customers – how your of- fering improves lives – in 30 seconds or less. Start with this statement: "I help [your specific target buyers] do/realize [your major benefit/USP/ CVP] even if [worse case sce- nario.]" I'll share more about this next month. 9. What are my traffic routes? Where are your buyers shopping? How are they finding you? How do they respond to you when they find you – by phone? Email? Walk- in? Analyzing where your current buyers are coming from will tell you where to focus your marketing. 10. What are my Calls to Action? Question #3 addresses what 'next step' you want your prospects to take. When you've an- swered that, then you need to tell them what to do next and give them a way to do easily do it. Web forms, 'call us now' campaigns, timed in- centives are all call to actions. If you don't ask, you don't get. These 10 Questions address the core of effec- tive marketing. With so many choices avail- able, you've got to attract your prospect's attention and then motivate them to act. If you're not answering these questions through re- search and measurement, then you're shooting from the hip. And that's not a great strategy! To receive these 10 Questions as a worksheet in PDF format, email me at sstroud@builderra- dio.com and ask for the 10 Questions Work- sheet. T J Scott Stroud helps manufacturers; dealers and com- munities tell their story and better communicate their benefits to buyers. He is the co-founder of Builder- Radio.com and Q3 Marketing, teaches and advises on sales, marketing automation, and social media, and offers sales and marketing coaching through The Selling More Homes Academy. Contact Scott at sstroud@builderradio.com, or call 606-677-0447. Visit our website www.journalmfdhousing You can view our current issue online as well as back issues. Download a media package and find links to other websites, plus much more. Reil Rock SeamlessRockSkirtingSystem Now available in • Brown & Gray • 32", 36", 48" heights • easy installation Accessories include: Vent Inserts... that open & close Access Doors... adjustable heights CarpetArmour Carpet Protector - "Shield your carpet from stain, dirt & wear." C - Easy Application ReilRock..."TheReilThing" REIL ROCK PRODUCTS, INC. 11 Reil Rock Industrial Blvd. Pat. No. 4,944,124 800-242-3005 Pat. No. 4,656,722 No. 16 on Get It Quick Page Eufaula, OK 74432 For easier application use the Excalibur Applicator. * on qualified orders 18" Wide Carpet Armour Stock # CS-180200 18"x200' CS-180600 18"x600' CS-181000 18"x1000' Excalibur I Applicator 23.5" Wide Carpet Armour Stock # CS-24020023.5"x200' CS-24100023.5"x1000' Excalibur II Applicator *Free Shipping Call for the name of your nearest distributor. V.P. Products & Sales Inc. 800-462-1775 FAX 800-462-1779 JUNE 2012 27 THE JOURNAL 219 Challenge Ave., Prattville, AL 36067 www.vpproductsandsales.com No. 17 on Get It Quick Page