Business Capability Workshop
Lizzie Brandon, 29th July
More than 20 participants packed Business North Harbour’s training room eager for a crash course in marketing communications, and specifically when, how and why to use advertising, editorial or advertorial to share their message.
Lizzie’s 90-minute workshop could only scratch the surface of this huge topic, but there was one overriding theme: see through your customer’s eyes and talk your customer’s language. In other words, how does what you’re saying look from their point of view? What’s in it for them?
Lizzie encouraged attendees to consider the first question that prospective customers ask about their business and frequently held misconceptions about their industry sector. Moreover, she stressed the importance of not just focusing on the WHAT and the WHO of a business, but the WHY and the HOW. Those, she states, are where true points of difference can be found.
Attendees then had the chance to get to know each other, splitting into pairs to learn more about each other’s business and ask challenging questions to highlight their “unknown unknowns”. They used this information to form the basis of attention-grabbing headlines, e-mail subject lines, or the opening phrases of an elevator pitch.
Everyone also enjoyed a tasty buffet lunch catered by Trio Events.
