How to say it
In this section you’ll find a collection of the phrases and expressions used in the extracts on the previous pages (pp. 6–11). The numbers (1–12) after each of the phrases refer to the extract it was taken from.
Discussing market research
What do we know already? [1]
This research shows that… [1]
The market for natural organic foods is valued at… [1]
Can we believe these figures? [1] What are the main takeaways from this research? [2]
What’s our current market share for...? [3]
What does the research show? [11]
Talking about consumers
Our client base consists of… [2] We’ve identified new consumer buying habits. [2]
Why should Gen Z be interested in our products? [5]
Creating buyer personas
What’s important for this demographic? [3]
What are the demographics? [4] What are their needs? [4]
What are their fears? [4]
What is their story? [4]
Where are the touchpoints? [4] How will we capture their attention? [4]
Asking about strategy
What’s the goal of the new portfolio and campaign? [5]
Do you want to drive penetration or frequency? [5]
What’s our go-to-market strategy? [6]
Where, when and how do we reach these potential customers? [6] How and where will we communicate our value proposition? [7] What about social media? [8]
Talking about strategy
We need to tap into… [3]
I’ve broken down our campaign into… [7]
We’ll capture their attention through… [7]
Everything ties in with… [8]
Stating marketing goals
We need to appeal to… [2] We want to capture... [5] We need to look at... [6]
Asking about brands
What makes us stand out? [5] How will we differentiate these products from…? [5]
Describing brands
We already deliver… [2] We have clear values. [5] We stand for… [5]
Describing actions
I’ll inbox you… [6]
I’ll put together a team. [6]
We’ll design new packaging and create new flavours... [10]
Checking understanding
What are you saying? [2] What’s this category “owned media”? [8]
What’s that about? [8]
What do you mean by “earned media”? [11]
Talking about partnerships
We’ve signed up three influencers to endorse our… [8]
We’ve landed a deal with… [9]
How many outlets will be involved? [9]
We’ve entered a long-term partnership with… [9]
They are a perfect fit for us. [9] We’ve partnered with… [10]
They will carry... [10]
It ties in perfectly with… [10]
Asking questions about partnerships
What do they do? [9]
How does this channel fit our brand positioning? [9]