Attribute

What are the benefits of your product or service? Look beyond the obvious and try to determine what the customer feels like your product provides.

Impact

Who cares about the benefits and why? What is the demographic and psychographic profile of the person most likely to buy your product? 

Market

Where are  your customers in the physical world and the digital world and what platforms can we use to reach them?

About the course

A.I.M.S. organizes marketing strategy around four connected decisions: Attribute, Impact, Market and Strategy. Instead of starting with advertising channels, the process starts with what you are selling and works step by step toward the customers, markets and actions that deserve your resources.

Herman Garner, MBA

I am an entrepreneur, small business consultant, and business educator with more than 25 years of experience in business ownership, marketing, sales, strategy, and business development. My work is focused on helping business owners make better decisions, use their resources more effectively, reach the right customers, and build practical strategies for growth.

Curriculum

4 Chapters · 5 Lessons

    1. (Included in full purchase)

      How A.I.M.S. Increases Sales — video

    2. (Included in full purchase)

      Workbook — view the workbook + download printable/fillable versions

    1. (Included in full purchase)

      Building the ADT Analysis - video

    1. (Included in full purchase)

      Building the Mercedes Benz Analysis - video

    1. (Included in full purchase)

      Apply A.I.M.S. to Your Business - video

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