Finding the Right Marketing Message

JLC Live presenter Allison Iantosca, owner-partner of Boston-based F.H. Perry Builder, talks with JLC chief editor Sal Alfano about a three-step process for developing the right marketing message: self-study to discover what your personal goals are; market study to gather information about how your company is perceived; and third-party surveys to find out who is responding to your message, who is not, and why.