(EMC) Critical Success Factors (CSF)

    Introduction

    You should only complete this application form if you are an Accredited Associate, Executive, or Senior Consultant at Appleton Greene and if you have placed a service order for either an Email Marketing Campaign (EMC). If this is the case, then you will have received an email communication from an authorized Campaign Manager at Appleton Greene, inviting you to complete this application form.

    The purpose of this application form is to provide Appleton Greene with unique content for each of the 12 monthly emails that will be used for your (EMC). All of the emails that are forwarded to potential clients on your behalf, will be exclusive to you and your proposed Unique Consulting Service Proposition (UCSP). They will feature the content that is contained within your Consultant Profile Form (CPF), the content that is contained within the Executive Summary of your Client Information Guide (CIG), a URL link to your Client Information Guide (CIG), which is also the platform used by clients to place consulting service orders, via the Bronze, Silver, Gold and Platinum Client Service Order Forms. These emails will also incorporate a link to a Client Telephone Interview Request (CTIR) form, enabling potential clients to arrange a mutually convenient telephone appointment with you, if they would like to discuss your proposed service in more detail, before placing a service order with you.

    Objectives

    There are two objectives relating to this application form. The first objective is to provide some content within each of the 12 marketing emails, which is unique. If all of the emails contain exactly the same content, then this will adversely affect the performance of your campaign and will also reduce the amount of emails that arrive within the recipient's inboxes. By providing some unique content at the beginning of each email, together with unique content within the subject line, this enables email service providers to establish differentiation and ensures that your emails are not wrongfully identified as spam.

    The second objective is to provide content, which is engaging and prompts a call to action. Each Critical Success Factor (CSF) needs to create empathy with the recipients, demand their attention, help them to understand the value of your proposed consulting service and prompt them to take action, either by replying to the email, completing a Client Telephone Interview Request (CTIR) form, or by completing a Bronze, Silver, Gold, or Platinum client service order form.

    Where to start

    The best place to start is by looking at an example. Please CLICK HERE to review the 15 Critical Success Factors (CSF) relating to the Accredited Consulting Service (ACS). This will help you to visualize what is required here. Each Critical Success Factor (CSF) should be written in your own words and should consist of between 200 and 300 words only. You cannot provide your content in the form of lists, numbered, or bullet points. The content needs to be written in the form of one paragraph only. Any content that does not meet with these specific requirements will be declined. The content also needs to be directly related to your Unique Consulting Service Proposition (UCSP) as featured within your Client Information Guide (CIG). It should not relate to you personally, your resume, or CV.

    Start by making a list of 12 powerful selling points that you believe your consulting service has. At Appleton Greene, we refer to these as Service Benefits. Then make a list of 12 needs or objectives, that you consider your target market (industry sector and geographical location) will have. We refer to these as Key Corporate Objectives (KCO). You then need to match one Service Benefit with one Key Corporate Objective (KCO). Try to ensure that you match the strongest Service Benefits with the strongest Key Corporate Objectives (KCO). Try working through this process several times, until you are happy with the choices that you have made. A strong Service Benefit, matched with a strong Key Corporate Objective (KCO), equals a very powerful Critical Success Factor (CSF). Dedicate some quality time to this process until such a time as you are happy that you have done your best.

    Creating content

    Now you need to write one paragraph, in your own words, consisting of between 200 and 300 words, which clearly explains the Key Corporate Objective (KCO) that you believe your prospective clients will have and the Service Benefit that you propose would satisfy this objective. You do not need to refer to you or your consulting service directly, just talk about the Critical Success Factor (CSF).

    For example, the first (CSF) on the list for the Accredited Consulting Service (ACS) is entitled "Create a tangible and coherent Consulting Service Process (CSP)". The Key Corporate Objective (KCO) here, is that "The main difference between an employee and a consultant, is that the former sells themselves, whereas the latter sells a service." This is in fact the very reason why most consultants fail, because they do not realize that as a consultant, clients are expecting them to provide a tangible Unique Consulting Service Proposition (UCSP). The Service Benefit here, is that Appleton Greene develops and promotes consulting services, rather than individual resumes, CVs or profiles. This makes it much easier for clients to understand precisely what they are being asked to buy and how the service will work in practice. Matching this strong Service Benefit with the right Key Corporate Objective (KCO), results in the development of a powerful Critical Success Factor (CSF). Finally, the paragraph prompts consultants into a Call To Action by inviting them to arrange a Telephone Interview with an authorized Appleton Greene Client Manager, in order to quickly identify whether they themselves have a tangible Unique Consulting Service Proposition (UCSP) to offer their clients.

    So, when you are writing the content for each Critical Success Factor (CSF), please remember to clearly outline the client's Key Corporate Objective (KCO), clearly explain how your Unique Consulting Service Proposition (UCSP) will satisfy this objective and then provide your clients with a clear Call To Action. This all needs to be incorporated within one clearly defined paragraph, consisting of between 200 and 300 words and should be well written in your own words. It should also be interesting, engaging and informative. What matters here, is quality, not quantity. Each of your 12 marketing emails will feature just one of your chosen 12Critical Success Factors (CSF) and the email will start with the (CSF) content that you yourself have provided within this application form. This content will understandably prove to be critical to the success of your Email Marketing Campaign (EMC) or Shared Email Marketing Campaign (SEMC), because it is intended to demand the attention of your proposed clients. Hence the reason why we call them Critical Success Factors (CSF).

    Time planning

    The application form will only take you approximately 1 hour to complete, but you will need to prepare your content carefully beforehand and this may take you several days. Please complete all parts of this application form without exception.

    Lower case

    Please insert your answers in lower case apart from when starting sentences and proper names. Do not use upper case or capital letters where it is not appropriate to do so. Applications will be automatically declined if you do not adhere to this requirement.

    Personal Details

    Surname or last given name *

    First names or forenames *

    Primary email address (one only please) *

    Backup email address (one only please) *

    Accredited Consultant Designation (Please insert ONE of the following words: Associate, Executive, or Senior) *

    What is the title of your consulting service (2 words only please) *

    Critical Success Factor (CSF) 01

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 01, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 01 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 01 - Content *

    Critical Success Factor (CSF) 02

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 02, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 02 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 02 - Content *

    Critical Success Factor (CSF) 03

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 03, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 03 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 03 - Content *

    Critical Success Factor (CSF) 04

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 04, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 04 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 04 - Content *

    Critical Success Factor (CSF) 05

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 05, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 05 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 05 - Content *

    Critical Success Factor (CSF) 06

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 06, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 06 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 06 - Content *

    Critical Success Factor (CSF) 07

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 07, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 07 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 07 - Content *

    Critical Success Factor (CSF) 08

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 08, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 08 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 08 - Content *

    Critical Success Factor (CSF) 09

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 09, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 09 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 09 - Content *

    Critical Success Factor (CSF) 10

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 10, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 10 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 10 - Content *

    Critical Success Factor (CSF) 11

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 11, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 11 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 11 - Content *

    Critical Success Factor (CSF) 12

    Critical Success Factor (CSF) Title

    Please insert the title for Critical Success Factor (CSF) 12, (incorporating a maximum of 10 words).

    Critical Success Factor (CSF) 12 - Title *

    Critical Success Factor (CSF) Content

    Please insert your content for this Critical Success Factor (CSF), following the specific instructions that have been provided on the Introduction page, within this application form. (Between 200 and 300 words only please).

    Critical Success Factor (CSF) 12 - Content *

    What Happens Next

    Once you have submitted your Critical Success Factors (CSF) to Appleton Greene, they will be scheduled for review by your designated Campaign Manager. You will be informed whether your Critical Success Factors (CSF) have been approved, via email, usually within 10 business days, (not including weekends or public holidays).

    Once your Critical Success Factors (CSF) have been approved by your Campaign Manager, your Email Marketing Campaign (EMC) or Shared Email Marketing Campaign (SEMC) will then be scheduled to start during the next available month. Your designated annual Accredited Consulting Service (ACS) period will not commence until such a time as your campaign has been activated, so you need not worry about this.

    It may also be prudent for you to ensure that you add the email address consultants@appletongreene.com to your safe email user or white list for both the primary and backup email accounts that you have provided within this application form. This will ensure that you receive all Appleton Greene email communications safely, without them being inadvertently diverted to your spam email folder by your internet service provider.

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