Quite often business owners will ask me to share the most powerful marketing strategy I have seen.
I love their look of disbelief when I reply that the most powerful strategy has little to do with your branding, advertising, website, or social media.
Before any of those things will really have any impact on your business, you’ve got to uncover and communicate the way in which your business is different from every other business that does what you do.
You’ve got to find a way to stand out and stake your claim on a simple idea, or position, in the minds of your prospective clients. This claim must be powerful and intentional – even if you must alter some aspect of your business to achieve it.
In the minds of most prospects, one product or service is essentially like the other – a commodity to be acquired by simply picking up the phone. It doesn’t really matter if it’s true or not, unless you are willing to do something about it.
The problem with residing in the commodity business is that if your prospects can’t identify some specific way in which your business is unique, they will default to the only thing they can measure – price. And price, as I suspect you’ve learned, is a terrible place to compete. There will always be someone willing to go out of business faster than you.
Find something that separates you from your competition; become it and speak it to everyone you meet. Quality isn’t it. Good service isn’t it. Delivering on time and fair pricing – not it. These are all expectations.
The difference needs to be in the way you do business, the way you package your solutions, the way you sell your products or services, the fact that you show people how to transform their lives – it’s in the experience you provide.
Business is pretty simple…
We get paid to move people from a “Before” state to a desired “After” state. In the “Before” state the customer is discontent in some way. They might be bored, frightened or unhappy for any number of reasons. In the “After” state — life is better. They are entertained, happy, or unafraid of what previously plagued them.
People don’t buy products or services. They buy outcomes. They buy access to the “After” state.
A great product or service will genuinely move a customer to a desired “After” state… and great marketing simply articulates the move from the “Before” state to the desired “After” state.
Needless to say — getting clear on the desired outcome your business delivers is fundamental to the success and profitability of your business.
And it’s the most powerful marketing strategy I’ve ever seen.
Di-Di Hoffman is the Green Industry’s leading authority on marketing and sales automation with free and low cost tools; and this year SAGIC endorsed his training programs in recognition thereof. Leveraging strategy, technology and analytics to work together as one efficient system, he can help you grow your revenue.
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