We’ve helped clients develop a strong marketing foundation by:
Making sure your product or service is packaged and defined in a way that talks to what your customers really want to buy.
No-one has the time or money to market to everyone. Great stories are rarely aimed at everyone. Average people are good at ignoring you. Who does it make the most sense for you to spend your time and money talking to?
Why should the customer spend his or her money with you? What is your competitive advantage: is it sustainable? Great stories make a promise. They promise fun, safety or a shortcut. The promise needs to be bold and audacious. It’s either exceptional or it’s not worth listening to.
A niche strategy allows you to focus your marketing efforts and dominate your market, even if you are a small player. Is there a niche in your market? And is there a market in that niche?
You have to stay in front of your clients consistently if they are going to remember your product when their need arises. It’s a conversation, not a monologue. Luckily, great stories spread fast. First impressions are far more powerful than we give them credit for. So it’s important to find the right angle in.
Great stories are trusted. Trust is the scarcest resource we’ve got left. No one trusts anyone. Potential customers must trust that you will deliver. As a result, no marketer succeeds in telling a story unless he has first earned the credibility.
Great stories don’t contradict themselves. Be consistent in the look of your collateral, your message, the level of customer service, and the quality of the product. Being consistent is more important than having the “best” product.
Focus allows for more effective utilisation of time and money. Your promotional budget will bring you greater return if you use it to promote the same product to the same target audience over a continuous period of time.