Archive for the ‘marketing’ Category

Stop Selling What You Have …

Stop selling what you have and start selling what they want. People buy benefits, not attributes … always. They buy the promise of a need or a want fulfilled; the anticipation of a wish come true. Sometimes that promise represents a tangible problem solved. Other times (often), it’s an intangible, but equally important desire for status, convenience, belonging or something similarly wishful.

Every branding strategy should start with a SWOT … an assessment of your offering’s Strengths, Weaknesses, Opportunities and Threats. Strengths identify potential benefits. Opportunities identity potential needs. Opportunities in the marketplace that potentially match your offering’s Strengths have promise as competitive consumer benefits … but not quite yet.

Consider the Strengths that you have to work with and identify your target market. Who are the Ideal Prospects for your product or service? They should be people who have a need or a desire that is well-matched with your offering. Then think, carefully, and make sure that you can answer these questions before you proceed further:

• WHO are these prospects?

• WHAT is important to them?

• HOW do they obtain information to make buying decisions?

• WHICH types of media or other information sources do they use to get that information and, therefore,

• WHERE will you be able to find them and speak to them?

Then also ask: WHY is your offering the best one to fulfill their needs? And WHY is it more competitive that what your competitors are offering? There are no simple answers in marketing, but there are very clear, very basic questions that you can (and should) ask yourself before beginning any outreach effort. … Lori Martinek, Branding Expert & Author, http://edcgrow.com

Adopt vs. Adapt

Early Adopters seek out new ideas and put them to work.

Adapters put up with what is given them, often reluctantly … and usually without joy.

Adopt versus Adapt.

One is offensive, the other defensive.

One is proactive, the other reactive.

One requires courage and curiousity … a trade off of risk for reward.

The other is more about compliance, complacency … or even fear.

It is difficult to get Adopters to adapt, but it’s easier to sell them on new ideas and products.

Adopters live life and experience it. Adapters cope with it.

 

Adapters will follow Adopters, as their numbers grow.

Target Adopters and they will help you spread the worrd … Lori Martinek, Branding Expert & Author,
http://pplusonline.com
 

Don’t Wait For Success To Happen …

… MAKE it happen! Success comes to those who go after it — in any economy. There’s no magic formula to live by, just four undeniable truths that apply to any business or brand.

Lori’s ‘Four To Live By’:

    – Make Yourself Visible;

    – Plant the Idea;

    – Ask For the Sale;

    – Deliver As Promised and Provide Exceptional Service.

      Always

Servicing the sale is more important than closing the deal. The experience of working with you and your company is what customers will remember. First impressions count, but it’s the perceived experience that makes or breaks a reputation …. Lori Martinek, Branding Expert & Author, http://pplusonline.com

Evolution Always Beats Inertia!

Your marketing strategy, like life in general, must always be a work in progress. People change, markets change, circumstances change, the world changes — and your relation to (or with) all of these will also change and evolve.

 

You must avoid inertia by working to ensure that your offering and your message remain relevant amidst change. You must keep your sites focused on the target, as it moves, to ensure that you keep moving toward your goal.

 

There will always be opportunities to make your company stronger, smarter and more successful. Watch for these opportunities — and then enbrace and expand on them.

 

Evolving brands — and businesses — thrive. Static brands die. Change for the sake of change is not the solution. Considered brand evolution is.

 

Alway be considering your next toward success. … Lori Martinek, Branding Expert & Author, http://pplusonline.com

Six Things You Shouldn’t Have to Figure Out By Yourself

Create Stakeholder Interest, Input and Investment in your brand … right from the start. It is the best way to create an army of Brand Champions. 

Always Base Your Brand In Reality … Make sure that it reflects what exists today, NOT what you hope it will become tomorrow … or at some point in the future, once you’ve had a chance to ‘work on things’.

 

Keep Your Focus on the Target Audience and THEIR Needs … and how what the Benefit that you have to offer can fulfill those needs better than anyone else … or any other place … can.

 

Focus on Benefits, not Attributes … Always. Attributes are features and are often presented as a list. A benefit is the promise that is offered by one or more attributes. Make sure that your benefit is competitive, compelling and believable.

 

Branding is an Investment. Consider it carefully and call in outside expertise if you can. It is always difficult to objectively study your own backyard and see the real strengths and challenges … and …

 

Your Brand is a Valuable Asset. Create it, nurture it, reinforce it and strengthen it, always. Strong brands survive. … Lori Martinek, Brand Expert & Author 

Branding Defined …

 A brand is a set of perceptions, experiences and expectations that people have and hold about working or doing business with an individual, a company, a community, a region or an organization. It is entirely subjective on their part and it is based on experience, exposure and interpretation. Strong brands are clear, confident and consistent and they communicate clearly, confidently and consistently — online and off. They claim a position of value in the prospect’s mind and work tirelessly to build and maintain top of mind awareness. They inspire trust and confidence always.

Successful brands have thoughtful branding strategies directing their growth. A positioning statement is at the core of every branding strategy. Branding is the execution of the positioning statement. Effective brands make a clear promise and provide a clear and believable ‘reason why’. The effectiveness of everything that follows relies on the success of the positioning effort and strategy. Absolutely everything …. Lori Martinek, Branding Expert & Author

Making It Meaningful!

When you are trying to communicate with an audience, remember that it’s all about them and not you.

Focus on competitive consumer benefits to make your message strong. Consider the strengths that you have to work with and really think about your target market. Who are the Ideal Prospects for your message or offering? They should be people who have a need or desire that is well-matched with what you have to offer. Then … carefully … make sure that you can answer these questions BEFORE your proceed further:

  • WHO are these prospects?
  • WHAT is important to them?
  • HOW do they get information to make buying decisions?
  • WHICH types of media or other information sources do they use and, therefore:
  • WHERE will you be able to find them and speak to them?

Then also ask: WHY is your message or offering the best one to fulfill their needs? And WHY should they care about what you have to say or sell? Remember, it has to be all about them, not you, always. … Lori Martinek, Branding Expert & Author



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