Posts Tagged ‘marketing strategy’

Put Yourself in the Path of Success

Successful entrepreneurs create their own opportunities for success. Why? Because they know that success is not accidental. You have to make it happen … and you have to actively look for opportunities to make it happen. 

Life is filled with opportunities: people we stand or sit next to, chance meetings, unplanned events, items seen or read, offered projects, ideas that seemingly come out of nowhere. We have to recognize each of them for what they can be if we want to achieve our goals. 

Seek out opportunity and  leverage it into something more. Watch for it. Evaluate it. Answer the door and build on it. Don’t let it pass you by. Successful people are constantly watching for opportunity and, when they find it, they embrace it. They do not wait for success to happen. They make it happen … one opportunity at a time.

We often hear about being ‘on the road to success’. There is no one road to success, but there are a lot of paths and side roads. Knowing which path to take is where strategy comes in. Knowing when to step off the main road and explore a new path is where courage and creativity come in. Knowing when to stop exploring and put the accelerator down for a while in order to get closer to your ultimate destination is where experience comes in.

Opportunity is out there. If you are open to it and actively working toward your goals, it will find you. Better yet: Put yourself in the path of success by focusing on what you want to achieve. Immerse yourself in your topic. Think about it, read about it, talk about it.

Actively look for and create opportunities to be successful and you will be successful.

You’ve heard this one too: ‘Follow the path and see where it leads.’ Opportunity is a path. It is a road that can move you forward, or present a new direction for achieving your goals. Be aware of and open to possibilities – and then act on them. Some will pan out, others won’t. But you will never know what COULD have happened unless you follow the path for a while. In order to truly be open for business, we have to truly be open to opportunity. … Lori Martinek, Branding Expert & Author

 

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

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

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