Posts Tagged ‘positioning’

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

What Makes A Good Message Strategy?

Your brand’s message must convey a compelling benefit that fulfills a need or solves a problem that your target audience has or finds themselves faced with. If your brand is offering a solution, it must be a solution that is perceived as practical, desirable and believable. If you are describing a bundle of services or strengths, those attributes must be perceived as offering tangible results and being value adding.

Someone has to want, need or desire what you are offering if you are going to be successful. More importantly, they have to know that they want, need or desire your product and its benefits.

A great message strategy sets up a situation or need, makes a Promise, includes a believable Reason Why and asks for the sale — typically in very few words or through a single compelling image. Great advertising and media messages are a challenge to create and the most memorable ones are often stunning in their simplicity (‘Just do it!’). Those of us in the advertising industry know that it only looks easy. An enormous amount of research and thought has to go into the process … Lori Martinek, Branding Expert & Author,  www.pplusonline.com  (Excerpted from Lori’s book, Be the Bulb!. To read more, visit Amazon.com HERE.

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



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