positioning

Dec

2017

The Treasure at the End of the Question Mark

When you’re looking for someone to help with your marketing tasks, you have questions to ask of them. Those questions reflect what you need from the marketing professional.

As important as those answers are, consider the questions your prospective hire asks you. Do they know that every piece of the marketing puzzle must fit within the big picture? Or are they just interested in the piece that they can provide?

When discussing your wants and needs, it’s vital that your copywriter, SEM or SEO specialist, or web designer understands what you’re trying to accomplish with your marketing. If they are willing to take your money without looking at the big picture, they will probably miss the mark.

Golden Questions Reveal the True Nature of Your Prospective Marketer

There are questions your potential copywriter or marketer should ask you. The answers to these questions will define the project and the direction of your marketing.

When a copywriter asks these questions, you’ll know you have someone who truly cares about your business and has your best outcomes as their goal.

What do you want?
- What is this project?
- What are the elements of this package/project?
- What will this finished project look like?
- What do you need done right now?
- What is the most pressing marketing challenge you’re facing now?
- What other projects are facing close deadlines?
- What else do you want to achieve?

What will having that do for you?
- How does this project fit into the growth/development plan of your company?
- What are the goals of this project?
- How will the successful outcome of this project affect the company?
- What caused you to head in this direction?
- Why is this important now?

How will you know when you’ve accomplished it?
- What is a perfect outcome for this project?
- How will we know it’s a success?
- Are there key signs to determine success?
  - If so, what are they?
- What expectations do you have for this project/campaign?
- What would show this project failed?

We’re all looking for answers. Good questions open the door to answers that can make or break a marketing project.

Please feel free to take advantage of my free 20 minute consultation call here.

Nov

2017

How to Create a Marketing Position that Works

It seems like a lot of work to create a position in the marketplace. If you just start advertising, you can hit the ground running. But without a strong positioning strategy, will your marketing messages attract the right people? Can you continue to fine-tune your advertising to speak to your customers and prospects without endlessly repeating yourself?

Here are 6 questions to develop your product or service position:

What does your prospect want? People don’t want products or services. They want solutions to their problems. Just as people don’t want a drill or even a hole – they want to hang a shelf. They really don’t even want a shelf. They want to put things out of the way or to decorate their home. What problem does your product or service solve? What is different about your solution that makes you stand above the crowd?
What position can you own? If the spot at the peak is taken, how can you differentiate your product or message? Some will say that if you can’t be in first position, don’t bother. Markets are fickle, so there’s probably a place for your unique offering. What can your product do that no other does as well? Save the whales? Delicious taste and low calories? Find a hole in their position and fill it.
Who are your competitors? Don’t go head to head with the giants in your market. You can’t win. Even if you make headway into their space, they can beat you with their deep pockets. Your position needs to fill a gap that they don’t bother with.
You decide the competition is worth battling. Can you afford to compete in that space and still make a profit? You may have created a healthy cola drink. Is it wise to go against the behemoths in the soft drink industry? Instead, target the people who concentrate on what they drink to keep themselves satisfied and healthy.
Can you persevere? It’s important to own your position in the market as a strategy. Use the position when crafting every marketing message, advertisement, email or social media post. You can fine-tune the tactics when you stay true to your marketing position.
Is your position evergreen? When you claim your place on a trail less travelled, be sure to have enough room to make a comfortable camp. Can you develop messages that support your product’s position throughout its lifetime?

Determining your product, service or company position in the market can take time. Once you have a firm grasp on your position, you use it to create a strong, consistent marketing strategy. You can stay on the path to success without fear of slipping over the precipice of slow or no sales.

For a free, no obligation look at your marketing position and strategy, schedule a call here.