Archive for October, 2009

Which messages will resonate best with your customers?

ear trumpet

If you’ve been reading this blog for a while, you know that marketing is a lot harder than many people give it credit for. Doing good marketing is even harder. So take my advice when I say this: the message you convey to your audience is a) vitally important, b) very difficult to target, and c) extremely challenging to get right. If you don’t understand a), b), and c), you’ll be relegated to d) crappy sales, poor marketing materials, and unrealized potential. Is there any hope?

Of course there is. C’mon… you know I’m an optimist…

Like everything else, messaging takes a solid plan and good execution. If you have a lot of different customer-facing teams in your organization, you want to make sure everyone is saying the same thing, and in the same way. Your best bet is to create a Core Messaging Platform, a systematic, strategic document that accomplishes several important tasks:

  1. Centralizes your messaging in one location so that everyone in your company is literally on the same page.
  2. Defines, shapes and drives all of the outbound communication for your products and services.
  3. Consists of a series of overarching messages, high-level/benefit-based core messages, and supporting messages that elaborate on key ideas.

If you take the time and effort to create this “one-stop shop” for your messaging needs, you’ll be amazed at how much easier and more effective your communication efforts are.

October 6, 2009 at 8:44 pm Leave a comment

SWOT your competition

dead_flyHow well do you know your competition? I’m not talking about whether you have a laundry list of your competitors, but rather if you have real insight into who they are and what they do well. I’ll bet your answer is, “I have a pretty good idea, but I’d like to know more.” Good answer.

There are a million different ways to conduct a competitive analysis, but instead of focusing on the nitty-gritty details I’d like to give you some advice from the 35,000 foot level…

  • SWOT your competitors – no, I’m not advocating violence. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. Analyze them, and yourself. You’ll gain remarkable insight into how you match up. You may find that you aren’t focused in the right areas, or there’s an oversaturation in a market or, if you’re lucky, that there’s an untapped area of the market just waiting to be cultivated.
  • Focus on your strengths and differentiators – once you have an understanding of what you and your competitors do, you can more accurately refine your strategy to maximize your strengths while exploiting the other guy’s weaknesses.
  • Good understanding = short cycles – a solid competitive understanding is essential for moving quickly and staying ahead. When it comes to business, you’re either ahead or you’re behind. In the immortal words of Ricky Bobby, “if you ain’t first, you’re last.

You get the idea. A SWOT analysis is one of the big secrets to unlocking your company’s true potential. Like most marketing activities, they aren’t easy, but they are definitely worthwhile. If you need help, contact me and we can come up with a solid strategy.

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October 4, 2009 at 7:51 pm Leave a comment


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