Will your marketing work?
Your marketing position is a core part of the structure of your strategy, and of your business. In short, it’s the answer to these five questions:
specific
100 posts
How to not fit in
The hardest part about creating a marketing position that’s right for your ideal customers is that it’s necessarily wrong for your non-ideal customers.
How do you suppose customers choose?
A large part of my day-to-day work is applying marketing strategy to help people make a successful transition into consulting. And some of the most common struggles I help them work through are variations on, “My industry is so price-sensitive.”
The more you address, the fewer you attract
I don’t know about you, but for me, August has always been the month that made me suddenly aware that the year is going to end at some point.
The most wasteful thing in marketing
When I talk to the owners of service businesses, I often encounter the same struggle. Phrases like, “I just need to get the meeting,” or “I can make the sale, I just need some more leads or opportunities,” or, “If I can just get some face-to-face time with the executive, I can close the deal.”
The opposite of honesty
Isn’t it often true that when someone—whether a government official or a friend—is too eager to tell us what should have been assumed, we doubt them?
That which you actually do
Eleanor Roosevelt once said that “action creates its own courage.” Moving forward makes continuing on easier. Taking action builds confidence, and getting what we want is its own motivation.
What we can and cannot do
People reportedly spend about an hour every week just deciding what to watch on Netflix. And more than two hours every week deciding what to eat. And that was before the pandemic.
Dear Charlie
The task was to sell a German-made car in America, less than 15 years after the end of World War II. Oh, and it looked and drove nothing like the most popular cars of the day. So how do you introduce a new car in a hostile market dominated by giants?
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