Most companies don’t have the luxury of offering proprietary products or services. For those looking to break into or grow within a competitive market, aggressive communications are vital to effective marketing.
Well-targeted, concise, consistent, and frequent outreach can go a long way toward driving your message. You cannot afford to dabble in it. Success requires a balanced and harmonious mix of promotions, industry relations, and salesmanship.
And a sense of urgency that never wanes.
Remember, your competition will always try to be more aggressive than you are. So, instead of just creating a “buzz,” you should be looking to control the dialogue. You can lead and drive the market. Or you can let the market drive you while playing catch-up.
And don’t let yourself become victimized by what temporary success can often bring:
Complacency.
(It’s tantamount to giving aid and comfort to the enemy.)
Yes, emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so in ways that are meaningful to your audience.
Finally, bringing a product to market is no less important than its development. Therefore, it should be woven into the initial budget. The cost of communications should never be viewed solely as an expense. It’s an investment. And, if executed well, one that can certainly pay off with interest.
Whether you succeed or not, at the end of the day, you have to be able to step back and say to yourself, “I took my best shot.”
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WHAT are you selling, anyway?
In order to be an effective marketer, it’s imperative that we continually remind ourselves of the true value we bring to our markets. Usually, that customer benefit is intangible. Quite often, we learn that it’s an emotional one.
A dash of humility makes a better pie.
Isolating yourself in a bubble of self-adulation might make you feel good. But, it doesn’t get you anywhere and, worse yet, it prevents you from uncovering opportunities to distinguish your business from the competition.
The last thing they need to hear Is all about you.
Sure, “all about you” is important. And you may be the one of best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.