Want to make your marketing message unique? Relevant? Powerful? Then focus on solving the hardest problems for your customers.
I worked with a great art director way back when. His favorite expression was, “If it were easy, anyone could do it.” It’s unassailable logic, and more true now than ever.
By focusing on the hardest problems, you’ll be forced to innovate. You’ll be able to do things that no one else does, or can do. You won’t be all things to all people – you’ll be the only thing for a lot of people. How much better for your business and your message.
In marketing-speak, that’s called “differentiation.” And “positioning.” It means you’ll have a story no one else can tell. Here are some examples.
The loser is… named at the end of the post
Would you believe that a story about Netflix v. Amazon is really a lesson for your much smaller business?
Yesterday Amazon greeted visitors with a wonderful announcement: Members of Amazon Prime ($79 for a year’s worth of free shipping) now get streaming video of 5,000 TV and film titles to your computer or TV at no extra charge.
That made my day because I’m a Prime subscriber. But it wasn’t about to make me end my $96 per year relationship with Netflix. Continue reading
A friend of mine took his family to Virginia Beach for the weekend. They stayed at the stately old grand resort where the wealthy once frolicked, before they all owned beach homes of their own.
On the first evening, on a brick sidewalk in need of repair, just outside the main building, his teenage daughter tripped in the hole where a brick or two were supposed to be, and broke her foot. Her weekend, and the family’s, was ruined. (Not to mention the daughter’s entire summer vacation.)
If the resort manager were a smart marketer, how would he or she handle this situation? Continue reading
Over the past few years, dealing with business owners and marketing directors, I’ve found that about half my clients don’t really know their brand. Their own conception doesn’t match the market reality. Continue reading