Can you name one billboard you passed on your way to work this morning? Did you receive a non-solicited email today? Can you name the company that sent it?
Difficult, isn’t it? Today, more than ever, it is near impossible to get noticed by your customers.
So if your business wants to get noticed, what do you focus on?
Firstly, most people’s minds are like supersaturated sponges. According to Jay Walker-Smith of Yankelovich Consumer Research: “We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today.”
To put it bluntly, there’s just no more room in the consumer’s head space; and if you want some of that space you’re probably going to have to steal it from someone else. So if your marketing is the equivalent of mild chatter you don’t stand a chance.
What sets you apart from the competition?
To start off, I want you to take a look at your competitors through your prospects’ eyes and then look at your business. Now ask yourself; “How can I position my brand so it will get noticed?”
What is it about your business that sets you apart? Maybe you weren’t the first in your industry, but by being the first to deliver a specific message, the right message, you can get the jump on your competition!
I’m asking you to think strategically and find a valuable ‘perception’ that you can build in your prospect’s mind. And once you’ve defined your niche (one that no one else has) your aim is to position your brand around it, own it. Guard it with your life.
Most importantly, make it the foundation upon which every single marketing message is designed around.
Cut through the clutter
I always tell clients to step back from their business and identify exactly what problem their product or service solves for their customer. So what single benefit makes your service stand out? Real communication works when you are able to create an emotional connection with your reader by communicating a simple powerful benefit that resonates with them.
The only way to cut through the clutter in today’s environment is to sharpen your message. By defining the main point of your business and then focusing on your strength. It’s about hitting the sweet spots in your reader’s head. You can add in a few other things here and there, but always lead with a single key point.
Nowadays, a plethora of technology and touch points is making marketing more complex than it needs to be. Think back to marketing 101 basics and remember the classic 30-second elevator sales pitch. In your marketing, distill your message down to its simplest form. Good luck!
About the author
Peter has a ridiculous amount of marketing and communications experience. He is an inbound marketing advocate and a new media enthusiast with a passion for spreading his knowledge and blogging. Above all he is the driving force behind Creative Brew and a proud dad.