Who is your target audience, where are they, what do they want and how can you reach them? Too often, small business marketers claim to know who their target audience is, and what this illusive group of prospects wants and responds to, based on “experience.” These marketers also, from my own experience, proclaim that advertising doesn’t work, or trade shows don’t work… that only word-of-mouth marketing works.
Your brand image isn’t what you say it is; it’s what your customers say it is. Let’s face it, everyone that touches your marketing is focused on supporting the brand image, but sometimes that image isn’t remotely how customers identify with the brand. When this disconnect occurs, it likely isn’t due to failure of the marketing team. Most often, it’s because your marketing team is receiving different
Your unique selling proposition (USP) — the one thing sets your brand apart. I am fond of President Theodore Roosevelt’s Big Stick Ideology, “Speak softly, and carry a big stick.” It works in life and in business. In marketing, your unique selling proposition (USP) is your Big Stick. Be bold. Dare your competitors to tread on your USP. Guard it with messaging, products and personnel. Defend it with constant improvement and
