Marketing Messages - The Winning Edge
- by Robert Savellis
- Dec 7, 2015
- 2 min read
I’m often asked by clients to evaluate their marketing efforts and often their benchmark is their competitors. They will replicate their competitors advertising mediums both online and traditional and follow similar structures or formats with website, newsletter and other collateral. The perception is 'if we have what they have and do what they do, we will also be as big and successful as them'.
Taking market share by replicating what your competitors are doing, even if you do it a little better, is a slow uphill battle and many wonder why their growth is still at a crawl.
Differentiating yourself is important but instead of focusing on the vehicle why not focus on your messaging instead.
So, how do you create a message that attracts the attention of your customers?
Simple, ask your customers.
What is important to them?
What do they like about your product?
What do they think about your service and delivery?
What do your competitors do better?
What do they like about their product?
If they are reselling your products are they happy with your pricing and margins earned against your competition?
What is the perception in the marketplace?
What are your competitors saying about your product?
What products would they like to see you introduce?
If you are addressing different segments of the market place it is important that you do this exercise for each segment.
The feedback you receive will assist in creating targeted messaging relevant and important to your customers in each segment. For example, if your research discovers delivery of goods is slow and often stock is not available then your new messaging can include 'introducing new delivery system to ensure product is delivered on time and when you need it'.
Instead of following your competitors and replicating their marketing efforts talk to your customers and create a stronger understanding of what their requirements are and focus on addressing their concerns … this way you can run your own race.
If you would like any advice about customer messaging contact me today for a 45 min obligation free discussion.
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