by Tony Vidler
Do you know what business you are in?
Are you marketing that?
Are you marketing what it is you actually DO, rather than what you know or who you are…or worse: you are marketing some other businesses products and brand?
Many professionals focus their marketing message on the wrong things and then wonder why the market doesn’t respond to it. There is a tendency to focus marketing messages on products, or technical aspects of what we know, or on the availability and access to a lot of other brands, products or services.
To make marketing messages more effective and create higher engagement concentrate instead on messaging which emphasises what it is you do for clients. In this weeks quick tips we work through an example of a typical high value professional service – which is genuinely valuable and makes a difference to people – but which they are not interested in. We consider instead what it is that this service does for people which does interest them…