You need to set yourself apart from the competition;connect with your ideal customer on many different levels, establish yourself as the only one to call when your customers need your product or service.
Are you making a presentation or hosting a high visibility event? Do you want media coverage for your mission? It's got to be special to stand out from the crowd that shouts, "Me too...Me too!". Would you like your marketing materials (web site, brochures and direct mail) to make your product or service different, newer, better than all the rest?
Features and benefits are great,
but what sets you apart?
Do you know who your target market truly is? And I don't mean "anyone who is breathing". Focusing on precisely who your ideal client is delivers your pitch with the right message to the market most likely to buy from you.
Unless marketing is directed at the people who are interested in the product/service, capturing broad human interest remains a cat and mouse game where the mouse will win.
Do you invest time in something that has no relevance to you? We all dislike being accosted by ideas/products/etc. for which we have no interest.
Relationships are based on knowing who the other is. We need to know who our customer is; we need to value quality over quantity, which takes time and effort.
By using existing tools and more empathetic planning, focusing more pointedly on an audience likely to have interest, people will become more engaged and more sales (and better relationships) will result.
So, although a good story or graphics enhance, it can never take the place of genuine interest. People feel assaulted by random, disrespectful and broad-based advertising.
You want your message sent to a receptive audience with a high likelihood of buying from you, don't you?
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