One of Your Most Important Marketing Activities
On your way to success you need to perform some key business activities. One of the more important activities is creating an effective marketing approach to help draw attention to your brand, get more customers and generate more revenue.
You need to clearly articulate what your business is about. For example, “I want to make money by being the best consulting company at helping local entrepreneurs create winning business plans.” Make your own statement in the most simple and clear way possible, being careful to pinpoint the very core purpose of your business.
Who Are Your Primary Customers
The next step to initiating an effective market position is to identify your primary customers. Who is your business directed at? Thoroughly review your market to pinpoint the ideal, most obvious and stereotypical customers to target. Yes this will take a bit of work but it’s totally worth it to help ensure your business is well directed. This effort will help you attract your primary customers faster and easier than simply opening your shop door or website and waiting for a undefined broad set of potential customers who may or may not be interested in what you’re offering.
Of Course You Have Competitors
Also, if you’re thinking you have no competition out there, think again – there is always competition. As much as you’d like to ignore your competitors, you can’t. Just as with your business, your competitors have their own core purpose, and it is worth the effort to study them and understand what their unique selling points are and how they are approaching the same market niche you are. What are their advantages? How are you better?
Capture Your Business Purpose…In a Single Declarative Sentence
In the end your chosen brand positioning will determine your company’s image with your customers …and your competition. This is possibly the strongest point in winning (or losing) a competitive advantage. As mentioned earlier, you should be able to articulate a simple declarative sentence of how you will meet customer needs and beat the competition. The best brand positioning statements are very single-minded and focus on your target customer needs.