No 1 Marketing Rule

Don’t tell them what you do; Tell them what they get out of what you do

You must tell the listener how your product or service can benefit them, and how you can do it better than others who do what you do. Differentiation, niche marketing, and positioning. But what do these words really mean to you in your business? Usually they mean that a business will attempt to sell a product or service that is somehow different than the competition’s to a certain, specific target market. In theory, this is a great idea…

Welcome to reality. If your company is innovative enough to develop a truly unique product or service that is earning you a profit, the following inevitably happens: competition springs up from nowhere to imitate your product or service, undersell your price, and steal your market share. It’s immutable. Obviously, different is better than “me too.”

However when we talk about niche marketing the question isn’t whether or not to be...

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Marketing Is Not As Spectator Sport

Marketing Is Not As Spectator Sport - Derek Mair

Too many SME business owners’ concept of marketing is like smiling at someone in a pitch-black room… You know you are doing it, the problem is no one else does.

Too many SME business owners complain about cashflow, without realising predictable cashflow comes from consistent marketing… A machine at the heart of your business.

Too many SME business owners think that marketing is an action you take… Marketing is absolutely every bit of contact anyone or any part of your business has with the public.

That it is something beyond normal business functions… In fact, the two most fundamental functions in your business, that you must normailse, is continual marketing and innovation.

Through marketing you create the opportunity to educate your target market on how to succeed at their goals using your solutions. It is a process that turns into a sale and never ends because customer service is simply...

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