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Have you ever had a sneaking suspicion that your marketing efforts were no better than the TV pitchman's approach?
"It slices! It dices! It even washes the dog!"
Like the pitchman, you might think that if you tell everyone what your offering does and why it's better, and if you just say it louder and more often, eventually someone will notice and make a purchase. With a crowded marketplace you can be forgiven for feeling like that's your only option.
The key to overcoming the pitchman trap, developing powerful marketing and cutting through the noise is to market your offering based on its value to your customers.
What is value?
Value is one of the most used and oft misunderstood terms in marketing.
Companies have amazing marketing tools at their disposal these days. Just ten years ago no one had heard of social media and blogs were popular only among the internet elite.
The great thing about all the tools have these days is they make it easy to communicate. Whereas it used to take six months to create, print and distribute your general brochure, you can now open Twitter or Facebook and start interacting with your customers immediately. The same goes for your corporate blog, email blasts, banner ads and search engine optimization: they are all quick and easy to do.
But, beware. When it’s easy to talk to your target market it’s just as easy to forego a strategic marketing plan.
Mike is an entrepreneur, writer, speaker and consultant dedicated to the idea that building better businesses creates a better world. Read more about him: About Mike Gastin or connect on Twitter: @mikegastin or Google+: Mike Gastin.