Monday, October 05, 2009
Broaden your bank account by narrowing your marketing message
By Mike Lake
It’s one of the most unintuitive things to do in marketing, and one that’s seldom done well. Most business try to be something to everyone. Acme Electronics: “TVs, computers, appliances, lighting, and a whole lot more”. Most small businesses think that the wider their message, the more customers will buy from them. But look at Acme Electronics. What’s their message? It could be, “We sell lots of stuff related to electricity.” Not very powerful is it?
What could they possible use as a compelling headline to an ad or for the banner of their web site? A company like this would probably rely on the old, “20% off this weekend only.” Now they’re a commodity that no one remembers except for a minute or two while they read the ad. But nothing sticks to the mind of their audience, and nothing differentiates them from every other store with a discount message.
Take a look at your web site, or better yet, have someone outside your business look at your web site. Ask them what stands out as your specialty. If they say something like “You sell cars.” or “You sell hot tubs.”, you’re too broad. Ask them to review your latest ad.
You can sell a wide variety of things or offer a wide variety of services. We’re talking about a focus on your message. Consider Zappos.com. They started out selling shoes and now sell watches, housewares, jewelry, clothing and backpacks. How did they grow from $0 to a billion dollars in just 9 years? Because they had a laser focus on their differentiator: service. Service has always been core to their brand and it is what every aspect of their company is centered around. Look at their web site. Their tag line below the logo is “Powered by service”. Their 800# is on every page. “Free shipping both ways” is on almost every page. “365 day returns” is plastered throughout the site. And examples of their service are legendary. Zappos is not a company that simply has “service” written on their corporate mission statement and utters the word a few times around the conference table. They live it, and they have grown because customers know it to be who they are. It’s their message.
So, if you don’t have something that differentiates you, discover it or create it. A unique aspect of your product or service is necessary in order to prevent you from becoming a commodity competing on price. And unless you’re Walmart, it’s not a good direction. I almost hesitate to mention Zappos because most companies believe that their great service is what differentiates them. But, in most cases, they mean simply that they call people back and they’re very helpful, and that they’re courteous, etc. A Zappos customer service rep once sent flowers to a customer’s relative’s funeral. Another helped a customer order pizza when they were in a strange town. This is truly is a differentiator.
One great place to look for your differentiator is to ask your customers. “If you had to choose just one aspect of our product/service that you think is outstanding, what is it?” Ask a few then see what common elements pop up. Resist the temptation to rely on your own belief about what is outstanding about you or your offering. We’re all too close to our own product to know the best answer.
So, once you either know or eventually discover your differentiator, you must integrate it into your marketing. That’s the payoff.
I recently spoke with a great martial arts master who owns a martial arts school. He is very clear on his differentiator, which is an outstanding one. But if you look at his web site, you’ll never find it. On the web, he’s a Taekwondo school promoting what is typically promoted by other Taekwondo schools.
The differentiator for this martial arts school owner is his adherence to traditional principles of teaching martial arts. While most other schools might allow their students to reach black belt within a very short time and do so with a less strenuous effort in order to provide short-term gratification, he requires his students to fully integrate the mind, body and spirit into their martial arts skills. This takes more time and is harder work for his students. When I asked him if there is a market out there for harder work for a longer payoff, he said “absolutely”. So, now we’re on to something!
A message must now be created that will attract those people who are his target: Blackbelts who lack confidence in their self-defense abilities, A-type personalities who feel that there’s something weak about their current martial arts training, and people looking for a more well-rounded experience in martial arts. In other words, his customers don’t want McDonalds. They want a great meal and are willing to wait at the table until it’s fully prepared.
Consider how much easier it is to create a compelling message to promote a specific differentiator as opposed to a wide general offering. I much prefer the assignment of promoting “Taekwondo for tough guys” to “Martial arts the whole family can enjoy”.
Armed with a strong, narrow message, consistency is the key. Put it front and center on your web site, make it a headline for your ads, write about it in your blog and highlight it in your promotional materials. This is how you develop a brand that sticks to the mind of your market and attract the type of customers from whom you will grow.
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