Why You Don't Own Your Market - Part 2
Today we continue our discussion of reasons why you may not own your market. Number one was somebody else has a better deal, in which case you need to innovate.
Reason #2: People perceive someone has a better deal: Okay, so you've innovated and you're now the best deal. Anyone in your target market would be a fool to buy from your competitors. But they still do. Why? The only possible reason is that your marketing plan doesn't effectively nurture and coddle prospects through what we call the educational spectrum. You may attempt to communicate your obvious advantages, but your prospects either don't believe you or don't think about you in the moment of truth.
Prescription #2: OWN THE MARKET ALREADY! First, identify all of your prospective clients and gather their information in your database files. Next, create a series of compelling, well-articulated marketing messages that target each of the possible concern areas and build trust over a period of time. Make sure your marketing materials all are hot-button-based, and target the group we call the
INVESTIGATOR on the educational spectrum. Then you need to carefully execute your plan and communicate with your entire prospect base to guide them through your educational process.
Just realize that the whole key to effective marketing is to let your target market know in a consistent, compelling way they would be a fool to buy from anyone but you. If you have truly innovated like we talked about in prescription #1, then it's just a matter of time before you'll win all the clients you want.
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Why Don't You Own Your Market? (Part 2) - Adult B2B Marketing Tip
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