- Targeting
It’s better to have a single, well targeted bullet than to
spray randomly all over the place. It’s more efficient and less wasteful – of
both resources and time.
In practice this means getting to know your market and what
they want and need (which may not always be the same thing). Then it means
designing or adjusting your products appropriately.
Marketing works over time, and if you keep building on it,
can go from strength to strength. It’s not
something you can just do a short
burst of and then leave it forevermore. It should also have a many pillared
approach, rather than relying too much on a single ‘prong’. Look at all the
alternatives that are available to you, including: social media, website
promotion, direct mailing, print advertising, networking etc.
People don’t care that a car has a state of the art alarm
system, they care that the car isn’t going to get stolen. They don’t care if
they website is W3C compatible or future proof, they want to know that it’s
going to improve their bottom line and not be a money sink.
In summary, don’t focus on the features of your products and
services, focus on the tangible benefits they bring to your customers.
Don’t try to be all things to all people, a constantly
changing chameleon. By spreading yourself too thin, you’ll end up appealing to
nobody instead. It’s better to decide what your brand represents, whether
that’s based on your own intrinsic principles or what you’ve ascertained your
market wants, and stick with it.
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