Why do you matter?
Many small business owners start their marketing efforts by focusing on logo development, their website and selecting a suitable tag line. These three items, although important, should not be the first part of a marketing program.
Why do you matter? What makes you different?
The first step for any small business is to have a precise explanation of what you offer and to whom, why your products or service matters, and how it differs from the existing alternatives.
“It is an expression of a company’s strategy laid out our in precise phrases that convey competitive differentiation, that convey who you are and why you matter. It pin points a company’s role and relevance in the market place over the next year or so, highlighting only what the company believes it can own in the near future. It is something only your company can lay claim to – something only you can say – and it makes clear you’re something to someone rather than trying to be all things to all people.”
There are several important points in this paragraph. The most important is the message that you should review “Why you matter” at least once a year. It also uses the term “own in the near future”. What is unique to your business today may not be true a year from now. Your competition may take your ideas and use them in their marketing or perhaps your target market now needs something new.
The key to maximizing competitive advantage is to position your company in the market so you can win. That requires being aware of the current needs of your target market and focusing all your attention on filling that need.
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