Back-to-Basics Marketing: Your Giant Selling Idea to Win the Game
By: Ray Thomas, COO, ZANA Business Network
I am an advocate for back to basics marketing practices that business owners should use to get the results they want. These practices are not new fangled, cutting edge or expensive, but rather proven marketing strategies and tactics that have successfully worked for decades for countless of business owners.
Good research is the keystone to good marketing results. In other words, if you fail to do your homework, you will fail to have successful sales. If you are at the point where your initial marketing research is done, you need to use it to develop a fantastic selling idea.
Back-to-Basics Marketing Tip: Develop Your Giant Selling Idea
Your marketing research should have provoked you to “dig deep” by first conducting in-depth analysis of your product or service, the market, and your target audience. Now that you have all of this great information, you can use it to find an enormous selling idea for winning results.
Look for something that is totally unexpected; something that could even come from a client or user of your product or service. Write down 10 selling ideas. Look for things like:
- What is dominating the market right now and why?
- How can you radically go opposite the market?
- Where is the gaping hole that needs filling?
- What is the one most surprising, shocking thing that makes my product/service different?
- What is assumed true, but is not?
- Ask your prospects (NOT your family or friends),"Which, if any, of these ideas is the most surprising to you?"
- Does your product/service leave your clients begging for more?
One of the most important basic tips is to take your most unexpected idea and condense it to one or two sentences. Now ask yourself:
- Is the overall idea easy to remember after being heard a few times?
- Can my prospect relate to it?
- Is the idea emotional?
- Can the idea be told in a story?
How do you determine if you have a giant selling idea that will work? Again, it’s back-to-basics. Try it; test it out. The market will tell you if your idea will be a success or failure.
Back-to-Basics Bonus Tip:
What is the positioning of your products, services and ideas?
Is a Cadillac the same as a Kia? You know they both have four wheels and a motor. You also know they will get you were you need to go. Positioning – creating that compelling reason to purchase – is what makes each car unique. You buy the Cadillac for image and luxury and you buy the Kia for value and gas mileage.
Think about your business. While exceptional service will distinguish you from average companies, it won’t separate you from the top 10 or 20 percent of firms in your market. To make your business stand out from the competition, consider these 15 potential areas of differentiation for your positioning:
- Speed – response time/time to deliver
- Price – including perceived value
- Specialty – niche services
- Reliability – consistent service
- Unique service or processes
- Payment terms
- Guarantees
- Location – convenience
- Sales methods
- Technology
- Innovation
- Problem solving capability
- Persistence
- Size
- Range of services
Here’s your Big Selling Idea challenge: Pick the one thing you can do much better than anyone else most of the time. Whatever you pick, it must solve your clients’ or customers’ big problem.
Getting back-to-basics is crucial in today’s fast-paced world. Keep your eyes open for more Back-to-Basics Marketing Tips or visit http://www.zananetwork.com for more business ideas and resources and to market your products and services at no cost.