Is marketing or sales frustrating? This will help.
I often receive feedback in the Facebook groups that I’m in, or from coaching clients, that the one thing they would love to master is Marketing and Sales.
I come from a “corporate” world of marketing and sales which is what I did before I started my stationery business. I was the liaison between the marketing team and the sales team – sort of like an internal account executive. This allowed me to understand what the sales team needed from marketing and then we’d go create it. Working with hard-core sales people is a tough gig. They certainly kept me on my toes. But, it did give me a lot of experience in sales and marketing. I’m going to try and incorporate more of that sort of content in our newsletters.
Positioning your brand is where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers.
Positioning is a powerful tool that allows you to create an image. Being positioned by someone else restricts your choices and limits your opportunities.
That's why it's so important for entrepreneurs to transform their passion into a market position.
If you don't define your product or service, a competitor will do it for you. Your position in the market place evolves from the defining characteristics of your product.
Positioning is your competitive strategy. What's the one thing you do best? What's unique about your product or service? Identify your strongest strength and use it to position your product.
Positioning has 4 unique attributes that make up internal or external origins:
These four things make up a SWOT Analysis. A SWOT Analysis helps you carve a sustainable niche in your market and helps you develop your career in a way that takes best advantage of your talents, abilities, and opportunities.
A SWOT Analysis helps you carve out your positioning in the market.
Consider your strengths from an internal perspective and from the point of view of your customers and people in your market. If you're having any difficulty identifying strengths, try writing down a list of your characteristics. Some of these will hopefully be strengths!
When looking at your strengths, think about them in relation to your competitors. For example, if all of your competitors provide high quality products, then a high quality production process is not a strength in your organization's market, it's a necessity.
For weaknesses, again, consider this from an internal and external basis: Do other people seem to perceive weaknesses that you don't see? Are your competitors doing any better than you? It's best to be realistic now, and face any unpleasant truths you may uncover as soon as possible.
Opportunities provide the organization with a chance to improve its performance and its competitive advantage. Some opportunities may be anticipated, others arise unexpectedly. Opportunities may arise when there are niches for new products or services, or when these products and services can be offered at different times and in different locations.
Threats can be an individual, group, or organization outside of your business that aims to reduce the level of the your performance. Every company faces threats in its environment. Often the more successful businesses have stronger threats, because there is a desire on the part of other companies to take some of that success for their own. Threats may come from new products or services from other businesses that aim to take away a your competitive advantage.
Here's a FREEBIE download this week! Download our SWOT Analysis worksheet here. Take a few minutes to fill this out and identify your strengths, weaknesses, opportunities, and threats. This worksheet is straight from our online sister conference, Creative's Academy, where we have an entire module just on marketing and sales. Look for registration details soon!
When you’ve completed the top part of the worksheet, identify your top 2 strengths and your top 2 opportunities.
This is your Value Proposition.
A value proposition is a promise of value to be delivered. It’s the primary reason a customer should buy from you. This should be woven into your message and all aspects of communication with current and potential clients.
Your message is the foundation for everything you do. It needs to be strong or your marketing efforts will fall apart. Your message strategy should consist of your value proposition, where we can connect the dots between what you do and how it benefits your audience.
So if you’re struggling with how to market yourself, or people aren’t buying, it maybe because you don’t have a clearly defined mission or value proposition.
How will you incorporate your newly found value proposition into your marketing message? Let us know below!