It is seldom done but this is one marketing strategy that can help you grow your business: narrow down your marketing message so you can increase your profits.
While many businesses try to be everything to everyone, none of them ever had a chance to really increase their growth when profits are concerned. You know why? Because these businesses spread themselves too thinly that nothing sticks to their target audiences’ minds. Most if not all, try to be something to everyone that the more they widen their message, the fewer customers they get to buy their products and services.
It’s really all in the message. If you have a special characteristic that you can offer your target audience, make sure that you stick with it. Provide a powerful message that makes your target clients take notice of what you can do and no one else. What makes you different? What’s your unique selling proposition? Make sure that you say it in your marketing collaterals such as your hang tags and brochure printing.
To be sure that you have a compelling message, have somebody look at your marketing collaterals or even your website. Ask them what you have to offer as a specialty. If they say something as broad and general as you sell soap, then you definitely have to change your marketing strategy. It won’t work however long it takes (as well as how many) for you to have your collaterals floating around in the market. You’re just too broad and your message will never stick and be remembered by your target audience.
Nevertheless, this also doesn’t mean that you can’t sell a variety of things or offer a wider range of services. The bottom line is to concentrate on your message. What you have as a specialty should be written all over your message. What is the core to your brand? What value do you offer?
It’s all about your unique selling proposition in your marketing mes
The bottom line is to live what you say. Have your customers know that you provide the guarantees you offer. It’s not all lip service, but you actually are able to give what you promise. The way to do this successfully is to focus on what you provide that other companies have not yet provided even before; and then be able to give it anytime and every time. When you do, you’ll surely have everybody in your target market clamoring for your products and services no matter what time of the day.
