I haven't quite gotten over my friend's issue with marketing herself as a real estate agent.
One of the things she shared with me as I was telling her what she needed to include in her direct mail piece, was that while what I was saying was logical and made sense, it was completely different from what she was being told by the people who were training her.
This raises an interesting point. When you're marketing a business -- or even running a business for that matter -- are you trying to blend in with the crowd, or are you trying to stand out and differentiate your brand from everyone else out there?
If you're trying to appeal to everyone, I can promise you that you'll end up appealing to next to no one...
People are incredibly busy and overwhelmed by information. You've got to get your clear message across to people in a way they want to receive it and in a way that doesn't just speak to them but that touches their heart.
Given the choice, we prefer to do business with people we know, like, and trust. As business people, we've got to focus on building that relationship first. The bigger the cost of the item, the bigger the investment the business has to make in developing the KLT Factor.
Only in Hollywood do two people meet on a first date and get married. Same thing in buying. Just like in relationships, we've been burnt too many times.
So what are you doing to stand out from the crowd in your market segment and what are you doing to build a relationship with your prospects and cement that relationship with your customers?
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