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Main » 2013 » December » 02 » How Unique Can You Get by Janice Jenkins
11:30 AM How Unique Can You Get by Janice Jenkins |
How Unique Can You Get by Janice Jenkins
I have been advised by marketing
gurus a lot of times and often I would hear this advice: �Be different�. The
advice is always geared at being able to catch the attention of prospective
clients. The idea is a basic one - one that will get the attention of customers
or clients in a crowded marketplace. Your products or services must stand out in
some way. The idea is to make prospectors distinguish your product or service
from the competition.
There is no doubt that this is a sound advice
because it will make you or your products and services stand out. But how
different should you be?
A business executive once related to me his
experience with this advice. This executive noticed that there were no brochure
printing ads for their product. "What an interesting opportunity," he thought,
"to make my business stand out to prospective clients." He spent over $500 on
brochures but the result was not a single phone call.
What he had
neglected to ask his marketing guys is how they distributed the brochures. It
turns out that his marketing guys wanted to be so unique that they inserted the
print brochures in a magazine that no one among his target market is
reading.
Sometimes you can be too unique for your own good
huanghaiyan251. There is a lot in sales and marketing that is tried and true. If
you decide to forge a completely new trail, you may be attempting an experiment
that many others in your field have already tried with no success.
It is
not always just your marketing techniques that are a little too different. The
same problem can afflict the product or service you are marketing.
Being
noticeably different from the competition can help you attract customers and
close sales. But overdoing it without proper research may not be advantageous at
all. In the example above, your target market should have been carefully
considered. Before embarking on a 'unique' distribution strategy, it would have
been necessary to understand how this particular market segment behaved. A
simple study would have revealed that this market segment did not read or
purchase the magazine that would have delivered the brochures.
Creating
the perception that your product or service is one of a kind can help you
capture people's attention and make them remember you. But you have to be able
to identify the people you want to reach out to, and communicate how you can be
of service in words they can understand.
Definitely look for a unique way
to express the benefits you offer to your clients; but make sure it still
communicates what you actually do. It is okay to get creative with your
marketing; but do not bet the rent money on untried techniques Here you will
find a collection of fashion images, like alexander mcqueen shoes,
clothing, skull scarf, clutch, wedding dresses, jewelry and more..
If you
really want to make your marketing more effective, cheaper and less stressful,
stop re-inventing the wheel. Find models that work and replicate them. I am not
suggesting that you plagiarize your competitors� marketing copy, but when you
see someone successful in your field, find out what they are doing right, and
follow their lead.
Do not let your business be a victim of "terminal
uniqueness" -- the belief that you are so different from anyone else that none
of the rules apply to you. Being distinctive is good; being eccentric can be
unwise.
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