Three Levels of a Product or Service

Many businesses view their product or service as the tangible item the customer receives.

So you buy a new car and that’s the product.  It’s not as simple as that in marketing terms!

The product is more than what you see

Taking the car as an example the product becomes more complex than you first thought as there are three levels to this product.  The Core product, the Actual product and the Augmented product.

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Do the hardest things well

If you’re being specific and limiting your service offering to one thing, you would be wise to aim high. Why? If your business is going to be known for something then you should aim to do the hardest thing better than anyone else.

If your customers see how well you do one of the hardest things – then they’ll likely assume that you can do all the other things just as well. Continue reading

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Customer contact points – which one could lose you the business?

Do you know what your customer contact points are?  Receiving your business card, speaking to your receptionist, receiving an email and visiting your website are just a few.

Are they effective? It is good practice to study every point that your company makes contact with a prospect.  Think about your office or store – does it fit with your image?  Do your brochures and sales team do you justice?

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Bringing new products to the market

Otherwise known as the idea train, an entrepreneurs’ way if thinking is her biggest strength and, if not carefully managed, could be her biggest curse.

I probably have a new idea every day. And at the time I have it, I usually get so excited that I think it’s the next best thing. In mind, at that time, I have just made Steve Jobs look like an amateur.

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9 ways to win media coverage without news

In a nutshell you create news!

  1. Run a survey. Choose a topic that you’d like to be associated with, that’s timely and not too controversial.  Design the questions to get you the news you want and think about your sample base (the higher the more credible but you can do 10 and still report in percentages).
  2. Publish a report. You can focus a series of aptly titled reports onto different market sectors and do maybe one a month for each sector.  It need only be a 200 word checklist for example or a gallery of specific how-to tips. Continue reading
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How you can deliver to each personality style

Whether you are a driver, amiable, expressive or analytical personality style, this grid will help you to understand what a person with a given style is wanting when you speak with them for the first time.  It illustrates how you can win somebody’s confidence and subsequently achieve your objectives. Continue reading

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Personality styles – descriptives common to each

Here are some attributes usually associated with the different personality styles.

DRIVER DeterminedThoroughDecisiveResponsible PushyDominatingHarshSevere
AMIABLE SupportiveRespectableDependableWilling ConformingHesitantUndisciplinedEmotional
EXPRESSIVE PersonableStimulatingEnthusiasticDramatic OpinionatedExcitableReactiveUnpredictable
ANALYTICAL PersistentSeriousOrderlyIndustrious UncommunicativeIndecisiveStuffyExacting
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Do you have marketing myopia?

Theodore Levitt coined this now famous phrase ‘marketing myopia’ which basically means tunnel vision.

Often we are too busy keeping afloat to see the vastness of the ocean we are in.  Translated into business terms this simply means we sometimes cannot see the real scope of our businesses.

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Finding your own and understanding different personality styles

Find out your own personality style by doing a simple exercise

People communicate in predictable patterns or styles.  There are clues in what people say and do that can give you a clear idea of their dominant personality style.  Each person has a communication pattern that is his or her “comfort zone” and it takes confidence and practice to expand this zone.

In order to have a good working relationship with clients, prospects, colleagues etc you need to discover the typical needs and expectations of their personality style.  There are four basic patterns or styles – Driver, Amiable, Expressive and Analytical.

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Explore the best way to grow your business with Ansoff’s Matrix

Ansoff’s Matrix was first published in the Harvard Business Review in 1957.  Since its publication, it has given generations of marketers and business strategists a quick and simple way of thinking about growth.

In essence, this is the grid.

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