Good marketing starts with good positioning. Here are some very simple things you must do to achieve success for each project or campaign.
Make noise to establish your business in the minds of your customers – PR and social media can be excellent tools to achieve this. Don’t muddy the water or confuse your target audience – you should have one, simple and clear message or sales proposition. Be different, offer something else, be unique – you need to differentiate yourself from your competitors so your prospects have a reason to choose you instead. Concentrate your offer to meet one specific need – don’t try to appeal to everyone and run the risk of failing to catch anyone’s attention.
Your business should aim to become recognised for one thing that you do very well, better than anyone else – this will be the source of your competitive advantage.