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All that counts is the perception in the mind of your customer!

You have an idea for a great business. You are sure that it will revolutionize the market place. The marketing challenge is to get that idea from your mind into the prospect’s mind.

There are several ways to accomplish this without having to spend a small fortune. You must get a word into the prospects mind that will make him think of your business. An example is the word  VOLVO,  the name is associated with safety. All their marketing is based on getting that word deep into a prospects mind. Words come in many varieties, Domino’s is associated with “home delivery”.

When building a business your marketing efforts has to have a very narrow focus.  ” You can’t stand for something if you chase after everything.” Within your “word” you may have multiple products or services, but they all should be related.

What product or service do you provide? Write down a benefit of your service or product. Please, don’t write down any “ice cream and apple pie” benefits. An example of ice cream and apple pie is stating that your product will make them feel good.

Write down one, more words if necessary,  that best describe the benefits your offer. That should be the center piece of your marketing program. That is the message you must convey and it should bring your business to someone’s mind when they hear that word. When selecting your special word or words, be different. After selecting your “word” test market it with friends and clients; ask them what comes to mind when they hear that “word”. Once you are comfortable with your selection then make sure that you plan all your marketing around your business name and the “word” which describes your benefit.

Marketing is not an overnight success, patience and persistence  is required. We talk often about having a business plan; a major portion of that business plan should contain your marketing plan. If need be, create a strategic focus marketing plan.


Courage is not the absence of fear, but the ability to overcome it.

Have a great day!

1 Comment

  1. Small business planning on April 1, 2010 at 12:16 pm

    A fantastic presentation. Very open and informative. Especially good for those at the start of the business process who can take some business lessons when they most need them. Great work

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