By Joe Ferry on Jan 21, 2010 in Featured, Public Relations, eCommerce | comments(0)
All the creative marketing and clever public relations programs in the world won’t be successful long-term unless:
- You offer a product or service for which there is a sustainable market because you solve a problem, satisfy a desire or meet a need.
- You offer your product or service at a price that exceeds its perceived value to the customer.
- You practice exceptional customer service.
Before embarking on expensive, time-consuming campaigns, make sure your business fit this profile.
Popularity: 2% [?]
By Joe Ferry on Jul 15, 2009 in Featured, Marketing Communications | comments(0)
(Fourth in a Series)
Consumers are bombarded by thousands of marketing messages every day. Everyone claims to have the best prices in town, the greatest customer service, the most satisfied customers. If you sound just like the other guy, chances are you won’t stand out from the crowd, no matter how good your product or service.
So, how do you differentiate yourself from the competition?
Start by taking an honest look at what you have to offer and compare it to others in the same industry. You’ll probably see a lot of similarities but there will be differences. Is it your experience? Your use of technology? Your clients? Your results? Your customer service record? Your price?
Once you’ve identified what makes you different from the competition, craft your copy to emphasize the benefits of those differences. Tell your readers why it is to their advantage to use your product or service instead of the competition. Don’t be afraid to provide head-to-comparisons — assuming they come out in your favor.
(Next: Prove It!)
Popularity: 35% [?]
