What Sets You Apart? Why Does It Matter?
By Sandra Pearce, MPA Media Marketing Manager
Let me start by saying, "I love my job!" Not only do I get to market MPA Media and all our products, but I also get to help some of our advertisers market themselves and their products. You see, I used to work at an advertising agency. My boss, Don Petersen, felt that since many of our advertisers don't use agencies that MPA Media should offer an added value in the form of marketing. So I have the pleasure of working with some really great people and companies.
Whenever I talk with a company about their marketing, branding and strategies, I usually ask a few questions. Their answers often help them create their message and inevitably lead them to discover what sets them apart from their competition. Now, many of them already know what makes them different, but some are so close to what they do that it gets lost. All it takes is taking a focused look again and they get reminded. I thought it might be good if I just put a few of the questions out there for everyone.
Now, right after you answer these questions, you might want to make the assumption that your next customer doesn't know the answers and the point of your marketing should be to tell them.
Assume these are your future customers' questions:
- What makes your product or service different?
- Why should I buy from you?
- Is this worth the money?
Questions for yourself:
- What am I trying to accomplish with my ads?
- What are my expectations?
- What has made my current customers buy from me?
- What makes them keep coming back?
Now, here's the tough part that takes time, investment and effort. When a current or potential customer sees your company name, product name, logo or product image, do they view your brand as you do? Do they know what makes you different, what sets you apart and why they should buy from you? If the answer is no, then you have some branding to do.
I know, branding for the sake of branding alone can be expensive. But you can brand, and sell, and create a really good return on investment at the same time, and you should. That's not to say it's all about the brand, but the brand can either open or shut doors to sales.
While it's critical to get sales now, it is equally critical to build an image, a brand and the differentiation that will sell for you in the future. After all, getting the right leads calling you, the ones that are at least somewhat self qualified because they understand your differences, is much more cost effective. Engaging with customers emotionally through the brand experience is your best opportunity to do just that.
I think it's important to remember that bad economy or not, people are still buying. They're just not buying as much or as often. A lead is probably going to cost you more than it used to and closing that lead will cost more too.
If you're advertising, you're getting seen. And you're paying hard earned money for that. I encourage you to take advantage of everything you do. Ask yourself some questions. Think about what makes you different and why it matters. Then tell your next customers. I think you'll be pleasantly surprised at what happens next.
| 
