Like most morning, I wake up to Seth Godin. I love his blog posts, they are short, easy to read and thought provoking. The fact that they are even easily viewed on my blackberry is an added bonus.
This morning, Seth got me thinking with his post Accentuating Differences. When I get my clients to talk about their brand, their unique selling position and what really makes them different, they tend to look directly at someone or some organization they feel is competition in the industry and do a direct comparison.
I believe a better way to look at things is to look at how do I make people care about my company and my product enough to engage?
In today’s world there are too many choices and it is too easy for the end customer to feel that making no decision is better than making the wrong one. The objective of marketing a brand has to be to tell a story as to why your product or service fits the needs of that particular buyer.
With that premise understood, mass marketing, for most products or services, in the traditional sense will not work. You need to develop different messaging that shows the value of your product to different interested groups. Gen Y is not motivated by the same factors as the Boomers and nor should they be. They grew up with different context and different references.
Understanding how to communicate specifically to the audience you wish to influence is the key to success today.
Tell them why you understand them and have the product that fills their needs and this will definitely Get YOU Noticed!
Let’s work together to start that conversation.