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Is your
Pre-Marketing position right?

Are you one of those businesses or business people that are spending hundreds or thousands of pounds or dollars on marketing, but not getting the results you want?

Unfortunately most businesses are. 

You invest heavily in marketing activities such as online and offline advertising, social media campaigns, business networking, and much more, only to receive a trickle of interest, or worse still, no interest at all.

The reason is sadly very simple. You haven't got your Pre-Marketing positioning right, or maybe haven't invested enough time in defining these vital business basics.

And the truth is unless you do, you will always be struggling to find customers and will always be struggling to stand out from your competition.

What's more, once you're in this difficult situation, the only thing you can do to try and win business is to compete on price. You have to discount your prices, or run sales, or offer freebies, or undertake other price slashing activities that one by one make you cheaper than your competitors.  

 

This is a depressing but inevitable downward spiral, and in the process you're devaluing your services or products, and telling your customers that what you offer isn't of high value or worth very much at all.

What is Pre-Marketing?

Pre-Marketing refers to the essential fundamentals you must have in place BEFORE you start marketing activities of any kind. Think of them as your business's promotional foundations, like the foundations of a house. 

Pre-Marketing fundamentals include:

  • Definition and clarity of your Unique Selling Point (USP). Every business is unique but more than 99% of businesses around the world fail to promote their unique difference.

  • Identification of your value offering (also known as the value stack) to customers.

  • Identification and definition of customer benefits. Remember a customer benefit is only of value if it solves a customer's problem.

  • Creation of your business strapline - the short form of words or phrase that gets across your business's focus, expertise, or benefits.

  • Creation of core business messages - the fundamental statements that you want customers and prospects to always remember.

Your Pre-Marketing foundations

  • Your Unique Selling Point (USP)

  • Your value offering (value stack)

  • Your customer benefirs

  • Your business strapline

  • Your core business messages

Your strategic and tactical marketing activities

  • Planning

  • Social media promotion

  • Advertising

  • Business networking

  • Promotions

  • Press and PR

  • Campaigns

  • Content marketing

  • Lead magnets

Your results

  • More customer interest and leads

  • More sales

  • Pipeline of prospects

  • Greater customer loyalty

  • Greater marketing return on investment

  • Reduction in marketing costs

Competing on price is a dangerous and ultimately fruitless strategy for any business. Consider a business you know that does compete on price; what do they do when a new competitor comes along and prices themselves even cheaper than they do? Drop their prices to continue being the cheapest? If so, how long can they do this for, and are they really a business that is sustainable? And what happens when another competitor shows up who has lower costs and offers their services or products for even less?

A strategy based on price is ultimately doomed to fail, but the good news is with just a little time spent on getting their Pre-Marketing activities and positioning right, any business can remove price from the equation and win customers who are prepared to pay much more for the services or products they offer.

Ask yourself this - if you don't differentiate yourself effectively from your competitors by having the right Pre-Marketing position and business messages, why would customers choose you unless you're the cheapest?

Many businesses and business owners think that other factors - such as convenience or location - are enough to grow their business. And there is no doubt that for some businesses these factors are important. But (and it's a big but) what these factors don't create is CUSTOMER LOYALTY; the magic ingredient every business needs to really achieve success and grow.

Why is it so important?

You need to get your Pre-Marketing foundations right to ensure your marketing activities of any kind are as effective as possible. 

Unless you do, you'll likely waste hundreds or thousands of pounds or dollars on marketing campaigns that cost you a fortune and deliver only meagre results.

You may have heard about Strategic Marketing and Tactical Marketing, the two areas that virtually every marketer or marketing company around the world focuses on. Pre-Marketing is the hidden essential element that they ignore or don't know about, but which has the greatest impact on how successful or not your marketing activities and campaigns are.

What's the benefit of getting my Pre-Marketing right?

Having the right Pre-Marketing foundations in place results in you effectively differentiating yourself from your competitors, and no longer having to compete on price (and no longer in the download race to the bottom to be the cheapest).

With the right Pre-Marketing business messages, value offering, customer benefits, and positioning, you will generate far greater interest and engagement from your prospects, leading to a significant increase in your sales and a new pipeline of hot leads.