Blast Your Way In

In order to win in today’s over-crowded and ultra competitive marketplace, you must blast your way into the minds of your target audience.

You must blast your way in to create the desired perception of who you are and the benefits that you and only you can offer. You must create familiarity and top of mind awareness with your company name and brand. Which in-turn creates comfort and confidence in the consumers mind. Nobody feels confident buying from an unknown stranger.

Some blasting tips:
• Seize a single compelling attribute about your product or service and dramatize its value, over and over and over again.
• Develop a powerful statement of purpose.
• Be bold and different.
• Eliminate from your message the noise and clutter of ambiguity, vagueness and industry jargon.
• Own a single word or a concept in the consumer mind.
• Remember that name familiarity beats product performance. People usually associate the biggest or most familiar name with the best performance.
• Electronic media (TV and radio) are the best blasting tools because they are the only intrusive media (you subconsciously hear the message whether you want to or not).
• Keep your marketing, your people and your organization moving at all times. Motion begets motion.

Design a better message:
• Keep your message simple, visual and different.
• Simplify everything. Pricing, processes, options, ordering, message.

Make them feel comfortable once they are aware of who you are and why they should buy from you:
• Show humility to appear real and credible. Admit to a negative (like you may not be the cheapest in town) and they will automatically give you a positive (like you must be better, and more honest).
• Become more warm, real and personal in your advertising, approach and interactions.
• Customers buy from people, not from companies. Sell them on you and your people.
• Focus on people skills and building relationships. If they like the service provider they will like the company.
• Manage your selling and retail environment. Clean, comfortable, professional and always a bit nicer than her own home. Make them feel a little special. People also buy the experience and ambiance.

Great people attract more and better customers:
• Create a dynamic environment to attract dynamic people. The best people are drawn to the best companies.
• Offer the best training, the best support and the best opportunity for income and growth.

Destroy your competition:
• Hone in on one of your competitors known weaknesses that your customers will quickly acknowledge.
• Attack with a single bold stroke that is focused and consistent.
• Attack where your competitor is most vulnerable and concentrate your entire force at their weakest point.

Understand people:
• Think like your prospects and walk in their shoes.
• Offer what people love. The products, the service and the experience.

If you cannot be the first in the market, try to be first in the media. If you cannot be the first in the media be the best in the media with the most focused and compelling message. If the market is over-crowded already, create a new category and be the first in the market, first in the media and first in the mind.