Everything We Know About Marketing Has
Here's Why, And What To Do To Fix It.
The landscape of business has changed over the last 5 to 20
years. Just being aggressive doesn't cut it any more. Sales skills
alone aren't enough. You have to distinguish your business from the
pack and lead prospect to say, "I would have to be an absolute fool
to do business with anyone else but you, regardless of price." But
Even Though You're Good At What You
Even though most
companies are good at what they do, their marketing messages don't
reflect their unique strengths and advantages. There are two sides
to every business: Inside Reality and Outside Perception. Your
inside reality is a sum of everything that makes your company
valuable to the marketplace - your systems, your people, and your
commitment to excellence and quality. Your outside perception is
based on your prospects' perception of what you do, how good you
are, and why you're valuable.
You're Not A Communications Expert…
The outside perception built by most companies'
marketing is not an accurate reflection of their inside reality.
Instead, most marketing messages are full of platitudes - words and
phrases that are drearily commonplace and predictable that lack
power to evoke interest through over use or repetition... but are
still stated as if they were original or significant. Words like
high quality, great service, lowest prices, and 'been in business
since 1431 BC."
And Therefore, In The Eyes Of Your
Prospect, You Appear To Be The Same As All Of Your Competitors.
Even though you've built a company that solves your
customers' problems and is based on quality… your prospects can't
tell that from your marketing. When they look at your marketing,
they see the same old platitudes; the outside perception is that all
competitors appear to be the same. Your wonderful inside reality is
hidden underneath a heap of platitudes, which forces your prospects
to consider price as the only relevant buying factor.
Monopolize Your Marketplace Fixes That.
You will learn how to reposition your marketing so
that your inside reality matches your outside perception. You will
learn how to articulate your unique strengths and advantages in a
powerful, instantly obvious way that leads prospects to say, "I
would have to be an absolute fool to do business with anyone else
but you, regardless of price."
The Inevitable Result:
You generate more leads, convert more leads to
sales, and your sales and revenue go up dramatically and