No company can be everything to everyone. All successful companies position their offering to be attractive to a well defined “client” or “customer.” We always ask a client, “Who’s your customer?” Once answered and done so definitively, the company can then craft a message that is appealing to them. While many firms have great offerings, it’s often not easy to determine what they do that’s different or special. This is especially important for a relative new comer or niche player.
There are important questions that must be answered for a company to separate itself from it’s competitors.
What is the “compelling story” of your company’s product or service?
How are they positioned in the marketplace?
What is their messaging to the customer?
If a company does not have a clear idea of who their customer or client is, then have a message that is directed toward them, how do the win that customer over. While it’s important to tell your story to as many potential customers as possible, it’s equally if not more important to tell it to the right prospects in the right way.
Our company slogan is “Get Noticed.” However, it’s only an effective strategy of you are getting noticed by the right people for the right reason.
We spend a lot of time talking with prospective clients about making sure their image, positioning and messaging are right, before we start a social media and PR campaign.
