Marketing Strategically

Marketing strategically

Business people talk all the time about strategy, being strategic and marketing strategically, however I had a conversation once with a client in which he didn’t appear to know what a “strategy” really is. Strategies are often lumped with (as well as confused with) tactics. This isn’t surprising, as the Thesaurus in Microsoft Word considers …

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Figuring Out What’s In It For the Customer

What is the Unique Selling Proposition?

A topic I typically cover with client companies when I’m working with them for the first time is what they are communicating currently to their external target audiences. Are they conveying what’s in it for the customer? Too many businesses are so focused on communicating who they are and what they do, they give little …

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