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How To Stand Out In Over Crowded Markets
Virtually Every…
Industry Product Service
There Are Tons OfCompanies Selling
The Same Stuff
• Who does a potential customer buy from and why?
• What is the deciding factor between you and a competitor?
• What is the focus of a customer in this environment?
3 Very Important Questions To Ask
What Do I Mean By Look-A-Likes In Over Crowded Markets?
• Who does a potential customer buy from and why?
• What is the deciding factor between you and a competitor?
• What is the focus of a customer in this environment?
THE ANSWER IS…PRICE
If the market is overcrowded full of look-a-likes, looking,acting, saying and selling the same way with virtually thesame product or service the consumer can only differentiateeach company by one thing… Price
Seth Godin
MarketingThought Leader
Author of“The Purple Cow”
The 5 P’s1.Product2.Positioning3.Packaging4.Pricing5.Promotion
In Today’s Over CrowdedMarkets the 5 P’s Are NOT
Enough Anymore
What is a Purple Cow?SOMETHING WORTH TALKING ABOUT
Even Though There Were New Cows Along The WayThey Became Boring and Common – Losing ViewingAttention Fast.
They could be… perfect, attractive, great personalities… but they’re still boring…
Godin Says; What if there was a purple cow?That would be interesting for at least awhile.
The overlying essence must be remarkable… something worth talking about.
What Can You Do ToStand Out In Your
Over Crowded Market?
STOP DOINGWHAT EVERYONE
ELSE IS DOING
Be the Company Who Engages, Educates and Supports Your MarketHelping Your Potential Customers Be Better Buyers Of Your Products
It’s Increasingly More DifficultTo Get Someone’s Attention
• Married• Children• Friends• Interests
• Business• Sleep• Commuting
• DVR – TIVO• Satellite Radio• Voicemail
Change In Consumer Behavior• Email Filters• No Call List• Print Decline
Resulting In Privacy & Control FromThe Bombardment of Marketing Messages
Why Getting Your Markets AttentionIs More Difficult Than Ever
Paradox of Choice: Our prospects and customers never hadso many choices at one time like they do NOW.Fragmented Focus: We are all connected at all times, consuminga lot of information at one time creates Continuous PartialAttention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronicequipment and appliances consumes our time and attentionas never before.
Information Overload: There’s never been a time in our historywhere information is a click away. New information is availableeveryday to our email, phones, Internet and TV.Disruption Overkill: A daily onslaught of emails, text messages,phones calls, and meetings consumes our time and energyto focus on one thing for a productive length of time.
Why Getting Your Markets AttentionIs More Difficult Than Ever
Paradox of Choice: Our prospects and customers never hadso many choices at one time like they do NOW.Fragmented Focus: We are all connected at all times, consuminga lot of information at one time creates Continuous PartialAttention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronicequipment and appliances consumes our time and attentionas never before.
Information Overload: There’s never been a time in our historywhere information is a click away. New information is availableeveryday to our email, phones, Internet and TV.Disruption Overkill: A daily onslaught of emails, text messages,phones calls, and meetings consumes our time and energyto focus on one thing for a productive length of time.
Why Getting Your Markets AttentionIs More Difficult Than Ever
Paradox of Choice: Our prospects and customers never hadso many choices at one time like they do NOW.Fragmented Focus: We are all connected at all times, consuminga lot of information at one time creates Continuous PartialAttention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronicequipment and appliances consumes our time and attentionas never before.
Information Overload: There’s never been a time in our historywhere information is a click away. New information is availableeveryday to our email, phones, Internet and TV.Disruption Overkill: A daily onslaught of emails, text messages,phones calls, and meetings consumes our time and energyto focus on one thing for a productive length of time.
Why Getting Your Markets AttentionIs More Difficult Than Ever
Paradox of Choice: Our prospects and customers never hadso many choices at one time like they do NOW.Fragmented Focus: We are all connected at all times, consuminga lot of information at one time creates Continuous PartialAttention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronicequipment and appliances consumes our time and attentionas never before.
Information Overload: There’s never been a time in our historywhere information is a click away. New information is availableeveryday to our email, phones, Internet and TV.Disruption Overkill: A daily onslaught of emails, text messages,phones calls, and meetings consumes our time and energyto focus on one thing for a productive length of time.
Why Getting Your Markets AttentionIs More Difficult Than Ever
Paradox of Choice: Our prospects and customers never hadso many choices at one time like they do NOW.Fragmented Focus: We are all connected at all times, consuminga lot of information at one time creates Continuous PartialAttention – a term coined by Linda Stone – Apple, Inc 1986-93
Speed of Technology: New communication tools, electronicequipment and appliances consumes our time and attentionas never before.
Information Overload: There’s never been a time in our historywhere information is a click away. New information is availableeveryday to our email, phones, Internet and TV.Disruption Overkill: A daily onslaught of emails, text messages,phones calls, and meetings consumes our time and energyto focus on one thing for a productive length of time.
We must all bear in mind that, "at the end of the day, the ability of the average consumer to even remember advertising twenty-four hours later is at the lowest level in the history of advertising", according to the US Advertising Research Foundation.
Supply OF Market Attention Is Severely Limited
Demand FOR Market Attention Is Growing By The Minute
Stop Doing What EveryoneElse Is Doing
Create Quality Content YourMarket REALLY WANTS
Build Authority and ExpertiseIn Your Market
Print To Screen
Three VERY Important QuestionsBusiness Owners, Company Executives and MarketingManagers MUST Ask About Their Business Websites
Is Your Website Telling Or Selling?
Why Is This Important To Know?
How Do You KnowThe Apple & OrangeDifference?
How Do You Know If YouHave A Brochure Website?
Websites That Don’t Engage, Educate & SupportSite Visitors With Useful Problem Solving Content
SITE LACKS USEFUL CONTENT
Websites That Tell Don’t Generate Targeted EmailLists Of Interested Buyers and Customers
SITE LACKS LEAD GENERATION STRATEGIES
Website Doesn’t Provide Any TRUE PayoffTo The Site User Beyond Product Features
SITE LACKS BENEFITS FOR THE VISITOR
Like TV & Radio Commercials, Magazine Adsand Direct Mail speak at the reader, viewer orVisitor, not allowing for a two-way interaction.
BROCHURE SITES ARE ONE-SIDED
Two Way Interaction Can Be…
BLOGS FORUMS MEMBERS ONLY
WIDGETS COMMENTS RSS FEEDS
Not everyone who comes to your site is ready to buy.Without a strategic marketing strategy to interact withsite visitors, you miss out on those who buy LATER.
BROCHURE SITES DON’T MARKET TO VISITORS
Marketing From Your Site Is…
Premium Content Video Streaming Podcasts Entertainment
PDF Downloads Target Specific Solve Problems Expert Positioning
Brochure sites generally have overview productInformation without sharing “insider” content the visitorcan consume, nor does it create a positive experience.
BROCHURE SITES ARE BROAD & GENERAL
Your Website Creates An Experience…
Support Advice News
Customer Service Entertainment Events
You Build Trust And Credibility From Your Website And TheInternet Through The Development Of Your Own Expertise.
AUTHORITY = Expert Content + Marketing Strategy
AUTHORITY GENERATES TARGETEDAND HYPER-RESPONSIVE LEADS
LEADS GENERATE SALES
OK, SO NOW WHAT?
• MARKETING• DESIGN• DEVELOPMENT
3 Keys To Your Business Website
MARKETING1. Target Audience2. Content Creation3. Lead Generation4. Tracking & Reporting
DESIGN1. Brand2. Usability3. Interaction
*Design is a piece to the puzzle…not the strategy and not the starting point.
DEVELOPMENT1. Web Tools2. Content Management3. Search Optimization*Development is a piece to the puzzle…
not the strategy and not the starting point.
Website Traffic1. SEO2. Social Media3. Email Marketing4. Off-line Channels
*Traffic Generation is a piece to the puzzle…not the strategy and not the starting point.
How To Stand Out In Over Crowded Markets
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