There is one underlying component that almost ALL small businesses lack when considering marketing for their company. That is the need to pre-frame all your marketing with a clear and unmistakable position of Authority to your target market.
If you find yourself competing on price with others in your industry, struggling to get top quality customers, clients or patients, or envious of your competitor who has less skill and knowledge than you, but has way more success, then you have a problem with your POSITIONING.
All decision regarding your business and marketing should be done considering your desired position in your marketplace.
Every email, video, sales letter, direct mail piece, PPC ad etc. should cement that position of authority to your potential customer and clients.
Gaining that position of authority is the single biggest and fastest way to increase your business profit and long term success.
Once you have authority in your market, it is yours to control. It is not something that you lose once it is established (unless you can’t follow through on your promises and deliver a sub-par service).
You will no longer be cold calling and hunting for clients. The BEST clients are going to be coming to you because you have established yourself as the “go to guy” for your service.
The great thing about becoming the authority is there is far less resistance to price. That means people are not going to want to negotiate with you and get a “deal”. The are going to be HAPPY to pay you more than anyone else in your industry is charging just because of your positioning as the best and the educator and advocate for their success.
Two of the top direct marketers agree that positioning is the premier thing that is driving small business success:
“The simple truth is, if you aren’t deliberately, systematically, methodically — or rapidly and dramatically — establishing yourself as a celebrity, at least to your clientele and target market, you’re asleep at the wheel, ignoring what is fueling the entire economy around you, neglecting development of a measurably valuable asset.” Dan Kennedy, The Godfather of Marketing.
“Positioning, most importantly positioning yourself as an authority, is the single most important thing you can do increase your perceived value to the market place.” Frank Kern, Highest Paid Internet Marketing Consultant in the World.
So, how do you get Authority Positioning?
Well, you can go round and call yourself the authority- but that has been done and nobody believes that anymore. All the hype and noise of the millions of marketing messages out there have made people numb to people speaking of themselves as the “guru” in their market.
The secret is to get other authorities to talk about you in a positive light, being the educator and advocate for the success for your clients.
Becoming an educator puts you in a position of authority immediately and the third party recognition from other authority channels gives you all the positioning you need to attract the best clients to you without every having to call yourself the authority.
To find out how to create and establish your own authority so you can dominate your market and attract high quality customers, clients or patients contact Craig Williams (404) 493-0673 or Neil Howe (404) 410-0101 for a free strategy session.
Don’t spend another dime on your marketing or advertising before you create your authority position in your market. Call us today.