Marketing From The Heart: Issue # 8

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Marketing From The Heart: Issue # 8
http://www.doublein26weeks.com
By Tom St. Louis
"The Shortest Distance Between You And Greater
Profits(tm)"
December 12, 2001
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Today's Tip: How To "De-Commodotize" Your Company"

Last week, I told you about how marketing has changed;
how it is more difficult than ever to get through to
the decision maker and be remembered.

I also said it's a good thing that marketing is now
harder because that forces you to learn to stand out.

With the Internet making available - in a keystroke -
a huge array of products and service, why should we
deal with anyone but "the best"?

If being a commodity is the mark of death, then how do
you "de-commoditize" your company? How do you ensure
that you represent value far in excess of the dollars
you charge? And, that your prospects do not feel that
they can make an apples-versus-apples comparison
between you and any of your competitors?

The fast answer is to change your positioning. Trout &
Ries (Authors of the 22 Immutable Laws of Positioning)
say that "the basic issue in marketing is creating a
category you can be first in."

I like to say that positioning is what places you on
higher ground in your prospect's mind. For example,
after Heinz introduced the "It's Not Heinz!" slogan,
it was all but impossible for anyone to attack their
positioning.

Try it in your mind right now. Say, "It's not Hunts!"
Does it work? I have not seen a Heinz Ketchup ad for
a long time, but in most restaurants and homes I still
see Heinz ketchup. Is Heinz the cheapest brand?
Definitely not! Does that matter? Not to most people.
If you haven't positioned yourself - which means if
You have not consciously and strategically decided
what you want your market to think of you, then your
positioning is in need of attention.

Another way to say it is that if price is an issue for
your customers, you are not positioned, you are a
commodity. Reposition your company and you will stand
alone in your own category, and people will gladly
pay your prices.

You won't be a commodity any more.

Go to Issue # 9

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To find out about Zerald Communication's Strategic
Repositioning Program, call 416-269-4694.
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CLIENT TESTIMONIAL:
"Working with Tom St. Louis gets results. You have a
way of getting inside our business and articulating
our company's message. Teaching us how to
"de-commoditize"- that was a great tip. For us,
everything has been excellent!" -Sean Meredith-Jones,
Personal Recording Studios
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