Many clients come to me with a product or service and say, “help, I have no idea where to start with a marketing campaign”. Here’s a few basic tips to get you moving in the right direction.
Besides having a clear goal and know exactly what you are wanting to achieve, ask yourself these questions…..
What is your competitive advantage? eg:
Feature: This catamaran has a high bridge deck clearance of 1.2m
Benefit to the buyer: when you are at sea you will not get waves slapping up under you hull making for quieter and more comfortable cruising.
Feature: Most of the training programmes provided in xyz courses are videos.
Benefit: no matter what your literacy level is, you can watch the courses to absorb the information and learn quickly and easily.
Once upon a time we called them USP’s (Unique Selling Points) but I prefer to call them UBA’s (Unique Buyer’s Advantages) as this helps you look at your product or service through the eyes of your buyers.
It is essential to be clear on your UBA’s before you start marketing and positioning your product or service.
The next step is then identifying your target audience – to be continued in future post.
Kim McKee - founder of Kee Marketing.
Kim Is an experienced marketing consultant specialising in assisting companies develop cutting edge websites.
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