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Casual Articles - Know Thy Competition
Government regulation and public awareness are external forces that have increased the social responsibility of business. But business decisions are made within the company. Two contrasting philosophies, or models, define the range of management attitudes toward social responsibility; the economic and the socioeconomic model.According to the traditional concept of business, a firm exists to produce quality goods and services, earn a reasonable profit and provide jobs. In line with this concept, the economic model of social responsibility holds that society will benefit more when business is left alone to produce and market profitable products that society needs. To the manager who adopts this traditional attitude, social responsibility is someone else's job.
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a sim
There are three major functional areas in accounting, which need to be considered in modern day accounting for any business. The three are financial, cost and management accounting.The first area, namely financial accounting, is primarily useful for ascertaining the results of the business on a periodical basis; for example, one year. This will help to determine the future course of action in the long term. In economical terms, financial accounting treats money as a factor of production.Cost and management accounting are tools to enable management to take decisions on a day-to-day basis. Cost and management accounting are not useful for their own sake. These two functions assist management in the conduct of the business along with other key factor
Once you break from ho-hum marketing, and learn to put your deeper beliefs and values into your promotion, a remarkable thing will happen: You will beat your competitors at every turn, attract precisely those clients who really need and appreciate the products or services your company provides, and have a really good time in your business. In other words … once you know what your clients really value, and how you are different from your competitors then it’s an incredibly simple process to promote your company’s products or services.
KNOW YOUR AUDIENCE AND YOUR COMPETITORS
Think about it: If you really know what is of value to your clients, what they want and need, and what you could offer that your competitors do not, it’s easy to get the business from the clients you want. This also makes it completely simple to know exactly what to say in your ‘promotional messages’. You’re conveying the fact that you offer something of interest, you do it well, how you're completely different from others who do the kinds of things yourcompany does, and really connect emotionally with those who need your services.
Here’s an 8 step process to get started:
1. FIND YOUR COMPETITORS. Yes, everyone has them although almost every company I work with initially says they don’t have any. It’s just not true. Google the keywords that describe your company such as; “marketing consulting” or “IT Support in Kalamazoo”, you’ll find them.
2. MAKE A LIST OF WHAT YOUR COMPETITORS CLAIM. Make a list in one column of what main verbs or nouns your competitors are using. In the case of my company, which does marketing, the list is: consulting, business management, promotional design, copywriting, market research, websites, advertising, marketing plans and so forth.
3. LIST WHAT YOU OFFER, in detail. In another column make a list of what you offer.
4. FIND WHAT IS SIMILAR. Circle the words in both columns that are basically similar in meaning.
5. FIND THE DIFFERENCES. Now highlight the words in your column that are different. Remember, it doesn’t necessarily have to be a product or service that is completely different, but maybe the way you offer that service. For example, my company looks into the soul of a company to find out what really is meaningful to them with our unique process that allows them to attract clients that are really right (and ripe!) for them, rather than just spam everyone with tons of promotion like most marketing consultants recommend.
What does yours do? [Hint: do NOT say “we give good service” because that is what virtually everyone on the planet THINKS sets them apart. It doesn’t. It’s pass?, boring and completely meaningless since it’s oversaturated in our contemporary vocabulary.] Go ahead, be creative, not boring. Everyone will appreciate it and you’ll get more clients.
ASK YOUR CLIENTS. Now ask some of your colleagues, friends or clients to tell you truthfully what they value about you. When you fully understand what makes your clients tick (and more importantly, what they love – or don’t love -- about doing business with you), you can promote those qualities to other potential markets.
Add those comments to your own column and highlight the phrases that are unique from your competitors. Your clients will exactly know how you are different, better, and more valuable to them—and you may even learn a few things you could change to make your offerings even more perfect for them!
We find hiring a researcher gets you the very best answers the most honestly. But if you cannot afford this, send a very short questionnaire to clients asking them some very specific questions about what is of value, what is not.
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a sim
One of the major challenges facing entrepreneurs and business leaders is finding the right business partners. Great care should be exercised when selecting associates because the right choice can bridge gaps and assist in the execution of your business plan. The wrong choice can harm the reputation and earnings of your company. One should consider the following when forming strategic alliances: Find Believers in Your Mission No one will champion your cause like a true believer in your vision, products, and services. Align yourself with those who comprehend the magnitude of what you are doing and will offer wholehearted support to your endeavors. Those who align themselves with you solely for monetary gain will often carry a short-term pers
Here’s an 8 step process to get started:
1. FIND YOUR COMPETITORS. Yes, everyone has them although almost every company I work with initially says they don’t have any. It’s just not true. Google the keywords that describe your company such as; “marketing consulting” or “IT Support in Kalamazoo”, you’ll find them.
2. MAKE A LIST OF WHAT YOUR COMPETITORS CLAIM. Make a list in one column of what main verbs or nouns your competitors are using. In the case of my company, which does marketing, the list is: consulting, business management, promotional design, copywriting, market research, websites, advertising, marketing plans and so forth.
3. LIST WHAT YOU OFFER, in detail. In another column make a list of what you offer.
4. FIND WHAT IS SIMILAR. Circle the words in both columns that are basically similar in meaning.
5. FIND THE DIFFERENCES. Now highlight the words in your column that are different. Remember, it doesn’t necessarily have to be a product or service that is completely different, but maybe the way you offer that service. For example, my company looks into the soul of a company to find out what really is meaningful to them with our unique process that allows them to attract clients that are really right (and ripe!) for them, rather than just spam everyone with tons of promotion like most marketing consultants recommend.
What does yours do? [Hint: do NOT say “we give good service” because that is what virtually everyone on the planet THINKS sets them apart. It doesn’t. It’s pass?, boring and completely meaningless since it’s oversaturated in our contemporary vocabulary.] Go ahead, be creative, not boring. Everyone will appreciate it and you’ll get more clients.
ASK YOUR CLIENTS. Now ask some of your colleagues, friends or clients to tell you truthfully what they value about you. When you fully understand what makes your clients tick (and more importantly, what they love – or don’t love -- about doing business with you), you can promote those qualities to other potential markets.
Add those comments to your own column and highlight the phrases that are unique from your competitors. Your clients will exactly know how you are different, better, and more valuable to them—and you may even learn a few things you could change to make your offerings even more perfect for them!
We find hiring a researcher gets you the very best answers the most honestly. But if you cannot afford this, send a very short questionnaire to clients asking them some very specific questions about what is of value, what is not.
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a sim
Anyone interested in success has either discovered, or will discover, that excellence is a requirement for winning. Success is a reward for excellence. Without proper balance though, the desire for excellence can bring disaster.With the competitive nature of business, companies of all sizes can have their quest for excellence used against them. As someone on the inside of the marketing trade, all too often I see the exploitation of clients rather than true marketing.Every business needs to make a good marketing presentation if they want to win in the market. Appearance is extremely important, but it is also easy to put too much emphasis on it. Creative graphics people naturally love to unleash their design skill and do impressive things with your appea
3. LIST WHAT YOU OFFER, in detail. In another column make a list of what you offer.
4. FIND WHAT IS SIMILAR. Circle the words in both columns that are basically similar in meaning.
5. FIND THE DIFFERENCES. Now highlight the words in your column that are different. Remember, it doesn’t necessarily have to be a product or service that is completely different, but maybe the way you offer that service. For example, my company looks into the soul of a company to find out what really is meaningful to them with our unique process that allows them to attract clients that are really right (and ripe!) for them, rather than just spam everyone with tons of promotion like most marketing consultants recommend.
What does yours do? [Hint: do NOT say “we give good service” because that is what virtually everyone on the planet THINKS sets them apart. It doesn’t. It’s pass?, boring and completely meaningless since it’s oversaturated in our contemporary vocabulary.] Go ahead, be creative, not boring. Everyone will appreciate it and you’ll get more clients.
ASK YOUR CLIENTS. Now ask some of your colleagues, friends or clients to tell you truthfully what they value about you. When you fully understand what makes your clients tick (and more importantly, what they love – or don’t love -- about doing business with you), you can promote those qualities to other potential markets.
Add those comments to your own column and highlight the phrases that are unique from your competitors. Your clients will exactly know how you are different, better, and more valuable to them—and you may even learn a few things you could change to make your offerings even more perfect for them!
We find hiring a researcher gets you the very best answers the most honestly. But if you cannot afford this, send a very short questionnaire to clients asking them some very specific questions about what is of value, what is not.
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a sim
Its official: Shape-based postage has arrived. For the average consumer, the new postage rates mean a trip to the post office to stock up on two-cent stamps. For many businesses, the new pricing system means a hefty bite out of bottom lines.Hardest hit will be companies that ship lightweight parcels—now the most expensive postage classification. Under the old, weight-based system, a six-ounce package costs $1.59 to mail. Shape-based pricing bumps the rate up to $1.98, an increase of 24.5%.Large envelopes, which classify as flats, also face hefty hikes, up to 54%.These dramatic increases have created a stir among organizations like the Direct Marketing Association (DMA). The global trade association has lobbied unsuccessfully for an implementatio
ASK YOUR CLIENTS. Now ask some of your colleagues, friends or clients to tell you truthfully what they value about you. When you fully understand what makes your clients tick (and more importantly, what they love – or don’t love -- about doing business with you), you can promote those qualities to other potential markets.
Add those comments to your own column and highlight the phrases that are unique from your competitors. Your clients will exactly know how you are different, better, and more valuable to them—and you may even learn a few things you could change to make your offerings even more perfect for them!
We find hiring a researcher gets you the very best answers the most honestly. But if you cannot afford this, send a very short questionnaire to clients asking them some very specific questions about what is of value, what is not.
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a sim
How long does it take to get a client? First, the client has to become aware that we exist, and then that we can solve his problems with our products or services. That growth of awareness is a slow process. It takes time.Let's say you've just sent out a batch of 200 letters, introducing yourself to businesses in your state.You wait, happily anticipating at least a few phone calls.Nothing.You must follow on the 200 letters you sent out. They were simply an introduction.If someone tells me they sent out 200 letters, I know they should have managed to collect from two to five new clients from the exercise. No excuses. Marketing is a numbers game, and worst case scenario, if you send out 200 letters, and follow up diligently, you will
Best to incentivize your clients for the time it takes them to answer these questions, since everyone’s time is valuable. You could try offering movie tickets, one of your products, some of your time for free, or whatever you think THEY would appreciate. At some point, be sure to get a pro to do this ‘client evaluation’ because you’ll get much deeper, more useful testimonials you can use in your promotional materials that those quickie survey answers just don’t generate as well.
6. INVESTIGATION LEADS TO RESULTS. When you do this investigation, many wonderful surprises emerge. You might find that your clients need other services you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a simple change to your invoice system would make everyone much happier. Or, you might learn that even though you believe you offer lightning-fast response time, your clients don’t perceive it that way. From this information, you can often make improvements that lead to significantly more income.
7. ASSEMBLE YOUR CONTENT. Now take all those phrases and keywords you highlighted and put them on a page, add a bit of your true soul and beliefs about your company (you have some passion, presumably, otherwise why would you start your own business?) to build emotion, and then list your services or product descriptions. If you’re not an experienced writer, hire one to help you. Need advice or a referral? Call us. Or ask your competitors. I do.
8. CREATE THE BUZZ. Now consider the last company you heard about that totally gripped you. You wanted to tell all your friends about it, because it had such an intriguing affect on you, right? In marketing, it’s all about creating that “buzz” — you want to evoke that reaction in your audience (or target market) through your marketing materials, your print ads, TV commercials, presentations, networking, and of course … by doing great work, which offers lots of value! So, take this information and get it out to the world in any and every way you can.
MARKETING TAKES TIME. SPEND IT WISELY.
Marketing research, evaluating your competitors so you can promote your own unique capabilities, and gaining the confidence to let the world know about your talents, is the reward. Get the information first because truly ‘Knowledge is Bliss’.
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