By Jernavis Draughn
Marketing is a battle by which a company gets into the clients minds FIRST. Let’s look at some of the most famous companies in the world. If I would ask you to tell me what company comes to your mind first when I say sneaker, most people would probably say “Nike”. If I say fast food, most people would probably say “McDonalds”. If I say coffee, most people would probably say “Starbucks”. And if I say fried chicken, most people would probably say “Kentucky Fried Chicken or KFC. All of these companies were first in there industries to win the battle of marketing themselves as number one for the particular service or product they provided. It all starts with having clarity on your vision for how you want to be PERCIEVED by prospects.
The book “Positioning”, by Al Ries and Jack Trout, define “Positioning”, as an organized system for finding a window in the mind. Al Ries and Jack Trout explain how, “Language is the currency of the mind. To think conceptually, you must manipulate words. With the right selection of words you can influence the thinking process itself.” Introducing a new product or service, provides only two types of responses: Praise for innovation and secondly, problem solving or copycat entitlement of being a knock off brand. The key is to separate yourself with a unique selling proposition that gives you an edge or differentiates you from competitors. Every advertisement is a long term investment in the image of your BRAND. Therefore, this is the reason why companies pay millions of dollars to increase their Brand awareness.
The average human mind cannot deal with more than seven units at a time. This is one of the reasons why seven is a popular number for most lists that have to be remembered. Examples: Phone numbers and the Seven Wonders of the World. Most people have a hard time remembering seven or more numbers. Businesses have to connect with their clients on a mental and emotional level in order for them to remember their products or services.
Advertising is not a debate, it’s a seduction. Most companies fail to reach or build trust with a prospect, for them to make a purchase. To get inside of your prospects mind, you have to relate to what’s already there. You can’t walk away from your existing position in the prospects mind. Decide today what you want to be known for and what your brand stands for. Your purpose has to connect with your vision in every advertising campaign you release to the world.
Here are a few questions from the book “Positioning”, by Al Ries and Jack Trout, which has helped me reposition our marketing strategies. It also helped me focus and confirm how we want to be perceived by new prospects and existing clients.
- What position do you own?
- What position do you want to own?
- Whom must you outgun?
- Do you match your position?
Remember, prospects don’t BUY, they CHOOSE! Continue reinventing yourself, improving in all areas in your career and company.