Focus On Your Strong Suit

B efore you attempt to create and establish “The Marketing of Credibility” you need to determine the marketing niche that is your strong suit, build the company image around it, and make that strength the focus of your marketing approach.

If you are selling widgets with a new handle, you need to say something like, “Forget about dropping our widget with our new easy to grip handle.” (This points out the benefit of the handle, which is also a feature!)

If you are selling selection, you need to say something such as, “Insufficient selections cause unpleasant results. You don’t have that risk with our ‘total selection’ inventory.” Again, this describes the effect of the feature, not just the feature. Like any effective salesman, you have to tell them what the benefit of your “added value” is to them personally, not just what it is.

Your strong suit needs the majority of the attention and the majority of your credibility! How many times have you heard the “best prices in town?” That is the kind of misrepresentation used by companies that are more interested in a quick sale than getting referrals by being “straight up” in their marketing delivery. They probably don’t have the best prices and that probably isn’t the only area where they are deceitful. Don’t let the shady companies and their reputation for deceit affect your business. Learn to focus on your strengths and document them for credibility.

I have seen ads that say, “Free Web Hosting.” In the fine print it says, “For 3 months.” This is the opposite of establishing credibility early and does not showcase any focused strengths, only the weakness of deceit!

You may wish to throw in your additional attributes, even if everybody else does them too, but don’t clog your ads or marketing efforts with “me too” benefits. You need to separate yourself from the pack with your strengths. Take a look at your competitors’ ads in the yellow pages and newspaper and try not to be like them. Come from a different angle, with your strong suit, and focus on it!

Next time: “More on Loyal Customers.” Teach them all about what’s good!

Daniel Wadleigh is Marketing Director of Profit Experts of Austin, TX. Excerpts are from “Profit Controlled Marketing” (www.appropriatemarketing.com.) Profit Experts offers a turnkey Web package for ISOs including a CD to use when selling merchant accounts. Mr. Wadleigh can be reached at (888) 379-0659.

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