Via mindmapinspiration.com
There is a word that has been coming up frequently in recent conversations here … that word is “focus.”
It’s a simple word, and one that has become my personal mantra. Dictionary.com defines focus as: a central point, as of attraction, attention, or activity. As the world of marketing has become more fragmented and communication venues continue to explode, it’s easy to become overwhelmed by the sheer volume of options.
Learning how to focus on your central points of attraction, attention and activity, is crucial to your success.
Points of attraction: I like to think of these as your core competencies. What does your company do well? What is it that your customers count on you for? These core competencies are what drives customer loyalty. Determine what makes you irreplaceable to your customers and then deliver it! Living up to and constantly working to improve what your brand promises is critical.
Not sure what your customers want from you? There’s an easy fix … ask them! A simple satisfaction study can provide the insights your company needs to redefine and reemphasize your core competencies.
Points of attention: I recently had a prospect show me a newspaper ad he’d created. It was a small, 1/8 page ad, containing no less than eleven separate messages. Eleven! My brain couldn’t even begin to decipher what he was trying to communicate or what his value proposition was to the reader. Filling an ad with such multiple messaging is like telling your audience “I have no idea what’s really important to you so I’ll throw everything in.” It has a poor chance of being read and is an equally poor use of money.
Points of activity: Now that you know who you are, what you do and what you offer that’s relevant to your customers, what’s next? Developing a clearly defined strategic marketing communications plan. Then remaining focused on executing it. Because guess what? Markets will continue to fragment and the number of communication venues will only increase.
So staying focused and “on point” will be both more difficult … and more essential.
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