Which space does your business (or product) own? This is a fundamentally important question for all businesses for four reasons:
1, It encourages you to think about your prospects geographically
2, It forces you to define your prospects by type and/or sector
3, It makes you develop your unique propositions
4, Because to ‘own’ that space you have to continually be in people’s hearts and minds
If you can’t define your space, you can’t ever own it and you’ll struggle. Or fail. However, if you can define it (from 1&2) and you can clearly communicate your benefits over and over again (3&4), then you’ll become the choice of the people that you’re aiming at and you’ll stake out your territory.
Overly simplistic?
Why? Show me an easier way than doing this? Sure, it won’t negate competition or suddenly cure all the world’s problems, but it’s a lot, lot easier than wasting time, money and opportunity on soul-destroying hit ‘n’ hope marketing campaigns.
1, It encourages you to think about your prospects geographically
2, It forces you to define your prospects by type and/or sector
3, It makes you develop your unique propositions
4, Because to ‘own’ that space you have to continually be in people’s hearts and minds
If you can’t define your space, you can’t ever own it and you’ll struggle. Or fail. However, if you can define it (from 1&2) and you can clearly communicate your benefits over and over again (3&4), then you’ll become the choice of the people that you’re aiming at and you’ll stake out your territory.
Overly simplistic?
Why? Show me an easier way than doing this? Sure, it won’t negate competition or suddenly cure all the world’s problems, but it’s a lot, lot easier than wasting time, money and opportunity on soul-destroying hit ‘n’ hope marketing campaigns.
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