Today there are so many marketing messages that a person has to push through, writes Michael Griffiths. In fact we are faced with nearly 7,000 marketing messages a day and the reality of it is we only notice about 5 in any given day. So how do you become one of the 5 instead of the 6,995 that aren't seen?
The "fault-free product" has always been the number one quality aim for many manufacturers. Nowadays with sales training being more focused on quality rather than quantity, the sales and the entire customer service come under the heading "quality". Consequently quality has developed into an all-embracing company strategy from just being purely a production aim.
Your customers don't care how great you think your company is or how long you've been in business. They want to know what sets you apart from your competition.
They're not interested in cute slogans that offer no obvious benefits. They're interested in what's in it for them.
That's why your business needs a distinct positioning that clearly and concisely gives prospective customers a reason why they should choose you.