Our Competitive Advantage​

When you ask the typical marketing consultant what their company does, they will almost always limit their discussion to tactics, such as website design, blogs, social media, brochures, and traditional media. Certainly, knowing what tactics to use and carrying them through professionally is an essential ingredient of successful marketing. However, the strategic side of marketing is usually senior in importance.

 

Tactics Versus Strategy: Knowing the Difference

 

Marketing your services with the right tactics and wrong strategy is like an army entering a battle with archaic weapons that fail to inflict damage on their enemy. Your strategy is your weapons. With superior artillery to your opposition, you win battles. 

 

So, what is strategy? Strategy is your message. It is what you say, how you communicate and who you target. This means correctly identifying your target markets, and determining exactly what to say to each to capture their business. You need to have something great to say, say it effectively and repeat your message often. The goal of your marketing strategy should be to convince your prospective clients and referral sources that they would be making a mistake to choose any firm other than yours for the type of services you provide. Few professional marketers realize this, let alone have the certainty how to take people there.

 

How We Rose Above Our Competitors

 

Marc Aronson, the owner of Business Builders, considers himself fortunate. He believes his competitive advantage is the result of just happening to be in the right place at the right time. Marc will tell you that having a college degree in marketing was essential. "Why anyone would hire a marketing consultant without at least a four year marketing or advertising degree from a reputable university bewilders me," he remarks. Marc considers having the foundation a college marketing degree provides is of utmost importance. That being said, however, university marketing schools place little focus on how to market small businesses. After all, most marketing graduates traditionally go to work for major corporations. Marc contends that marketing a small business requires constant study in addition to a marketing degree. He also believes, today, this even is not enough.

 

After graduating from Arizona State University, Marc returned close to his roots and took a marketing position with a manufacturer/retailer in New York City. He reported to the vice president of marketing, whom he considered a genius. This individual taught Marc the importance of strategic thinking and how to apply strategy to a small business. The skill his mentor taught him, coupled with his university education, provided Marc a unique perspective.

 

George Goodrich, the vice president of marketing, taught Marc there are three ways to capture the attention of prospects through advertising. One is to use a headline and illustration that are unusual, like so many ads and commercials we see today. Another is to use a headline and illustration that contain something people are familiar with, like a celebrity. The third, however, was and is still rarely used. It requires additional effort but is more effective. George called this third choice using emotional hot buttons.

 

Marc routinely conducted surveys on the sidewalks of New York using a form of primary marketing research we call emotional attitude surveys. Over time, he gained expertise in developing the survey instruments and presenting findings. Additionally, through George's tutelage, he learned to use survey conclusions to develop ad content, and, in time, became adept at creating persuasive messaging using emotional hot buttons.

 

Marc has employed what he learned from George throughout his career. However, in the late 1990s, Marc realized he had to raise his skill level, as he was no longer attaining the consistent results he once enjoyed. Thus, he searched for and read every marketing book he could get his hands on. He was especially searching for works that incorporated a similar philosophy to what he had previously learned and perfected because this approach is honest and ethical. However, for the initial two years, it was to no avail. Then, in 2001, he uncovered three authors with similar approaches to his that he considered exceptional. He discovered that incorporating their concepts with his previous knowledge lifted his prowess to an entirely new level. Through the vast knowledge and experience he had attained, Marc was able to develop and spend a few years refining his approach, which evolved into what we now call The Formula for Market Dominance™.

 

 
The Perfect Formula Regardless of the Economy

 

The Formula for Market Dominance is the ideal system to use irrespective of the state of the economy because it enables businesses to significantly increase their market share. Thus, during times of recession and reduced spending, just implement a more aggressive approach. Should consumption by your target market decline 33 percent and you increase your market share by the same percentage, you likely will maintain your prior volume and profitability while chief competitors struggle to stay alive.

The time to prepare for a recessionary period is now. If you have a strategic and tactical plan ready for launch, you could implement it at the first sign of economic turmoil. Think of your market dominance plan in the same way you would value hazard or disability insurance. The only difference is that the occurrence of a catastrophic hazard or disabling accident is uncertain whereas an eventual economic calamity is inevitable. The only uncertainly regarding the latter is when it will transpire. (For more information, visit our page Strategy and the Economy.) 

 

The Formula for Market Dominance and how to apply it is our competitive advantage. We urge you to learn the Formula and allow us to ensure you execute it correctly so your business has the greatest chance to thrive regardless of the road our economy travels.

 

 

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics

How Business Builders Rose Above Its Competitors

Stop Guessing with Your Marketing

How to Avoid Mistakes in Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

Services

Strategic Planning & Implementation

Tactical Planning & Implementation

Innovation Planning & Implementation

Marketing Research

Competitive Positioning Surveys

Test Marketing

Branding

Copywriting (All media)

Promotion & Ad Design (All media)

Website Design

Internet & Social Media Strategy

Internet & Social Media Advertising

Search Engine Optimization

Email & Direct Mail Campaigns

Business Development

Hiring & Training of Marketing Personnel

Learn What You Need to Do to Dominate Your Competitors 

Receive a Personal FREE One-Hour Consultation. During this session, our marketing strategist will help you sort out what the most effective strategy is for your business. Schedule a phone, Skype®, FaceTime®, face-to-face meeting.

Strategy vs. Tactics
How Business Builders Rose Above Its Competitors
Stop Guessing with Your Marketing
How to Avoid Mistakes in
Selecting Media

The way to ensure your advertising dollars are well spent is through diligence and research. If you follow these steps you will avoid throwing money away and get better results from your ads. Use this approach for all online and traditional media. 

Links to Other Marketing Related Sites

The following are the sources that helped enable us to develop our strategic marketing approach. We deeply appreciate them all.

 

Arizona State University W.P. Carey

School of Business

Jim Collins

 

Peter Drucker

 

Mitch Meyerson

 

Jack Trout

Michael Gerber

Richard Harshaw

Hubbard College

Tom Peters

Jay Abraham

Steven W. Brown

Michael Porter

Al Ries

Jim Rohn

Seth Godin

Tom Vassos