How to Ensure Your Services Deserve More Business and You Can Get It, Too

How How to Ensure Your Services Deserve More Business and You Can Get it, Too

The steps achieving sustained success from your marketing and advertising starts by having something valuable to offer. The professional service business that delivers average services, or worse, cannot create a campaign that will result in an abundance of new business over the long haul without misleading their public. This provider will not be able to make specific, strong claims that a superior provider can. Should such a provider's advertising initially drive in business through gimmicks or generalized claims that are untrue, unhappy clients (customers or patients) will prevent that business from enjoying the repeat business and word-of-mouth referrals that are so essential for continuous business growth.

 

By innovating your business, you can make your business stand out from your competitors in terms of quality of services, customer service, convenience, consistency and/or value. The allows a marketing strategist who knows how to separate a business from its competitors to ​create marketing communications that will grow their market share. This provides the greatest opportunity to thrive despite stubborn competition and a sluggish economy.

The Blueprint for
Competitive Advantage Innovations™

 

Carry out the following steps thoroughly and you will be on your way to establishing competition-shattering innovations. You may need to repeat this process for each target market.

 

  1. List your target market’s emotional hot buttons in order of importance. (Emotional hot buttons include the desires, importances,  fears, frustrations, difficulties, pain and/or annoyances people possess regarding selecting who to buy from and using your type of product or service). If you are uncertain what your target market’s emotional hot buttons are, you need to conduct a survey to determine them.

  2. List what you currently do in your business to respond to each emotional hot button.

  3. Brainstorm innovative ideas to overcome each emotional hot button you are not effectively addressing. Consider what are the specific things the ideal business in you industry would do to alleviate or solve these problems or frustrations. Try to come up with at least 25 ideas. At this stage, do not consider whether your concepts are feasible to implement.    

  4. Review the list of possible innovations. Choose the ones that make the most sense to implement based on budget, effort and potential return on investment.

  5. Ask your current and potential clients and referral sources what they think of your innovative ideas.

  6. Contact your competitors to determine whether they already offer the innovations you would like to implement.

  7. Examine each innovation and decide which to implement based on:​​

    • the cost to implement​ 

    • expected revenue (Make high and low projections. Get help from your accountant, if needed)

    • degree of ease competitors could duplicate and implement 

    • how easy it will be to turn into a marketing campaign

  8. Prepare and launch a marketing campaign to promote the innovations you have chosen.

 

Examples of Simple Innovations
  • ​Providing extended hours, especially if your competitors do not and have no desire to do so
  • Offering to meet your clients at their home or office, if it is customary for customers in your industry to come to you
  • Offering patients who are waiting to be seen soft drinks and snacks and having your staff bring them to your patients like a flight attendant would
  • Providing tax clients unlimited free tax planning advice that could reduce their future tax liability, and offering consultation appointments anytime from May 1 thru January 15
  • Providing a cap on the cost of your services, if you are in an industry that is known for not furnishing this
  • Providing longer warranties than your competitors are willing to do or could afford to do if they cannot match your quality of work
 
Your Next Step

 

By learning and correctly implementing the remaining steps of The Formula for Market Dominance, you will be able to create promotion that:

 

  1. Captures attention,

  2. Holds your prospects’ interest,

  3. Educates prospects on how to choose the right vendor,

  4. Builds your case for what you provide,

  5. Convinces prospects that you are undoubtedly the right choice for the type of product or service you offer, and

  6. Gets your prospects to take action and buy from you when they are ready to make a purchase.

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