The Formula for Market Dominance™ Step 5:

Present Your Case

for What You Provide

 

In step four, we showed you how to uncover specifically what your target markets need to know to make rational purchasing decisions concerning the type of services you provide. This entailed listing each criterion your target market needs to consider in deciding whom to buy from.

 

Now, you want to compare what your competitors do regarding each criterion versus what you do. If you completed step one of The Formula for Market Dominance, you business should be clearly superior to your competitors in at least one of areas that are crucial to your target market(s) per their emotional hot buttons. The more superior your services are, the bolder the claims you can make. Again, superiority can be in terms of quality of your services, customer service, convenience, consistency or price (value). If your assertions are stronger than your competitors' and you can prove that your claims are true with compelling evidence to back them up, you will gain market share. You can actually attain the position whereby, through smart tactical planning, you can control the amount of your business growth. This can enable you to continue to deliver the level of quality and customer service you need to protect your competitive edge by allowing your business to grow at a manageable pace.

Example One: The Medical Specialist

In the first example of the Case Studies page, a medical specialty practice separated itself from its competitors in terms of customer service. Using the what your prospects need to know portion of The Formula for Market Dominance to articulate his message, the doctor's promotion targeting primary care physicians expressed that infectious disease specialists need to provide exceptional customer service to their patients, but usually fall short in this regard. Then, using step five, the doctor highlighted each of the innovative features in his promotional messages and related them back to the emotional hot button each was associated with.

 

For example, one of the emotional hot buttons was the need to provide a caring, nurturing environment for his patients. The doctor made sure his explanations refrained from using generalities and focused on specifics. He emphasized:

  • his office's comfortable chairs,

  • how his staff assisted patients to get to his office and back to their transportation

  • that his office staff's attentiveness to patients was comparable to the conscientious of a courteous flight attendant,

  • his office use of old comedies shown on wide screen TVs to relieve patient stress, and 

  • his offering of free healthy beverages and snacks. 

What he achieved through his communications to potential referral sources was convincing them that he cared more about his patients than his competitor did. However, he accomplished this in a subtle, indirect way without once stating something trite and banal like, "We care about our patients", or stating he was better than his competitor. Thus, his message achieved its aim while avoiding the Three No's of Marketing Content... generalities, fluff and platitudes.

Example Two: A Garage Door Repair Company

 

Another example is a garage door installation and repair company. This flyer explains how homeowners get ripped off, and specifically why they can count on this company to receive an honest repair.

The Formula for Market Dominance Step 1

The Formula for Market Dominance Step 2

The Formula for Market Dominance Step 3

The Formula for Market Dominance Step 4

The Formula for Market Dominance Step 5

The Formula for Market Dominance Step 6

The Formula for Market Dominance Step 7

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