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Deploy these 7 Strategies to Turbo Charge
Your Business in 45 days or less!
The Seven Habits of
Effective Marketers!
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2002 Andrew Szabo. All rights reserved.
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Effective marketers have
crafted an "Extraordinary Value
Proposition" – they know that a
positioning must not only be credible and
unique, (to create differentiation from
the competition); but defendable (the
competition can't easily replicate the value
proposition), and also sustainable (value
differentiation can be maintained beyond a
single planning cycle).
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Effective marketers have a
proven 30-second elevator speech
– that conveys both substance and
emotional appeal. The substance of their
product-service offering is the “meat”; the
“sizzle” is the emotional appeal from the
derived benefits of the offering. The listener
should be left salivating for more! Also,
effective marketers ensure the "elevator speech"
is pervasively communicated and internalized
throughout the organization.
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Effective marketers
plan the work and then work the plan – they
develop marketing plans leveraging intelligence
from industry, competitive and customer
knowledge. Planning contain “implementable”
strategies that direct tactics with measurable
action and results. They manage well the
necessary tension between research, planning and
action.
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Effective marketers
tirelessly review, revise and redirect their
efforts – although their sound planning
provides direction, plans must be flexible to
capitalize on opportunities and adapt to
changing circumstances. Consequently, they
audit their ongoing marketing campaigns and
materials, prune back on under-performing
strategies and redeploy resources to more
promising activities.
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Effective marketers
successfully integrate new media with
traditional media – they know that new media
allows them to cast a “larger shadow” into the
marketplace, but they also realize that various
people absorb information differently, some need
to see, some need to hear, some need to touch.
For example, quality could be conveyed
simultaneously by the speed of your e-mail
response, the timbre of your voice on a CD, or
the texture of the paper you use for your
brochure.
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Effective marketers
leverage the power of relationships – they
tap into the fact that people are relational
beings and we place great credence on the
company we keep. Therefore effective marketers
build a network of partnerships, a cadre
of testimonials and constantly seek
creative ways to serve with excellence
their existing clientele.
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Effective marketers
understand the power of their brand –
that everything you do (and everything you don’t
do) sends a message. Every action and inaction
has a communication dimension with varying
degrees of impact. The perception of their brand
by any stakeholder is the integrated
assimilation of all of these messages. Effective
marketers seek to plan, control, and integrate
all messages
Ó
2002 Andrew Szabo. All rights reserved.
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