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The "ONE" Winning Strategy
There was a quote that immediately came to mind today by Philip Kotler. Phil, as of this writing, is 90-years old and has spent a lifetime in the fields of marketing, economics, and consulting. It was Phil who once said, “There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”
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If you re-read those two sentences several times over, there's quite a bit of wisdom that's being shared here.
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According to Philip Kotler, you must "carefully define" your target market. If "target-market" sounds a bit too impersonal to you, you can identify 1-3 client types or personalities instead. These could be based upon existing customers or clients you really enjoy working with.
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From there, you determine what's important to this kind of individual (and what isn't). Write it out so you can see it clearly for yourself. All these little things will help you create a superior offering (as Phil calls it). Creating a superior offer may take some experimentation. Remember, we're looking to create something that's better than what's already out there. Not something that's "just as good."
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At the end of the day, it's the market that decides whether or not we're succeeding in accomplishing all the above. They vote with their time, attention, and wallets.
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How could this "ONE" winning strategy be applied to your business? Do you see room for improvement? Personally, instead of looking for one big thing to change or create - I find it much easier to focus on incremental improvements.
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It's great if you have a life-altering idea that you're going to bring to life (in the form of a product or service). Most of the time, however, I find that's it much easier to focus on making whatever you - better. You may be a half-dozen improvements away from making your average product/service something that will truly stand out.
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My advice? Start here first!
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Books Worth Reading? Maybe!
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Over the years I've bought quite a few "dummies" books. You might think, "Yes, but aren't these books basically 'dated' by the time they reach the shelf? Yes, but that thinking could also be applied to everything else online. What's current now won't be in the not too distant future. That said, reading a Dummies book (on any topic) is a great way to get a complete foundation on the topic. Evergreen marketing concepts never change. From there, you can add, modify, change, etc. The key is in getting a complete foundation instead of one with missing pieces. This book will give you that. It can also help you build digital marketing campaigns for your clients as well.
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Next is Bob Bly's - The Big Book of Words that Sell. If you're ever at a loss for the words and phrases that can help your business, you'll get a lot out of this book. Bob is an old-school writer/marketer. Oftentimes when I read his sales copy, I find myself wanting to buy things I really don't need. Like I said, Bob's old-school. But... if you combine what he teaches with your (website, social media, email marketing campaigns, etc.), you'll get a rock-solid foundation you'll be able to build upon for the rest of your online career. If I could only learn from one copywriting expert, I think it might very well be Bob Bly.
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Software Solutions I've Been Testing
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Sendinblue
I have a habit of testing just about every email marketing tool that comes down the line. That's why I didn't hesitate when Sendinblue offered a special for new users several months back.
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I was expecting the basic email marketing tool, but I found a lot more than that! Sendinblue has grown into an entire suite of business tools for small to mid-sized businesses. Does one system that does just about everything cover my "less moving parts" approach to business in 2022? Watch the video and decide for yourself :)
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Is a Solopreneur Business Model Right for You?
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In a recent study, roughly 70% of the individuals polled said they felt healthier and happier since making the decision to work on their own. Just under 45% said they were making more money. The absence of office politics plays a huge role in the happiness equation, especially when you consider how much an individual may spend trapped working with a group of people.
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Many of my solo-friends own service-based businesses. They're consultants, designers, developers, and writers. They trade time for money. There's nothing wrong with this as long as you're not trading all of your time. If you are, I'm going to go out on a limb and guess you're about ready for a change?
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For more information, please visit:
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