Believe it or not, all marketing works with it delivers the right MESSAGE and OFFER to enough of the correct AUDIENCE. And keep in mind, that audience has to have some buyer intent.  If you’ve ever spent money on marketing that hasn’t worked, one or all of these things went wrong.  

BRANDING. It’s one of the most abused words in marketing. It’s an etherial catch-all that also fits well with “get your name out there”.  Or maybe it has to do with your logo and color scheme. Or your reputation. Let’s clear this up.

The correct definition of “brand” should be: the consistent quality service, experience and relationship you provide every single customer and prospect. 

That produces much more of an ROI than slapping your name on a billboard or in a magazine.

You can define your brand by writing and adhering to a written mission, vision and values that set a trajectory and standards of performance. It can include your attitude, how you treat customers and staff, and why you’re in business. Most importantly, it centers around the positive relationship you build with your customers through all aspects of business.

These are the differentiators that set you apart from the competition. This is what customers write about in a Google review. They are much more important than pricing. To compete on pricing is a race to zero.  It’s a far better business practice and much more scalable to compete in the areas where you shine.

Once you’re at a place where you’ve decided what your company (brand) stands for, you’re ready to start marketing.