Differentiate & Dominate

How to create a marketing strategy that allows you to stand out in a crowd.

A Duct Tape Marketing Small Business Marketing Essentials Course

Prospects tend to think one small business is just like any another similar business (i.e. all accounting firms do the same thing or all electricians do the same thing). When this perception exists you are left to compete on price. One of the most important marketing strategies the small business must master is the art of differentiation. Finding an important point of difference, one that matters to your ideal clients is the major focus of this lesson.

Lesson #1 – Discover your ideal target market
Finding and focusing on a market that values what you have to offer is an essential marketing step. Defining this ideal client and finding more just like them is the purpose of this lesson.

• Learn how to narrow your focus
• Discover the value of niches
• Create the picture of your ideal client
• Develop a system for collecting information about your clients

Lesson #2 – Creating a unique core message
Most prospects view one business like another. All accounting firms do the same thing, all electricians do the same thing. When this perception exists you are left to compete on price. One of the most important marketing strategies the small business must master is the art of differentiation. Finding an important point of difference, one that matters to your ideal clients is the major focus of this lesson

• Find ways to increase your appeal with your market
• Develop a system to discover your core message and receive ongoing feedback from clients
• Create the message that shapes your marketing
• Learn the best way to present your company and your story

Lesson #3 – Give them an image (it’s all about the package)
One of the elements that contribute greatly to the success of your firm is the experience that your clients and prospects have with your firm. A great deal of this experience can be found in the image that your firm projects in its marketing. This image and how you present your products and services can be the key to delivering your core unique difference and making your firm the obvious choice in your industry.

• Audit your existing brand elements and bring them in line with your core message
• Create ways to make all of your products and service more memorable and more valuable
• Develop an introductory offer that makes you the provider of choice
• Discover ways to package your products as services and services as products

Learn how to stand out from the competition to differentiate and dominate.

3-ring binder with audio CDs and transcripts

$129