It’s better to have a single, well targeted bullet than to spray randomly all over the place. It’s more efficient and less wasteful – of both resources and time.
In practice this means getting to know your market and what they want and need (which may not always be the same thing). Then it means designing or adjusting your products appropriately.
2. Focus on benefits, not features
People don’t care that a car has a state of the art alarm system, they care that the car isn’t going to get stolen. They don’t care if they website is W3C compatible or future proof, they want to know that it’s going to improve their bottom line and not be a money sink.
In summary, don’t focus on the features of your products and services, focus on the tangible benefits they bring to your customers.
3. Be consistent and specific
Don’t try to be all things to all people, a constantly changing chameleon. By spreading yourself too thin, you’ll end up appealing to nobody instead. It’s better to decide what your brand represents, whether that’s based on your own intrinsic principles or what you’ve ascertained your market wants, and stick with it.
4. Be in it for the long haul
Marketing works over time, and if you keep building on it, can go from strength to strength. It’s not something you can just do a short burst of and then leave it forevermore. It should also have a many pillared approach, rather than relying too much on a single ‘prong’. Look at all the alternatives that are available to you, including: social media, website promotion, direct mailing, print advertising, networking etc.