Hocus Focus

I’ve run into three examples in as many days of companies with fundamental business (and marketing) problems tied to a lack of focus.

Unless you have a GIGANTIC marketing budget, you can’t be all things to all people all the time. I spoke at a local manufacturing symposium recently and this was one of my key messages. By trying to appeal to everyone, you appeal to no one.

Ask yourself three questions:

1. What do we do that’s unique?

2. Why is it better than the way our competition does it, or than alternative methodologies?

3. Does our brand support this value proposition?

If you can’t answer these three questions VERY rapidly, and in a sentence or less ‚Äì you have a problem.

One of the example companies was a local gym (frequented by PWB’s own Keith Kopinski) that’s about to go out of business. This gym is a tremendous place for hardcore types –  bodybuilders, competitive athletes, and more – it’s not Bally’s. But the owners couldn’t see this and never built a brand to support it. Instead they chose to enter the fracas on general fitness clubs. Bad idea. You’ll NEVER outspend these folks. Why not build a brand, and a loyal customer base among your target market by branding it as not a place for the masses?

Another example was a healthcare services firm. They have a solid track record helping small hospitals compete and improve. Unfortunately, they’re doing a shotgun marketing approach that goes after ALL facets of healthcare with almost no focus. Again, bad idea. Why not exploit your advantage?

Are you better at something? Say it. Then make sure your brand owns that superiority.

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