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Can't find your advantage?
By Robert
In my long career in the business trenches - as a successful entrepreneur, the CEO of large marketing services company and an advisor to a wide variety of famous companies and brands, I have discovered that the best way to expand the size, scope and profit of any business is to grow it from the inside.
Every firm can grow by capitalizing on an undiscovered or underutilized strategic asset that already exists in the enterprise. This “hidden” growth potential is called the Inside Advantage.
So how do you find your Inside Advantage? Well…
First, define your Core Customer(WHO) as far more than a demographic, brand or even company. Then concentrate your resources on this vitally important individual’s wants, needs and aspirations with the goal of enhancing customer loyalty and securing valuable new customers.
Second, define your company’s Uncommon Offering (WHAT) – something that goes well beyond the buyer/seller transaction. You should identify an undervalued, underutilized or undiscovered strategic asset that already exists within your firm and translate it into a tangible and emotional customer benefit.
Third define a Persuasive Strategy (HOW) that will differentiate your products or services. You create a compelling selling rationale for your Core Customerto buy your Uncommon Offering vs. all competitive offers. This is HOW you sell WHAT to WHO.
The final step enables you to OWN IT! Bypass the expense of traditional media, create marketing that’s focused on numerous no or low cost Imaginative Acts that will make your Uncommon Offering well known to your Core Customer.
Remember - advertising costs money but imagination is free. Imaginative Acts will bond/cement what you do best to your brand or firm name so that you can OWN IT!
At this pivotal moment in your business evolution, your firm will own, leverage and grow with the benefit of your newly discovered Inside Advantage.
What is your company’s Inside Advantage and how will you use it to build your brand or firm?
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To learn more about creating the Growth Discovery Process for your business, read my book cover-to-cover. Click now to order THE INSIDE ADVANTAGE, The Strategy That Unlocks the Hidden Growth in Your Business.
Comments (0)June 19, 2008 2:56 PM
