Being specific is a need for your product. Specification is aimed at satisfying.
You satisfy your customer when you offer exactly WHAT she/he wants. Your product can only be found and bought once it serves specificly. SHARPEN your information – SHARPEN your product.
Record labels choose their music style and specify on: jazz, country or rock-pop.
Photografic companies specify their products either for private photographers, professional photographers or under-water photographers.
Real Estate companies specify on offices, apartments or houses.
Authors may concentrate on workbooks for a certain topic or problem to reach all concerned people with their message.
If you produce something different than mentioned above, lead your audience with new scheduling, new shows and rely on syndication. Narrow-cast your company. Do the NEW.
If you´re a professional already you may start with a shop-in-shop strategy to get new demographics into your (online) shop. Widen the space for audiences and your audience is able to enter and grow.
Always offer a set of benefits to your customer:
- Record labels may offer a 2 in 1 CD for a special price to offer more value for less.
- Photographic companies may raise the price a little and offer a coupon of an extra 30 bucks for i.e. 2-4 weeks. This is a gain for the customer to buy a memory card for the new device or a special effect filter for the lense.
- Real Estates may concentrate on a certain region for a longer period of time to reach all potential customers.
- Authors may sell a video message with their book, giving feedback of their personal “making of” story, giving insights of where they write, what inspires them and why they choose that topic. Novel writers may include a poster with their message.
It´s all about being “seen” in the wide field to “sell”. It´s not about being loud anymore, it´s about your specific offer which builds reputation once you´re taking care of your customers needs and wishes.
BE A DECISION MAKER. BECOME OUTSTANDING.
rita jaskolla – Leadership Architect –