From the category archives:
One of the basic foundations of marketing is to humanize your brand – to make it known, trusted, and, well, accessible. It’s no longer enough to have a TV (or Hulu) commercial depicting a humanization of your brand or to have a banner on the side panel of Facebook. What you need to do is build relationships.
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How specific should you be when positioning your brand? And let’s just say you have chosen utmost specificity– then how do you reach your niche market effectively?
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We’re all familiar with this story. A business is at the top of its game, makes a trajectory-decision based on an assumption, and subsequently misses the mark. In this case, the business is Netflix…
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There are no magic words to cause your target customers to instantly come running to buy your offering… but a carefully crafted value proposition will let them know how your offering is valuable and relevant to them.
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Once you’ve zeroed in on your target market, you need to get to know that ideal “bull’s eye” customer. Whether you’re in B2B or B2C, at the end of the day, the person who makes the purchase is a person. It is a human being with objectives, problems, challenges, fears, and opportunities, and you need to get to know what those are.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
In his book, workshops, and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
