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Essential Message # 090:
Mark your territory!
Dogs may understand marketing far better than we have ever given them credit for. They know, for example, that if they want to establish themselves in a certain territory, they need to leave their scent all over it.
Male dogs generally mark their territory to lay claim to it; female dogs mark their territory to attract a male, (although dominant females may want to lay claim too.)
Either way, it's marketing 101.
No one will ever buy from you if they have never heard of you.
In the dog-eat-dog competitive world, this may be the most important lesson.
You can't build a business by keeping who you are and what you do a secret -- no matter how great you are, no matter how much you believe in the laws of attraction, and (even) no matter how compelling your Essential Message.
That's why the most successful among us are constantly marketing -- writing articles, giving speeches, attending networking events, sending newsletters... being 'out there'.
And like a dog's scent on a fire hydrant, your customers' memories can be easily painted over by fresher, more recent and possibly more dominant ones. That's why you have to constantly remind the people in your target market that you are alive and well and open for business.
So what are you doing to mark -- I mean 'market' -- your territory?
Essentially yours,
Michel Neray
Chief Differentiation Officer
The Essential Message
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Who is Michel Neray and What's The Essential Message?
The Essential Message is like a unique selling proposition on steroids! Clients routinely double, triple or even quadruple marketing and sales results. How? First we help our clients discover their strongest differentiation in the market, and then we communicate it in the most compelling way.
More than just higher sales, (as if that weren't enough), coaching clients and event participants tell us it gives them the confidence, resilience and momentum that can only come from knowing who you are, what you really bring to the table and the true value you offer your customers and clients.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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