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E-ssential
Message # 090:
Mark your territory!
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'Mark your Territory' by soon-to-be highly acclaimed jewelry artist Tara Neray. |
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?
Sincerely,
P.S. I am just putting the finishing touches on a new eLearning product called, 'The Branded Business Funnel'. In this eLearning product, I outline twelve of the most common awareness initiatives that help you 'mark your territory'. It also takes you through all the steps to funnel potential customers and clients from awareness to interest to trial to purchase. Watch this space to be the first one to find out when it's published. In the meantime, join my free teleclass on December 11!
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
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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