That’s the name of an article that Terri Langhans wrote for B2B Marketing Trends. I read the article and found it very informative. You can read the article in its entirety by clicking here. Below is a brief summary of the article…
Mistake #1: We think that marketing is something we “do.”
When you think of marketing as something you “do,” you’re usually thinking about publicity, direct mail, flyers, email, ads and promotion. Marketing is much more than merely promotion. Think of marketing as anything that helps or hinders the sale or use of your product or service. Anything. (Ex: your location, the attitudes of the person who answers the phone, your name, pricing, policies, proposals, personality and more)
Mistake #2: We breathe too much of our own exhaust.
We are such big believers in our businesses that we can’t wait to show it off. We admire our attributes and inhale our excellence. Then we exhale it all into our marketing communications. The problem is, when you do that, your marketing is all about you. And people don’t care about you. They care about themselves. If your marketing is going to get any response at all, the first thing it must do is connect to something prospects care about. Connect before you convince.
Mistake #3: We all look alike.
Manufacturing is manufacturing. Insurance is insurance. Brokers, lawyers, manufacturer’s reps and consultants are a dime a dozen. The list goes on. But here’s the good news: the more two businesses look alike, the more important each difference becomes, and the more impact even the tiniest difference will have on setting your business apart. Your prospects are looking for a point of difference—just about anything—they can use to set you apart from your competition.
To find your points of difference, start with your points of contact, or “touch points,” in your company. Make a list. Business card, fax cover sheet, proposal, spec sheet, phone greeting, front door, web site home page, etc. Then look at what the competition does and ask yourself how you can do it differently. Just a little bit will make a big difference, because your prospects are looking for them.