This week I finished up a pretty major project creating a Messaging & Positioning Guide for a very qualified corporate mindfulness trainer with nearly a decade in the biz (a lifetime in the meditation industry).
It was tons of fun and, as always, I learned a lot. Here are a few of the lessons I learned:
1) There's a huge amount of value that comes from keeping people in the loop (ie good customer service). This is just as true for selling products as it is for services. Great customer service is some of the best marketplace positioning you can have.
2) While doing customer interviews I learned this gem:
Due to unemployment and the still expanding economy, there are more jobs than qualified people to fill them. This means people are forced to work overtime and do jobs outside the scope of their position (not marketing related, but an interesting trend still).
3) This is something I already knew, but this project reinforced it 100-fold. It's not enough to be qualified. You have to have something that clearly differentiates you in the marketplace. And you have to market yourself consistently.
4) Faceless bureaucracies are run by some really nice humans. For the market research, I was able to interview CEO's and VP's of some major corporations (ones you'd know by name). They were all extremely kind, caring individuals. Not greedy money-sucking schlubs.
Obviously there were lots more. But I need to save some time for my blatant Friday sales pitch:
If you have a business and have any questions whatsoever on how to market it, go sign yourself up for a commitment-free opportunity assessment. If you struggle with what to say and who to say it to to get new business coming in, this may be the 30-minute meeting you needed.
And if you have zero need for it, you're a trooper for reading through this most blatant of sales pitches.
Have a happy weekend and I'll see you hooligans come Monday morning.