I’ll be the first to admit I suffer from I.N. every now and then, and so do a number of my e-marketing colleagues. “I.N.” stands for “I-Neveritis” and the first step towards recovery is, of course, admitting you have a problem in the first place.
There, I feel better already.
What is “I-Neveritis,” you ask?
Category: Strategy
Recently, I worked with a client to review a marketing strategy developed by their agency. The client wasn’t satisfied with the agency’s approach to their business challenges or the value proposition they had created to use in their marketing campaign.
The value proposition had to communicate to the target customer segment(s) why they should buy the product, why it was better than competitive products, and how the company that makes the product is trustworthy and reliable.
As I analyzed the client’s situation, their marketing aspirations, and the agency’s strategic recommendations, it became obvious that the client’s value proposition had not been clearly defined. As a result, the campaign did not position the client’s company or product as being unique. This was a problem because, as we all know, sameness doesn’t sell.
And here I’ve wasted decades learning the techniques and strategic approaches that work for my clients, and all they had to do was buy the right technology.
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