The Key to Good Marketing is Good Planning

The Decision to Compete On Price

The Market Needs a Way to Compare

Planning Your Differentiation That is Both Valued and Wanted

Step #1. Identify your ideal client

Step #2. Ask your ideal clients these questions

  1. Why did you decide to hire us or buy from us initially? (This question helps you focus on your marketing. Are customers receptive to your online presence, advertising, promotional efforts, message, and sales process? Discovering what is effective is the kind of insight that can pay huge dividends.)
  2. What’s the one thing we should never stop doing? (Find out what your customers really value about you, your services/products, and your company. This question lets you discover your true differentiator. Is it your friendly staff, the way they get results, your 24-hour responsiveness, or the way you clean up after every job?)
  3. What’s one thing we could do to create a better experience for you? (The real value in this question is in your customer identifying or describing something your company, service, or product could do to provide added value or just do 10% better. )
  4. If you were to refer us what would you say? (I believe instead of just asking your customers would they refer you, get some insight into the words, phrases, and examples they would use when referring your business. This can help you further differentiate away from competitors and open up opportunities for educating your strategic partners.)
  5. What would you Google to find a service/product like ours? (If you want your business to be easily found online by future customers, you need to know everything you can about the keywords and phrases they use when looking for services and products like yours. This is one of the most important aspects of your lead generation efforts.)

Step #3. Work with insights and stories that matter

  • returning their phone calls
  • helping them look at problems in a different way
  • remembering their name
  • helping them consider all the possible approaches
  • cleaning up after you’re done on a project
  • sharing new ideas, tips, and tools with them
  • arriving on time on
  • talking in plain English not industry jargon
  • helping them know where potential landmines could be hidden
  • sending weekly updates
  • doing what you say, when you say it
  • teaching them about trends that will affect their business in the future
  • responding back in 24 hours
  • frequently challenging them to think bigger
  • being more of a consultant than a salesperson
  • keeping them in the loop

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Patrick McFadden

Patrick McFadden


Small Business Marketing Consultant // CEO of @indispmarketing // I change how clients think about your business so you can make your competition irrelevant