Image via Wikipedia
What are you emphasizing in your marketing? That you’re the best? Or that you specialize in web sites for startups?
What are you really selling?
Someone on Marketing Profs asked how they can tell their web site visitors that they’re the only vendor on the Knot (wedding) website that is located in Arizona and specializes in lighting. The other vendors all do lots of other things, including provide DJs, flowers, and decorations.
Right track
The lighting vendor is on the right track (if you’ll pardon the pun). He’s focusing on doing one thing and doing it well. He’s obviously learned how to find a market niche. He does lighting. For weddings. Period.
Wrong strategy
The strategy is a little off though. He’s emphasizing something (being the only Knot lighting vendor in his state) that doesn’t matter.
What does matter to brides is looking good on her wedding day. What if instead of talking about himself (being the only vendor), he talked about what the bride would get.
“Look like a movie star on your wedding day.”
“Look so good Angelina will be jealous.”
He’s not really selling lighting. He’s selling glamor.
Do you know what you’re really selling? What do your clients really want? To look like movie stars? To save time? To have less stress?
Not sure? Ask in the comments.
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