For the first time in human history, we have no unmet needs.
Every problem has a solution, and many companies now find themselves creating solutions that appear to be looking for a problem. Quality of your product or service is no longer the great differentiator – everything, everyone is good. At the end of the day it’s about competitive advantage.
Marketing expert, David Avrin’s provocative and enlightening new book, VISIBILITY MARKETING: The No-Holds-Barred Truth About What It Takes to Grab Attention, Build Your Brand, and Win New Business (Career Press, July 2016) shows what approaches work, which don’t, and why. You will learn how to uncover your true competitive advantages and a process to craft messages and tactics that achieve tangible results.
“Visibility Marketing” means delivering the right message wherever your prospects may be, with strong, smart and regular promotion. What are people seeing, hearing, and learning from you? How many people are you reaching?
VISIBILITY MARKETING speaks directly to business owners, entrepreneurs, marketing managers, and sales professionals. Avrin offers examples of companies doing it right (and wrong), from Ikea to Uber. With exercises throughout, he shows readers how to uncover why customers buy, play buzzword bingo, and go head-to-head with yourself.
1. Everyone in business is good, but most marketing is crap! There has been a profound shift in the marketplace that has rendered traditional marketing message largely obsolete. For the first time, everyone is good today! Competition is vast, quality abounds and we have an absurd amount of choices.So, touting your superior quality, great customer service, and caring people no longer is a meaningful reason to buy from you. Everyone offers those qualities. To win today, and not merely compete, business must uncover, create and promote meaningful competitive advantages.
2. The role of “sales” has changed significantly. Today, nobody sells us products, we buy. We don’t really need salespeople to explain the features and benefits of products and services. We can get that information online and on our cell phones. The question today is not: Why is your product good? But why is it better than all the other choices?
3. To win in business today, you need to be visible — Everywhere! In yesteryear, marketing was about being visibility where you are. Who had the brightest sign, the loudest voice or the costumed character on the corner waiving at cars? Today, Visibility Marketing is about being visible where they are, on their smart phones, in their social media feeds, at the events that they attend, the videos they watch and the articles they read.
ABOUT THE AUTHOR:
Business marketing pro DAVID AVRIN, CSP, is known as The Visibility Coach. A popular keynote speaker, consultant, and business coach, he has presented to enthusiastic audiences across North America and in more than 20 countries around the world. Avrin has worked with more than 3,000 company CEOs and other top leaders and their organizations to help uncover, envision, craft, and promote meaningful competitive advantages. Avrin’s company, Visibility International, LLC, is based outside Denver, CO.
